The Head of Public Events and Communications at Chaterhouse Ghana, Robert Klah, has advised young and upcoming musicians to look beyond social media and focus on a balanced approach that combines both digital and physical promotion strategies.
Speaking in an interview on Joy FM on November 10, 2025, Robert Klah explained that while digital platforms have become essential tools for music promotion, Ghana’s music landscape still requires offline engagements due to varying levels of digital access across the country.
“If we are talking about strategies, you realise it’s not just about the digital world; it’s digital and physical space. Based on the picture I painted, if you’re focusing on the geographical jurisdiction of Ghana, Ghana is not all digitally compliant.
“If you check the internet penetration, I think it’s about 70%. Even though there’s a change, the change hasn’t affected any fibre of the country,” he said.
He further noted that different groups of people, including event-goers, early adopters, and late adopters, exist within Ghana’s entertainment space, making it essential for artistes to plan with all audiences in mind.
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“We have the eventers, we have the early adopters and the late adopters. All of these folks exist within our space. If you want to be able to plan something for Ghana, you can’t just focus on social or the digital media aspect. It has to be a combination of all the elements.
“These combinations are supposed to be done in such a way that it’s very insightful and it leads you to achieve the kind of objectives you are looking for. Some level of understanding the geographical area is very important in forming your strategies,” he explained.
Robert Klah also cautioned against relying solely on online visibility, noting that some artistes have strong digital presence but lack real-world engagement.
“I don’t want to limit it to one side because anytime we have conversations, it’s always about digital and once you go digital, everything is sorted out. People are loud on the digital and they are not loud on the grounds. We discover these things when we are doing the TGMAs,” he added.
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