Kofi Kinaata has emphasized the indispensable role of traditional media in the career development of artistes.

Speaking candidly on Thursday, May 16, 2024, Kinaata underscored the mutual benefits that both artistes and media houses derive from each other.

Kofi Kinaata, known for his insightful lyrics and hit songs, expressed that for up-and-coming musicians, securing an interview slot on a media platform is a significant opportunity.

"If you’re an up-and-coming musician and you’re handed a slot for an interview, the media house is doing you a huge favour because people pay huge amounts of money for advertisement and you’re also coming for the interview to advertise yourself," he explained.

"You spend about 30 minutes talking about your project for free; meanwhile, some brands pay for such airtime. So, it’s an opportunity for you. They’re doing you a favour."

However, Kinaata also emphasized that this relationship is mutually beneficial. Established artistes, with their substantial fan bases, bring considerable attention and listenership to media platforms.

"Also, there are artistes who have built their brands, they have huge followings; so, when they’re coming on your show, they bring listenership. So, that is a hand-in-hand thing. You give your platform to the artiste and the artiste gives your platform attention. That’s a win-win situation," he added.

Kinaata also noted that some artistes even contribute to media houses by creating jingles for them, further solidifying the symbiotic nature of their relationship.

Despite the rise of digital platforms, Kinaata believes that traditional media remains crucial for long-term success.

"Without traditional media, you can survive but you would get stuck somewhere eventually. You’d have a limit to how far you can go. If you really want to survive, you can’t do without traditional media," he asserted in an interview with Nana Romeo on Accra FM 100.5.

Kinaata’s comments shed light on the evolving yet enduring relevance of traditional media in the music industry. His perspective resonates with many in the industry who recognize the importance of leveraging various media channels to reach broader audiences and sustain career growth.

As the digital age continues to transform the landscape of media consumption, Kofi Kinaata's insights underscore that traditional media still plays a vital role in amplifying the voices of artistes and connecting them with wider audiences.

Meanwhile, Kofi Kinaata has released his maiden EP titled 'Kofi ooo Kofi'.



BB