Ghanaian musician Michael Takyi-Frimpong, popularly known as Lord Paper, has offered an unusual perspective on the role some artistes play in promoting music on social media, describing award-winning rappers Sarkodie and Fameye as influencers.
Lord Paper made the remarks during an interview with ZionFelix, where the conversation touched on the growing influence of social media personalities in Ghana’s music industry.
The discussion focused largely on the fees charged by social media influencers and the kind of impact their promotional activities can have on a song. While influencers are often hired to create awareness around new releases, Lord Paper suggested that some musicians are also performing a similar role through their own platforms.
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He acknowledged the importance of influencers in the music business, particularly at a time when social media has become one of the major avenues for artistes to reach listeners, promote new projects and keep their music in the public eye.
According to Lord Paper, Fameye is an example of an artiste who understands how to use social media effectively to push his music and maintain visibility among his audience.
He therefore described Fameye as an influencer, pointing to the singer’s regular use of social media platforms as part of his promotional strategy.
The conversation later turned to Sarkodie, one of Ghana’s most celebrated rappers, after ZionFelix mentioned the approach he uses to promote his work.
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Lord Paper maintained that Sarkodie could also be considered an influencer because of the reach and influence he commands online.
“Sarkodie is also an influencer and he understands the game very well,” Lord Paper stated.
His comments highlight how the boundaries between artistes, influencers and digital content creators have increasingly become blurred within Ghana’s entertainment industry.
For many musicians, social media is no longer simply a place to announce a new song or interact with fans. Platforms such as Instagram, TikTok, X and Facebook have become important tools for creating trends, driving conversations and keeping releases in circulation long after their initial launch.
Watch the interview below.
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