The music and broader entertainment industries have changed faster in the past decade than in many previous eras.
Algorithms decide discovery, short-form videos create overnight hits, livestreams replace some live-tour revenue, and direct-to-fan tools let creators monetize outside the label system.
For many artistes, these shifts are not threats but opportunities if they shift marketing strategy to match the new realities.
Remaining attached to one-size-fits-all, old-school promotional models risks invisibility; adopting modern, adaptive approaches makes long-term careers possible and often more profitable.
Ghanaian digital content creator Headless YouTuber has called on musicians to overhaul their marketing and promotional approaches to stay relevant in today’s fast-evolving entertainment industry.
The popular YouTuber criticized the traditional approach of disappearing from the public eye for months only to launch an intense media blitz shortly before or after a song release.
“It’s time for artistes to embrace new strategies. That old approach, where you avoid interviews for six months and then suddenly do a media run in one week after a release, it’s not working anymore.”
Headless YouTuber
With so many platforms, so many creators, and constant new content, artistes face enormous competition for attention. Simply releasing work isn’t enough; the marketing must ensure discoverability, differentiation and engagement.
For example, marketing experts emphasise that entertainment brands must encourage audience participation rather than passive consumption.
According to Headless YouTuber, the rise of social media, digital platforms, and short-form content has transformed how artists connect with fans.
He emphasized that continuity and engagement matter more than ever, and musicians must find creative ways to stay visible even when they don’t have new music to release.
He warned that artists risk losing relevance if they remain absent for long periods. “Someone else will occupy your space if you remain silent for an extended period of time. Therefore, as an artist, you need to come up with inventive ways to stay in the debate,” he advised, stressing the importance of consistent interaction and presence in the public sphere.
The digital content producer’s advice underscores the growing need for musicians to adapt to changing audience behaviors and leverage new media strategies to maintain their appeal.
Technologies like augmented reality, virtual reality, live streaming, blockchain/NFTs and data analytics present new avenues for marketing and monetisation. At the same time, they disrupt traditional models, so artists who ignore them risk being left behind.
In the digital era, an artiste’s brand is their public identity and narrative. Marketing is not just about promotion, it’s about developing story, visual aesthetics, community and purpose.
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The entertainment ecosystem rewards those who meet audiences where they are, who think like both creators and small businesses, and who use data and community to guide decisions.
Artistes who combine compelling art with modern marketing strategies gain not only broader exposure but also greater control and more diversified revenue.
In sum, the entertainment industry has shifted and artistes must shift with it. The days of solely relying on traditional gatekeepers and broad promotion are dwindling.
Instead, artistes who successfully build their own brand identities, actively engage their fan communities, adopt immersive and tech-savvy experiences, diversify revenue streams, and tell compelling stories via data-driven strategies will be better positioned for success.
For artistes in Ghana and beyond, embracing these marketing strategies offers a way to not only survive but thrive in the fast-evolving global entertainment ecosystem.
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