US-based Ghanaian gospel musician Kingsford Menkah has shared his thoughts on why gospel music events often receive far less sponsorship than secular ones.
His comments come amid growing concerns about the lack of sponsorship for gospel shows, with top gospel acts such as Joe Mettle, Ohemaa Mercy, and Diana Hamilton also expressing similar frustrations in recent times.
Speaking in an interview with Graphic Showbiz, Menkah noted that despite attracting large audiences, gospel events continue to struggle with funding largely due to the refusal of gospel artistes to promote products that conflict with their faith, such as alcohol and contraceptives.
“That is happening because of our ‘holy’ attitude. You don’t expect a company that sells alcohol or condoms to sponsor your event when you fail to promote their products because your religious doctrines, beliefs, and values don’t support drinking alcohol, frown on premarital sex, or even the use of contraceptives,” he said.
“Companies aren’t charities; they’re businesses looking for value. If we can’t offer something in return for their sponsorship, they have no incentive to partner with us.”
Menkah blamed the problem partly on ignorance and a lack of education among gospel artistes, stressing that these issues can be addressed if gospel musicians begin to see themselves as brands and operate professionally.
“Many gospel musicians still treat branding like it’s something only secular artistes need. That’s a mistake. To be frank, we are too reliant on cheap labour and lack proper training and education in the business side of music.”
“Every gospel musician needs a professional brand manager who can make their work attractive to investors and sponsors. We’re still relying on free help without proper training. A brand manager who understands how to build and position a brand in a competitive market is essential for any serious gospel artiste,” he added.
ID/MA
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