Awards events: What do they do for the image of artistes?


- It's an open secret that artistes especially like awards

- Are there effects of awards on the image of artistes?

- Obed Boafo, Public Relations Officer of 3Music Awards shared a few thoughts about the issue

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Awards, as the name implies, recognises the efforts of individuals and organisations during a year under review.

These are usually clamoured for especially in the creative arts industry.

Awards event: What do they do for the image of artists?
Awards event: What do they do for the image of artists? Photo source: user-generated
Source: UGC

The new awards schemes, either regional or national tend to pop up just about every other year perhaps buoyed by the idea of creatives being excited by the thought of their name been preceded by 'award-winning.'

It is often considered an ego boost for the brand and image of said winner(s.)

When an individual or group picks an award, they often have the kindest words to say about the scheme's organisers, and pretty hurtful or mean stuff when it doesn't go their way.

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In 2014, Shatta Wale went on an uncouth rant aimed mainly at Charterhouse, organisers of the Ghana Music Awards (founded over two decades ago) after he lost out on the ‘Dancehall Artiste of the Year’ awards.

This begs the question, outside of the ego-boost, is there anything awards do for the image or brand identity of creatives?

“Music Awards are an important fraction of the bigger music ecosystem. They offer a platform for musicians to get rewarded for their efforts during a specific calendar under review. It is an awarding mechanism that allows them to partly access how well they are doing,” says Obed Boafo, Public Relations Officer of 3Music Awards.

3Music is one of two national music awards schemes in Ghana. Its organisers pride the awards on being progressive, forward-thinking, and big on supporting female and alternative artistes.

Its fourth edition, held this year, was the talk of the town for several weeks for what entertainment observers said was the innovative performances, and willingness to embrace current trends.

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Boafo adds: “Also, it provides equity to these artistes as it helps to build their profile, which contributes to the larger brand they build. The equity opens them up to endless opportunities, which they can tap into throughout their career.”

It is well-documented that awards schemes create a lot of controversies, intentionally or unintentionally.

However, no matter how angry creatives are about such events, it’s safe to assume they are not staying away because of perceived benefits.




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