King Promise and Mustapha NII Okai Inusah
Ghanaian journalist and blogger Andre Mustapha NII Okai Inusah, popularly known as Attractive Mustapha, has urged musicians in the country to place greater value on Public Relations (PR), noting that the lack of proper PR and strategic communication continues to hinder the progress of many talented acts.
Speaking during a panel discussion on the GTV Spectacle show with Hager Owusu about the recently held 26th edition of the Telecel Ghana Music Awards (TGMA), Attractive Mustapha said many Ghanaian musicians are struggling to reach their full potential because they don’t respect or understand the role of PR in building their brands.
“Our musicians don’t value PR, and that’s why many are still suffering and struggling to get to the level they deserve,” he lamented.
“They do all the good and hard work, but without the right communication and PR strategy, the visibility and positioning they need—especially internationally—becomes a challenge.”
The seasoned journalist, who has spent decades promoting Ghanaian creatives, added that many artists fail to appreciate the role PR professionals play in their journey and often overlook the need to invest in it.
“I’ve helped countless artists over the past years, and it’s sad how many don’t even acknowledge the effort. PR is not a luxury—it’s a necessity,” he stressed.
Attractive Mustapha commended newly crowned TGMA Artiste of the Year, King Promise, for leading by example.
King Promise recently announced that he will sponsor a Master’s degree programme for his Public Relations Officer, Tilly Akua Nipaa, in appreciation for her outstanding work during the TGMA campaign season.
“King Promise has shown real leadership and gratitude. Supporting Tilly’s education is not only a kind gesture but a recognition of how important her work has been in pushing his brand forward,” Attractive Mustapha remarked. “This should be a wake-up call for others.”
He emphasised that PR is a powerful tool in elevating Ghanaian musicians both locally and internationally—helping shape public perception, build strong fanbases, and attract global attention.
“From image-building to media relations and storytelling, PR is what connects the work of musicians to the hearts and minds of audiences. If we want to see our stars dominate the global stage, then we must take PR seriously,” he concluded.
AM/KA