A week or two ago, ace producer, Wei Ye Oteng raised a critical issue on the topic, “Modern Media (social media) killing bangers even before they reach their longevity or threshold, which traditional media did not do”, (paraphrasingly speaking). He was for the motion. The following raised points represents my take on the issue.

First of all, radio and TV will represent my idea of traditional media and fora like Tik Tok, Instagram, Facebook, etc will represent modern/social media. The traditional media had DJs, presenters and program hosts as segregators of the era. In music promotion, the modern media has celebrities, influencers, ”slay queens”, etc as controllers.

For one’s song to reach it’s climax back in the traditional media age, one had to use the DJs, presenters and program hosts. On the other hand, in this our modern media era, you sure need the ‘celebrities’, influencers, and those who matter on the internet to ‘blow’ your song.
Moving back to the motion, I disagree with it.

Back in the day, if the DJ’s, presenters, etc stopped playing your song, it naturally died out. The longevity of your song depended on how much playtime you got on the radios and TV. Also, if new songs from another artiste come, the DJ’s were bound to play the new songs more than the old ones, unless maybe, extra greasing of the palm is done.

On the hand, in modern times, an artiste needs the help of ”influencers” to create content with the new song to reach it’s apex. The longevity of the song in this era depends on the ability of the artiste and team to create more and nicer contents around the song (Using Kelvin Boy “Down Flat” and Camidoh’s “Sugarcane” as a case study).

For one’s song to reach it’s climax back in the traditional media age, one had to use the DJs, presenters and program hosts. On the other hand, in this our modern media era, you sure need the ‘celebrities’, influencers, and those who matter on the internet to ‘blow’ your song.
Moving back to the motion, I disagree with it.

Back in the day, if the DJ’s, presenters, etc stopped playing your song, it naturally died out. The longevity of your song depended on how much playtime you got on the radios and TV. Also, if new songs from another artiste come, the DJ’s were bound to play the new songs more than the old ones, unless maybe, extra greasing of the palm is done.

On the hand, in modern times, an artiste needs the help of ”influencers” to create content with the new song to reach it’s apex. The longevity of the song in this era depends on the ability of the artiste and team to create more and nicer contents around the song (Using Kelvin Boy “Down Flat” and Camidoh’s “Sugarcane” as a case study).

The advantage of the modern media over the traditional media in terms of longevity and promotion is that the mileage and reach is very wider because internet has made the world a global village. Also it provides avenues to contain plenty talents to shine with very little stress.

The disadvantage of the modern media as against the traditional media is it’s openness which allows mediocrity to thrive also. In the traditional media days, a song underwent critical scrutiny, which made sure the song is ”radio friendly” or censored and fit for listenership before it is played.

In all the above raised points which I believe strongly that the modern media system helps songs to thrive to it’s full capacity, I also believe that the modern media and traditional media sysrems are similar in their modus aperandi.
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 Lionel.