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Kula cautions musicians against outdated promotional tactics

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  Published in Media and Entertainment on Wednesday, November 5th 2025 at 9:52 GMT by Ghanaweb.com
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Musicians Urged to Modernise Their Promotion Strategies – A Deep Dive into Kula’s Call to Action

Ghana’s music scene has long thrived on a blend of raw talent, vibrant culture, and relentless hustle. Yet, as the industry increasingly embraces digital technologies, a growing number of artists find themselves clinging to promotional methods that have, by and large, become obsolete. In a recent feature on GhanaWeb, Ghanaian singer‑songwriter and music entrepreneur Kula addresses this very issue, urging musicians to abandon antiquated tactics and embrace a forward‑looking, data‑driven approach to marketing.

The Core of Kula’s Message

At the heart of Kula’s warning is the observation that many musicians still rely on “flyers, posters, and word‑of‑mouth” to spread their music. While such grassroots tactics may have worked a decade ago, the article points out that they no longer reach the widest, most engaged audiences. Kula explains that the music industry has “shifted from physical media to digital streaming and online engagement.” He underscores that contemporary listeners discover new music primarily through platforms such as Spotify, Apple Music, YouTube, TikTok, and Instagram, and that neglecting these avenues is akin to “selling a radio station in the age of podcasts.”

From the Past to the Present: A Comparative Snapshot

To illustrate his point, Kula references a handful of specific practices:

• Physical Distribution – “Handing out CDs at local cafés or distributing posters in markets is still happening, but the return on investment is negligible compared to online streams.”
• Traditional Radio – While radio remains influential, Kula notes that “stations are increasingly leaning towards playlisting content that’s already popular on digital platforms.”
• Live Performances Alone – “One can’t rely solely on concerts or gigs. Without a robust online presence, fans may never discover an artist’s next release or upcoming tour.”

He contrasts these with modern alternatives that have proven to be more effective:

• Social‑Media Advertising – Targeted ads on Facebook and Instagram allow artists to reach specific demographics, track engagement metrics in real time, and adjust campaigns on the fly.
• Collaborations with Influencers – Partnering with micro‑influencers can boost visibility in niche communities.
• Short‑Form Video Content – Platforms such as TikTok and Instagram Reels enable musicians to showcase snippets of their music, creating shareable moments that can go viral.
• Streaming Analytics – Tools that track listener habits across Spotify, Apple Music, and YouTube provide actionable insights that help artists tailor their releases and promotional efforts.

Personal Anecdotes and Industry Insight

Kula’s own career trajectory provides a compelling case study for his recommendations. He recalls the early days of touring local venues and distributing mixtapes, only to find that his most significant fan base had migrated online. By pivoting to a digital-first strategy—leveraging Instagram Live sessions, TikTok challenges, and streaming playlist submissions—he experienced a measurable uptick in both streams and live‑event ticket sales.

“We grew from 5,000 to 200,000 streams in under a year,” Kula told GhanaWeb. “It wasn’t about working harder; it was about working smarter and using the tools that are available.”

Kula also touched upon the importance of branding. “Your visual identity—logos, color schemes, photo shoots—needs to be consistent across all platforms. It’s not just about the music; it’s about the entire package you present to the world.” This holistic approach, he stresses, is vital for forging a memorable presence in an overcrowded marketplace.

Industry Implications and Call for Education

Beyond individual artist tactics, Kula calls for a broader industry shift. He urges music labels, event promoters, and industry bodies to invest in training programs that teach emerging artists how to navigate digital marketing, data analytics, and brand building. “If we want Ghana to continue to produce globally recognized talent, we have to equip our musicians with the same tools that international acts use.”

Kula also references a recent GhanaWeb piece that profiles his newest single, “Echoes of Freedom.” The article links directly to the track’s Spotify and YouTube pages, showcasing an example of how an artist can integrate cross‑platform promotion. Kula’s official Instagram account—linked within the original article—further demonstrates his multi‑channel strategy, featuring behind‑the‑scenes footage, teaser clips, and interactive Q&A sessions that drive engagement.

Conclusion: A Roadmap for Modern Musicians

Kula’s message is clear and timely: Musicians must abandon outdated promotional tactics and fully embrace digital avenues to maximize reach, revenue, and fan engagement. By leveraging data‑driven marketing, consistent branding, and multi‑platform content, artists can carve out a sustainable career in today’s competitive landscape.

In a world where a single viral clip can catapult a relatively unknown artist to international acclaim, the tools are within reach for anyone willing to adapt. As Kula’s experience illustrates, success in the modern music industry is less about the sheer volume of work and more about strategic, informed action—an approach that every aspiring and established musician should adopt.