Pay media to advertise your songs: Magic Rocker to artists.
Magic Rocker, a Ghanaian musician residing in the United States, is strongly urging his fellow artists to allocate funds for media marketing of their compositions.
He believes that it is unjust and unsustainable for musicians to depend entirely on the kindness of media outlets in order to receive free marketing.
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He is arguing that rather than giving money to people in media outlets, musicians should approach their craft like a company and set aside money for press coverage, social media advertising, radio and television airplay, and press coverage.
On why he thought this move had become necessary, he told Graphic Showbiz in a recent interview that there was a growing sense of entitlement on the part of some musicians when it came to the promotion of their works; they assumed that the media was obliged to give them that spotlight.
According to him, if musicians rethought their business models and prioritised structured budgetary allocation, it would effectively amplify their brand visibility, increase their fanbase, drive sales and streaming numbers, and establish a sustainable music career.
“Musicians should not feel they are entitled to free media promotion for their songs. The music industry, like any other business, is about making money, and the media operates on the same principle.
“Artists must acknowledge that there is a fee associated with having their music projected by media sources. The operation of media platforms necessitates substantial resources, including infrastructure, personnel, and equipment—all of which have an associated cost. He continued, “The media has an obligation to maintain its operations and recoup its investment.
Song promotion is a service that needs to be paid for, just like any other. If musicians want to get noticed by the media, they have to be prepared to invest in their own visibility because media platforms are businesses, not nonprofits. Gone are the days when you could expect your songs to be widely promoted simply because you are a skilled musician.
