Social media influencer, Wesley Kesse
GhanaWeb Feature by Isaac Dadzie
The biggest red carpet event in the country, the Ghana Music Awards, has been the staple of traditional celebrities (actors, musicians, popular media personalities, fashion icons, etc).
However, recent years have seen an influx of digital influencers, from YouTubers to podcasters to Twitter and Snapchat influencers and, most ‘hated’ of all, TikTokers.
This phenomenon, however, has been met with mixed reactions from the public.
But herein lies the case: this phenomenon is not local to Ghana alone.
In the United States, the biggest award shows, like the Grammys and the American Viewers’ Choice Awards, have also seen an influence of digital influencers on their carpets.
So let’s make a comparison between the reception of influencers like Kai Cenat and Pokimane at international award shows and Ghanaian TikTokers at the Telecel Ghana Music Awards (TGMA) that offers insight into these differing perspectives.
Streamers at the Grammys
At the 2025 Grammy Awards, streamers Kai Cenat and Pokimane made headlines with their presence on the red carpet.
Invited by the Recording Academy, Cenat attended and livestreamed the event, engaging with celebrities like Kanye West and Tems.
His interactions, including a heartfelt moment with Vybz Kartel, were met with mainly positive reactions from the online community, who saw it as a recognition of the growing influence of digital creators.
Although there were some bits of skeptism, social media buzzed with comments like “Streamers taking over”, reflecting a positive reception to their participation in such high-profile events.
TikTokers at the TGMAs
In contrast, the appearance of Ghanaian TikTok influencers at the 2024 TGMA sparked a more negative response.
While the event featured stunning fashion moments from celebrities, the outfits of some TikTokers drew criticism.
Some influencers showed up on the red carpet in what some could call ‘bizarre’ outfits. Leading to backlash and some people calling on the organisers to reconsider allowing such appearances on the red carpet .
However, not all reactions were negative. Influencer Wesley Kesse garnered praise for his bold fashion choices, including a jacket adorned with 3D-printed rose petals.
Acceptance
The differing receptions to the same issue thus paint a light in how different countries and cultures accept digital influencers in traditional celebrity spaces.
In the U.S., bringing streamers into mainstream events shows that there has been a broader acceptance of digital fame.
But in Ghana, the acceptance appears to be more difficult. Many stakeholders still argue that the red carpet should not be tainted by social media personalities at the expense of proper celebrities.
Recently, entertainment pundits like Mona Gucci got into a back-and-forth with some influencers over the issue, with the argument that influencers are not ‘celebrities’ to be on the carpet.
While the debate still rages on, the fact still remains: digital influencers have become popular, if not more, than traditional celebrities, and we may begin to see more and more of them in mainstream events.
ID/EB
You can also watch an exclusive interview with Ayisi on the latest edition of Talkertainment below:
Click here to follow the GhanaWeb Entertainment WhatsApp channel
