Sefa to TikTok influencers: Please change your tariffs, as music in Ghana is not profitable.

 Sefa to TikTok influencers: Please change your tariffs, as music in Ghana is not profitable.

  

The Ghanaian singer-songwriter Sefa has brought attention to the financial struggles that Ghanaian musicians endure, highlighting the low income from music.

Considering this, she recommended that musicians who are significant promoters of songs on TikTok and other platforms consider cutting their fees.

Sefa claims that social media, specifically TikTok, has become a significant platform for song promotion in Ghana, with influential people playing a crucial part in causing their music to become viral.

 “Yes, that is the new social media now. If you compare TikTok to the social media we used to have, the engagement there is more than what we used to have, and as a creative, you want to constantly push your music, so there is no harm in trying.

The Black Avenue Muzik signee claimed they constantly pay the influencers to promote their music.

“We pay money for influencers always, for them to promote our songs, and looking at the marketing side, it helps, but a lot of things come together to make the song a hit song.

 It’s not just about paying. You can pay 100 influencers, and a song won’t hit, but it’s just a bit of it and part of the creative process.

She continued, “The influencers take a lot of money, 20,000 Cedis, 30,000 cedis, 40,000 cedis, and it’s more like you’re asking or paying for their services.

And they can’t do it for free because that is how they also eat, that’s how they make money, and the entertainment sector consists of various kinds: music, dancers, influencers so that’s how they also eat.

Sefa pleaded that the influencers reduce their prices to a reasonable amount since Ghana music does not pay very well."

 

“I think they can do something about the prices because music in Ghana does not pay as compared to outside. They should reduce the prices,” she added.

Her plea reflects the broader challenges musicians face in Ghana, where the financial returns from music are perceived to be limited compared to the costs involved in promoting and sustaining a music career."