The Chief Executive Officer (CEO) of 3Music Awards, Sadiq Abdulai Abu, has advised promising stars to go beyond the celebration of one million streams of their songs online.
Describing the celebration as ‘sub-standard’, he urged rising artistes to deliberately pursue more than one million streams with superior strategy.
Sadiq Abu also shot down claims by most artistes that the country’s fewer population is the reason why they cannot get more than one million streams online.
According to the 3Music Awards Boss, such excuses do not cut anymore.
“Talents need to go beyond the celebration of “1million streaming wins” every now and then. It’s sub-standard now. Our boys can get those crazy numbers in the period they want. They need to activate it and pursue it with some deliberate and superior strategy. The excuses about fewer population numbers don’t cut anymore. Lot of case studies to back this.” 3Music Awards Boss stated
He suggested to talents to devise promotional strategies to keep them on top of their game.
“The promotional effort should be as kickass and superior as the process of creating the product. Put in the extra work guys. The past few months and the music your primary market and it’s extensions into the diaspora is listening to is as a result of a deliberate and superior effort by those who are earning the plays to get it. I know it first hand. Let’s all put in some extra work in 2021. That truly global win is within reach. Lot of developments and global organisations looking into the market and interested with some notable ones looking to launch in 2021. But if we don’t do better and continue to work at this rate, we won’t be able to effectively take advantage of it to deliver value to ourselves and the ecosystem. Conversations in the past few hours with Ricky Tenneson, Deejay Ashmen and Antoine Mensah inspired this.” Sadiq posted
Read his full post below:
I think music promotion in these parts is poor. I know the talents are trying to, but it needs to be said that, we haven’t seen that deliberate, superior strategy to activate and push that good creative content our talents keeps churning out. The approach so far seems lazy and an often based on entitlement or should I say expectation that “industry” or people at the helm of industrial promotional channels must do it for us kinda without any deliberateness to push it. The “support your own” Ato nsuom, it’s become one-sided benefitting only one side and not working. You have got to activate it and turn whatever opportunities exist in your favour and not have certain expectations you know too well you can’t make some concessions for.
It’s become very predictable what talents do these days. Release the song, get the fanatics to trend it for one night, by the next morning, the trends disappear along with the song.
Again, talents need to go beyond the celebration of “1million streaming wins” every now and then. It’s sub-standard now. Our boys can get those crazy numbers in the period they want. They need to activate it and pursue it with some deliberate and superior strategy. The excuses about fewer population numbers don’t cut anymore. Lot of case studies to back this.
The promotional effort should be as kickass and superior as the process of creating the product. Put in the extra work guys. The past few months and the music your primary market and it’s extensions into the diaspora is listening to is as a result of a deliberate and superior effort by those who are earning the plays to get it. I know it first hand. Let’s all put in some extra work in 2021. That truly global win is within reach. Lot of developments and global organisations looking into the market and interested with some notable ones looking to launch in 2021. But if we don’t do better and continue to work at this rate, we won’t be able to effectively take advantage of it to deliver value to ourselves and the ecosystem. Conversations in the past few hours with Ricky Tenneson, Deejay Ashmen and Antoine Mensah inspired this.
PS// this is not a fanaticism conversation. It’s a call for us to do better. Don’t indulge with some tosh if this goes beyond your understanding. Thank you.
I think music promotion in these parts is poor. I know the talents are trying to, but it’s needs to be said that, we haven’t seen that deliberate, superior strategy to activate and push that good creative content our talents keeps churning out.
— BABA SADIQ (@sadiqabdulaiabu) December 28, 2020
I think music promotion in these parts is poor. I know the talents are trying to, but it’s needs to be said that, we haven’t seen that deliberate, superior strategy to activate and push that good creative content our talents keeps churning out.
— BABA SADIQ (@sadiqabdulaiabu) December 28, 2020
The past few months and the music your primary market and it’s extensions into the diaspora is listening to is as a result of a deliberate and superior effort by those who are earning the plays to get it. I know it first hand.
— BABA SADIQ (@sadiqabdulaiabu) December 28, 2020
