Promoting Music Is Expensive – Lord Paper

Ghanaian Soul, Afrobeats and Hip Hop artist Lord Paper has revealed that promoting music is an expensive endeavor. On a recent episode of Ekwanso Dwoodwoo, hosted by Nana Romeo, the musician explained that reaching a wider audience requires substantial financial investment. He lamented that compared to the past, when promotion could be achieved by visiting just a couple of radio stations, today's artists must shell out significant amounts of money to influencers and promoters.

Lord Paper reminisced about his early days of promoting his music. Back then, he could visit Okay FM and a few other radio stations, and the rest would follow and play his songs. However, in today's digital age, if an artist opts to use influencers, the costs can skyrocket. A single influencer can demand around GH¢20,000, and using five of them could cost up to GH¢100,000. This level of expenditure, according to Lord Paper, is prohibitively expensive for many musicians.