Kofi Kinaata has advised musicians against resorting to shortcuts during music promotion.
Wading into the promotion of songs on TikTok discussion, the ‘Susuka’ hitmaker stated that it is not bad to promote songs on the platform since we are in a digital age.
However, he said the songs should be promoted originally.
“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,” Kinaata posited in an interview with Graphic Showbiz.
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“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.”
“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,” Kofi Kinaata further stated.
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On whether he will use the platform or not, Kinaata averred: “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.”
