Ghanaian musician, Kofi Kinaata, has shared his view on the discussion of TikTok music promotion.
The influence of TikTokers when it comes to music promotion has been topical in Ghana for some weeks now.
This was after TikToker-Asantewaa, known in private life as Matina Dwamena, stated on UTV that musicians cannot get hit songs without TikTokers.
Speaking in an interview with Graphic Showbiz that Newshuntermag.com has come across, Kinaata admitted that TikTok plays a role in song promotion as we are in a digital age.
“No one should get me wrong. TikTok is not a bad place to promote one’s songs. We are in the digital age from which has come TikTok, a platform which is effective in pushing the works of musicians.
“I think TikTok influencers are, however, not helping the purpose of the platform since they promote a song they are paid for. Thus content is not considered often. Setting the agenda for a song to trend rather becomes a priority,” he said.
“Making a hit song is like a fruit. It is not healthy when you force it to ripe. Instead of musicians promoting these songs organically, they turn to ‘short cuts’. They are forced to pay influencers to make their songs trend.
“And the influencers also do it just for the cash so after a few months when another song is released, they take money to promote it too,” Kinaata added.
The talented musician advised that the songs should be allowed to hit organically.
“My music is very popular on TikTok and it is not because I paid any influencer to make videos for it to trend but ordinary people who appreciate my songs and creativity take up that challenge.
“When you have an influencer doing about seven videos for a song, it will definitely fly. It’s just like having a radio station play a song over and over again.
Eventually, it gets into the heads of people. Even if you don’t like it, you will come to love it because it has been ‘forced’ on you but the danger is that you will quickly grow tired of it,” he stated.
Kofi Kinaata was however not ready to pay any TikTok influencer to promote his songs.
“I have no issues with my fans performing my songs on TikTok but I won’t pay an influencer to do it and that is why I find it quite interesting when some of my colleagues feel they are way ahead just because their songs are trending on that platform,” the Susuka composer further stated.