In the current music industry landscape, the digital space has transformed how young artists reach audiences.
Platforms like Instagram, TikTok, YouTube and streaming services have lowered the barrier to entry, allowing musicians across the globe to release music, engage fans, and gain exposure.
However, as many industry experts and independent artists observe, digital alone is not enough. The physical, in-person and analogue components of music promotion still play a vital role, whether through live performances, merchandise, limited-edition physical releases, meet-and-greets, or sticking to real-world networking.
For young musicians especially, combining both realms, digital and physical promotion is not just an option but a strategic advantage.
The Head of Public Events and Communications at Chaterhouse Ghana, Robert Klah, has advised young and upcoming musicians to look beyond social media and focus on a balanced approach that combines both digital and physical promotion strategies.
Speaking in an interview, Robert Klah explained that while digital platforms have become essential tools for music promotion, Ghana’s music landscape still requires offline engagements due to varying levels of digital access across the country.
“If we are talking about strategies, you realise it’s not just about the digital world; it’s digital and physical space. Based on the picture I painted, if you’re focusing on the geographical jurisdiction of Ghana, Ghana is not all digitally compliant. If you check the internet penetration, I think it’s about 70%. Even though there’s a change, the change hasn’t affected any fibre of the country.”
Robert Klah
He further noted that different groups of people, including event-goers, early adopters, and late adopters, exist within Ghana’s entertainment space, making it essential for artistes to plan with all audiences in mind.
“We have the eventers, we have the early adopters and the late adopters. All of these folks exist within our space. If you want to be able to plan something for Ghana, you can’t just focus on social or the digital media aspect. It has to be a combination of all the elements.
Robert Klah
He revealed that these combinations are supposed to be done in such a way that it is very insightful, leading one to achieve the kind of objectives they’re looking for. “Some level of understanding the geographical area is very important in forming your strategies,” he added.
Robert Klah also cautioned against relying solely on online visibility, noting that some artistes have strong digital presence but lack real-world engagement.
“I don’t want to limit it to one side because anytime we have conversations, it’s always about digital and once you go digital, everything is sorted out. People are loud on the digital and they are not loud on the grounds. We discover these things when we are doing the TGMAs.”
Robert Klah
Why a Balanced Approach Makes the Most Sense
Putting the two together, a hybrid strategy, yields the best results for young and upcoming musicians.
Using digital to broadcast, scale and engage widely; one should use physical/in-person to deepen relationships, monetize, and create unique experiences.
Digital presence sometimes feel superficial or “mass-market”; in-person experiences, local gigs, physical merchandise ground the artist as real and tangible.
Streaming and social media bring visibility; physical merch, live shows, local engagements bring money and loyal superfans.
In fact, guidance for independent artists often suggests that while digital distribution should be the foundation, adding physical elements (limited editions, live shows, merch) creates a more robust strategy.
For young and upcoming musicians in today’s music ecosystem, the temptation might be strong to focus only on social media and streaming because that’s what everyone talks about, that’s where growth feels fastest.
And indeed, digital promotion is indispensable. But it’s not enough. A career built solely on algorithms, likes and streams is brittle and lacks depth, authenticity, and multiple income streams.
By adopting a balanced strategy, where digital and physical/in-person promotion work together, emerging artists build both reach and resonance. Digital opens doors; physical makes memories, strengthens ties, drives revenue.
Local shows, physical merch, meaningful fan interactions combined with consistent, strategic digital content and distribution set an artist up not just for a release or two, but for a sustainable career.
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