The ongoing debate between Ghanaian artistes and media professionals regarding coverage and support for local creative projects has once again sparked discussions about accountability, strategy, and the evolving landscape of entertainment journalism. Kwame Dadzie, a seasoned entertainment journalist, has weighed in on the matter, offering a nuanced perspective that highlights both the challenges faced by the media and the responsibilities of artistes in securing visibility for their work.
The Artiste’s Frustration: A Common Narrative
Many Ghanaian artistes and creatives have repeatedly expressed dissatisfaction with the media’s perceived indifference toward their achievements. Their complaints often revolve around a recurring theme: despite significant milestones—such as international tours, festival wins, or groundbreaking projects—their efforts go unnoticed by mainstream and digital media outlets. A typical lament heard in industry circles goes something like this:
“I spent months touring Europe, performing to sold-out venues, yet no Ghanaian journalist or blogger covered it. How can they ignore such a monumental achievement? A Ghanaian film just won at an international festival, and no one is talking about it. Where is the support?”
These frustrations are not unfounded. The entertainment industry thrives on recognition, and when local talent achieves global recognition, the expectation is that Ghanaian media—both traditional and digital—would amplify these successes. However, Kwame Dadzie argues that the narrative is more complex than it appears.
The Media’s Perspective: Limitations and Intentions
Dadzie acknowledges that many journalists in the culture and arts sector genuinely strive to highlight positive developments within the Ghanaian creative community. “The reality is that a lot of Ghanaian journalists in the culture and arts space would want to write or talk about any good thing happening about their own,” he states. “Most times, we do stories for people in the industry on our own volition.”
Yet, he emphasizes that the media operates within inherent constraints. “The media is not omniscient or omnipresent. We are not magicians. We can’t know everything happening in the world. We can only report on what we have seen or discovered.” This admission underscores a fundamental truth: journalists rely on information being brought to their attention. If an artiste’s project remains a closely guarded secret, it is highly unlikely to surface in mainstream coverage unless actively promoted.
The Digital Age: A Crowded Playground
The rise of digital media has further complicated the landscape. In an era where anyone with an internet connection can publish content, the competition for attention has intensified. Dadzie points out that the sheer volume of information circulating online makes it nearly impossible for individual projects to stand out without deliberate effort.
“In the new media era, where so many things are happening at the same time on the internet, the good thing you are doing is likely to be drowned out because the space is crowded. Everybody is a writer now. Everybody is a blogger. Every social media user is producing content. You will be lost in the crowd if you don’t intentionally project yourself or what you do.”
This observation highlights a critical reality: passive reliance on media coverage is no longer sufficient. In a world where algorithms dictate visibility, artistes must adopt proactive strategies to ensure their work reaches the right audiences.
The Role of Public Relations: A Non-Negotiable Strategy
One of the most insightful points Dadzie makes is the necessity of Public Relations (PR) in securing media attention. He stresses that artistes cannot expect their work to gain traction without actively engaging with journalists and bloggers.
“If you are doing something and you have not intentionally developed a PR strategy for it, don’t expect it to automatically get media attention. If, by happenstance, you get earned media, thank God for it. But that doesn’t usually happen.”
His argument is clear: media coverage is not a given. It requires effort—whether through press releases, strategic outreach, or leveraging social media platforms to connect with journalists. Dadzie further elaborates:
“It is easier for your work to get media coverage when you present it to a journalist or blogger than to wait for them to find out about it. If they don’t find out, your work possibly dies out.”
This sentiment underscores a fundamental truth: visibility is earned, not inherited. Artistes who fail to communicate their achievements to the right people risk their work being overshadowed by more aggressively promoted projects.
The Way Forward: Collaboration Over Complaint
While it is understandable for artistes to seek media support, Dadzie’s response serves as a reminder that the industry operates on mutual effort. The media cannot single-handedly sustain the visibility of every creative endeavor, nor should artistes expect it to. Instead, a collaborative approach—where both parties take ownership of their roles—is essential.
For journalists, this means staying informed, seeking out stories, and maintaining an open dialogue with the creative community. For artistes, it means recognizing the importance of self-promotion, strategic PR, and proactive engagement with media outlets. When both sides fulfill their responsibilities, the result is a more vibrant and well-supported entertainment ecosystem.
Conclusion: A Call for Responsibility
The debate between Ghanaian artistes and media professionals is not about blame but about shared responsibility. While the media plays a crucial role in amplifying success stories, artistes must also recognize that their work’s visibility depends on more than just waiting for coverage to happen. In an age where digital noise is overwhelming, intentionality and strategy are the keys to ensuring that Ghanaian creativity shines—not just in international arenas, but also in the local narratives that shape public perception.
Ultimately, the goal should be a symbiotic relationship where both parties work together to elevate Ghanaian talent, ensuring that every achievement—no matter how small or grand—gets the recognition it deserves.
