Traditional and new media play significant roles in the creative industry, but what brings creatives closer to their audience is often what they prioritize most.
The advent of social media has sparked the rise of countless talents, putting many on the global map.
While the influence of traditional media remains, platforms like TikTok, Instagram, and others have generated millions of streams for creatives, offering unprecedented reach, insights and engagement.
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Speaking on GhanaWeb’s X Space discussion titled “Navigating the Showbiz Space as an Independent Act,” rising Ghanaian musician Rcee shared how social media has shaped his creative career as an artiste.
He spoke about the financial challenges of balancing traditional and digital media, explaining why he chooses to focus on platforms that align with his strengths and resources.
“Personally, I think traditional and the new online media are both very important. But do you have the budget to achieve a very great momentum with traditional media and online media at the same time? I think that’s the question. So, me that I don’t have that budget to achieve both at the same time, where do I feel I can do most? Where do I feel I can really achieve a lot at? Where is my strength? And then I focus on them more,” he said.
Just like many emerging talents navigating the industry independently, Rcee has had to make strategic decisions on how and where to invest his limited resources to grow and promote his brand.
He acknowledged that while traditional media can help push his music, his brand currently hinges on social media, considering his budget as an independent artist.
“But lately, most people love social media and online stuff. So, I think the online is very strong now. For now, yeah, the online is very strong as well,” he expressed.
The debate over the influence of traditional versus new media has been ongoing, with traditional media often associated with millennials and new media largely embraced by the Gen Zs.
For Rcee social media has been the main driver of his success as a young, budding Ghanaian musician.
“So, me personally, I’m a testimony, living testimony to the online marketing.,” he concluded.
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— GhanaWeb (@TheGhanaWeb) GhanaWeb/status/1976634704653672478?ref_src=twsrc%5Etfw”>October 10, 2025
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