Award-winning Gospel artist, ACP Kofi Sarpong, has revealed that ‘high branding’ is not the preserve of only secular artists because Gospel music is not a cheap commodity.
He, therefore, disagrees with industry players who have taken a strong stance against the strong image and brand-building of Gospel artists because he sees it as unjustified in an era where things are fast changing.
According to ACP Kofi Sarpong, several Gospel musicians have been cowed into ‘compulsory meekness’ to portray an image that is thought to be their ‘hallmark’.
“It’s very difficult to talk about these things without being wrongly labeled but I think we need to let people understand that times are changing and if we continue to hold Ghanaian Gospel artists to certain standards, the sector will dearly pay for it. For me, I think it’s disheartening that while secular artists are inventing new ways of making their music attractive, building their images, and making their brands strong, the Gospel music industry seems to be crawling on its knees.
“Times are changing and that is why now people even hold online church services. Some people may not have been to their church even after the COVID-19 pandemic but they fellowship online every Sunday. This should tell us that the world is not static, it’s dynamic and those days when Gospel artists were thought to be ‘colo’ are long gone. Besides, we can’t assume that Gospel music audiences are all Christians or God-fearing so you need to get their attention first before even getting your message across. So in the case where the audience doesn’t even find you worthy to pay attention to because you lack certain things he/she is looking for, how do you make progress?”
ACP Kofi Sarpong
ACP Kofi Sarpong’s submissions add to the simmering conversations about how some Gospel artists, especially the females are drawing attention to themselves rather than their messages in the name of ‘high branding’ by their way of dressing.
Gospel singer Patience Nyarko sparked discussions with her assertions that some of her colleagues were pushing God to play second fiddle in the name of ‘high branding’.
Interestingly, another Gospel singer, Lenny Akpadie, recently vehemently bashed some Gospel artists for drawing attention to themselves with what he claims to be the carnal way of dressing, diluting the spirituality of Gospel music.
While ACP Kofi Sarpong didn’t respond directly to their views, he explained that people were entitled to their opinions but he wanted to erase the perception that Gospel music is a cheap commodity.
“Let’s not limit the discussion to just clothes but open it up to how strong branding goes a long way to increase the fortunes of Gospel artists. Today, Diana Hamilton is a brand ambassador for Enterprise Life because of the image she has built in addition to her music. Likewise, a few others have caught the eyes of corporate Ghana and I don’t think Diana or any other artist would have landed such a deal if they had a ‘poor appearance’. Yes, their songs may be spiritual and all that but after that, what next?
“Today, Gospel artists travel to good locations to shoot videos, they are leaving behind the old ways of standing in front of churches, shrubs, and fountains to shoot videos. We are making progress and so we halt the progress when we limit the discussion to just dressing.”
ACP Kofi Sarpong
ACP Kofi Sarpong’s first song of the year 2024, “Yehowa”, featuring Diana Hamilton dropped, Friday, March 29.
ACP Kofi Sarpong Lauds Organizers Of MTN SIW
ACP Kofi Sarpong praised organizers of the MTN Stands In Worship(SIW) for the foresight to send the event to Kumasi, for the first time.
The musician who spoke to the media after his performance on the night, disclosed that he was overwhelmed by the massive turnout and the patron’s passion for gospel music.
“The crowd was awesome and energetic. It was great to have the event in Kumasi on Easter day and we are looking forward to more of such in coming days,” he stated.
The 2024 MTN SIW came off at the Golden Bean Hotel in Kumasi which saw a capacity-filled auditorium as hundreds of people turned out for the event.
According to ACP Sarpong, the death of Christ and his resurrection were meant for salvation and must be recognized in a Godly manner.
“The funfair is becoming too much and people must rather look into Christ’s death and resurrection and what it brought to mankind and it would help all of us. It is a laudable idea that MTN has ensured that everyone gathered to acknowledge God. I have enjoyed myself and I appreciate the opportunity to sing and see the massive crowd with me. The joy of the Lord is my strength and when we get the opportunity to mount the stage, we cannot do anything mediocre.”
ACP Kofi Sarpong
The MTN SIW in Kumasi also featured Obaapa Christy, Bra Sammy, Kwaku Gyasi, and the Kumasi Evangel Choir.
It was a charged atmosphere of great performances from some of the best musicians in the country.
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