Artiste manager Qwabena Addo, who doubles as the Marketing Manager for Brand Minds Ghana, has stated that artistes can better sell their music and brand if they view the infamous act of ‘payola’ as an investment into their career rather than extortion by DJs.
Mr. Addo who has managed several artistes including Iwan, Irene Logan and currently managing highlife legend Felix Owusu believes although ‘payola’ is not the ideal way to sell artistes’ brand, it can yield more dividends for artistes if they enter into contractual agreements with DJs to play their songs as they pay them.
Qwabena Addo in an interview with Mr. EL on Pluzz FM’s Mid-Morning show says the very people who say no to payola are the very ones who indulge in it.
He therefore advised Ghanaians not to be hypocritical about ‘payola’ but legalize it to help promote music and artiste brands.
He said as far as management of artistes is concerned, more work needs to be done to push a brand into the mind of the public.