From L to R: MC Portfolio, Vida Adutwumwaa and Tilly Akua Nipaa
As the countdown to the 2025 Telecel Ghana Music Awards (TGMA) heats up, the spotlight isn’t just on the artistes, it’s also on the people pulling strings behind the scenes: their Public Relations Officers (PROs).
These media tacticians are shaping narratives, driving fan engagement, and amplifying the achievements of their respective artistes, turning the race for ‘Artiste of the Year’ into a high-stakes PR showdown.
Last year’s blueprint: The MC Portfolio effect
The ‘Artiste of the Year’ category at the 2024 TGMAs saw a fierce battle, particularly between Stonebwoy and King Promise.
But beyond the music, it was their unofficial PROs who ignited the real competition.
MC Portfolio, representing Stonebwoy, launched a strategic and aggressive media campaign across both traditional and digital platforms.
From radio and TV interviews to Twitter threads, he consistently reminded the public and industry stakeholders of Stonebwoy’s accolades and cultural influence.
On the other side, Efia Odo championed King Promise’s cause on social media, stirring debates and building momentum around his achievements.
When Stonebwoy finally clinched the title, the impact of MC Portfolio’s campaign was impossible to ignore.
In a rare moment of recognition, Stonebwoy brought him on stage during his acceptance speech, allowing him to speak and publicly acknowledging his role. In the weeks that followed, MC Portfolio was humorously dubbed the “Deputy Artiste of the Year.”
A new year, a new shift
Now, heading into TGMA 2025, the dynamics have evolved, and so have the allegiances.
MC Portfolio has switched sides and is now backing King Paluta, the Kumasi-based hitmaker behind tracks like Aseda and Makoma.
He believes 2025 is King Paluta’s moment and has thrown his full weight behind the campaign.
His strategy highlights King Paluta’s organic rise, cultural resonance, and mass appeal. Whether on TV panels or social media, Portfolio is working tirelessly to position his new client as the people’s choice for Artiste of the Year.
BHIM Nation’s new voice: Vida Adutwumwaa steps in
With MC Portfolio now out of the BHIM camp, a new voice has emerged: Vida Adutwumwaa.
As a seasoned media personality, Vida has taken the reins of Stonebwoy’s PR campaign.
She has been on a relentless media tour, from UTV to Onua TV and Okay FM, promoting his dominance and defending his place at the top.
Her approach is two-pronged: countering claims that Stonebwoy should step aside for younger artistes, while simultaneously spotlighting his achievements.
According to her, Stonebwoy deserves to make history as the first artiste to win Artiste of the Year back-to-back.
King Promise’s camp gets a new firebrand: Tilly Akua Nipaa
In King Promise’s corner, popular media figure Tilly Akua Nipaa has stepped in, taking over from Efia Odo.
Tilly has been unapologetically vocal on both social and traditional media. She has been using data, including King Promise’s record-breaking 10 nominations, as a major argument for why he deserves the crown.
She hasn’t hesitated to stir controversy either. Recently, she questioned Kweku Smoke’s inclusion in the Artiste of the Year race, claiming King Promise’s global presence and consistency put him in a league of his own.
The PR war that could decide it all
This year, artistes are doing less of the talking, leaving their PROs to lead the conversation, and it’s proving to be a game-changer.
With experienced voices like MC Portfolio, Vida Adutwumwaa, and the emerging Tilly Akua Nipaa at the forefront, the Artiste of the Year race has become more than a celebration of musical accomplishments. It’s now a communications battle.
Each PRO brings a distinct strategy:
MC Portfolio is banking on street credibility and grassroots appeal for King Paluta.
Vida Adutwumwaa is leveraging legacy and institutional presence to keep Stonebwoy on top.
Tilly Akua Nipaa is driving a fact-based, fan-fuelled campaign for King Promise.
As TGMA 2025 approaches, one thing is clear: the Artiste of the Year will not only be decided by the music, but it will also be won in the media trenches.
AK/EB
