The Ghana Music Awards, now known as the Telecel Ghana Music Awards (TGMAs) since 2024, is Ghana’s biggest annual music awards event. Established in 1999 by Charterhouse, the awards were created to celebrate the outstanding contributions of Ghanaian musicians to the growth and expansion of the music industry.
One of the most prestigious honours at the event is the Artiste of the Year (AOTY) award. It is given to the artist adjudged by Charterhouse, the GMA Board, and the general public as having the highest audience appeal, radio presence, streaming numbers, and overall popularity. To be eligible, the artist must have released a hit song or album during the year under review.
This year, Ghanaians are asking: who will take home the biggest prize?
The three names in contention are Stonebwoy, the reigning 2024 winner; King Promise; and King Paluta. As the competition heats up, the Public Relations Officers (PROs) of these artists are working overtime to convince the public. Notable among them are MC Portfolio for King Paluta, Vida Adutwumwaa for Stonebwoy, and Tilly Akua Nipaa for King Promise.
Robert Klah, PRO for TGMA itself, is also playing a key role in keeping the awards event engaging.
But beyond the award night, what is the real role of Public Relations in this process?
Public Relations (PR) is about building and maintaining a positive image and reputation for an individual, organization, or brand. It involves managing how information is shared with the public, largely through media, online platforms, and events.
The big question is: should artistes only hire PROs when they are nominated for awards?
If so, then Public Relations is being wrongly underrated. PR is not just about pushing campaigns during award seasons. It is about consistently communicating the artiste’s brand identity, promoting projects, and creating a lasting positive image in the minds of the public.
When this is done well from the start, there will be no need for aggressive last-minute efforts during award campaigns. The public would already see the artiste as deserving because the brand has been built solidly over time.
Public Relations contributes greatly to award recognition by:
1. Building credibility: PR helps establish a solid reputation, making artistes more attractive to award committees.
2. Showcasing achievements: Through media coverage and social media, PR highlights successes that catch public and board attention.
3. Increasing visibility: PR increases awareness of an artiste’s work, making it hard for them to be ignored.
4. Crafting compelling narratives: Good PR weaves powerful stories around artistes’ achievements that make them stand out.
5. Leveraging media coverage: Positive media features add weight to an artiste’s claim for recognition.
By consistently applying PR strategies, artistes don’t just boost their award chances. They also build powerful brands that remain relevant and respected.
Therefore, artistes should see PROs as permanent partners—not just tools for award seasons. With strong and consistent Public Relations, winning awards like the Artiste of the Year becomes easier and more natural.
Let’s keep leveraging PR not just for trophies, but for the long-term building of positive, lasting brands.
