Celebrated Ghanaian musician, Kofi Kinaata has emphasized the indispensable role of traditional media in the career development of artists.
Kinaata underscored the mutual benefits that both artistes and media houses derive from each other.
“If you’re an up-and-coming musician and you’re handed a slot for an interview, the media house is doing you a huge favour because people pay huge amounts of money for advertisement and you’re also coming for the interview to advertise yourself.
“You spend about 30 minutes talking about your project for free; meanwhile, some brands pay for such airtime. So, it’s an opportunity for you. They’re doing you a favour.”
Kofi Kinaata
However, Kinaata also emphasized that this relationship is mutually beneficial. Established artists, with their substantial fan bases, bring considerable attention and listenership to media platforms.
“Also, there are artistes who have built their brands, they have huge followings; so, when they’re coming on your show, they bring listenership. So, that is a hand-in-hand thing. You give your platform to the artist and the artist gives your platform attention. That’s a win-win situation.”
Kofi Kinaata
Kinaata also noted that some artists even contribute to media houses by creating jingles for them, further solidifying the symbiotic nature of their relationship.
Despite the rise of digital platforms, Kinaata believes that traditional media remains crucial for long-term success.
“Without traditional media, you can survive but you would get stuck somewhere eventually. You’d have a limit to how far you can go. If you really want to survive, you can’t do without traditional media.”
Kofi Kinaata
Kinaata’s comments shed light on the evolving yet enduring relevance of traditional media in the music industry. His perspective resonates with many in the industry who recognize the importance of leveraging various media channels to reach broader audiences and sustain career growth.
As the digital age continues to transform the landscape of media consumption, Kofi Kinaata’s insights underscore that traditional media still plays a vital role in amplifying the voices of artistes and connecting them with wider audiences.
Artist Defends The Media
Kofi Kinaata shared his perspective on the nature of interview questions and the dynamics between artistes and presenters.
Stimulating careful consideration, Kinaata responded to what many consider to be “unnecessary” or “unprofessional” questions posed during interviews and addressed the common criticism from artistes regarding certain interview questions.
“There are some questions presenters ask that you deem unnecessary. However, someone at home wants to hear an answer to that question. Sometimes, we should know that the questions the presenter asks, are not questions they just want to ask; the listeners want to know. He is representing his listeners and asking those questions on their behalf.”
Kofi Kinaata
Kinaata further emphasized the responsibility of the interviewee in handling questions. He pointed out that the choice of whether to answer a question, and how to respond, lies entirely with the artist.
“It’s up to who answers the question to decide how they would answer it, whether they would answer it or not. I’m not sure someone has been sacked or beaten for refusing to answer a particular question. It’s an interview; not an interrogation. If you don’t want to answer, you can even signal the presenter and he will skip it.”
Kofi Kinaata
Kinaata’s perspective, challenges the notion that certain questions are inherently unprofessional or intrusive. Instead, he advocates for a more understanding and collaborative approach between artists and presenters, recognizing the role of media in bridging the gap between celebrities and the public.
The “Effiakuma Love” hitmaker addressed his stance on the pursuit of GRAMMY awards.
Unlike many of his peers who often make known their aspirations to win the prestigious accolade, Kinaata emphasized a more grounded approach, focusing on the hard work and dedication required to achieve such recognition.
“It’s not like I don’t want GRAMMYs. It’s not won by words; it’s rather won by your works. We all play shows abroad. It’s a process. There’s more work to be done at home before we aim for such an award.
“A lot of musicians are playing shows; let’s keep working. Those who are ripe for GRAMMYs, we will support them, those who are not there yet, we shall get there.”
Kofi Kinaata
The GRAMMY Awards, presented by the Recording Academy, are one of the most prestigious accolades in the music industry. Established in 1959, the GRAMMYs recognize artistic and technical excellence across various genres and categories.
Winners are selected by voting members of the Recording Academy, comprising musicians, producers, and other industry professionals. The award is a symbol of peer recognition and celebrates outstanding achievements in the creation of music.
