Sammy Flex, Public Relations Officer for Shatta Wale, has opened up on why many top Ghanaian artistes, including his own artiste, are no longer enthusiastic about media interviews. He believes the media environment has increasingly become unfavourable, making artistes feel that their time and effort are not rewarded.
According to him, artistes often walk away from interviews only to see the least meaningful or humorous segments circulating online for ridicule rather than proper promotion of their work. This, he said, has created a situation where public appearances do not provide value to the artistes involved.
He also highlighted the huge financial commitment required for someone like Shatta Wale to show up for an interview. The preparations involve large expenses, including security arrangements, dispatch services, transportation for team members, and gestures of appreciation to hosts. Sammy Flex estimated the total cost at no less than GH¢50,000 per appearance.
Because of these concerns, he noted that many musicians now approach media engagements strategically, choosing only platforms that align with a project launch or a clear personal objective.
His submission follows comments from musician and YouTuber, Kula, also known as Headless YouTuber, who recently criticised artistes for going silent on media platforms until they need publicity for new releases.
