Introduction

In the fast-paced world of African music, staying relevant is a constant challenge. Once an artist has climbed from beginner to skilled, the pressure to maintain consistent visibility increases. While traditional public relations (PR) strategies can build a personal brand, they often aren’t enough to keep an artist constantly in the spotlight. This is where gimmicks come into play.

Gimmicks—tricks or tactics designed to grab attention and generate exposure—have become a common tool in the arsenal of many Ghanaian artists. Whether intentional or spontaneous, these attention-grabbing moments can significantly boost an artist’s profile and keep their music in public discourse.

In this article, we explore how top Ghanaian artists like Fameye, Sarkodie, Shatta Wale, and Nigerian star Ruger strategically use gimmicks to amplify their songs, enhance their brand, and dominate conversations in the music industry.

Key Points

Background

The Evolution of Music Promotion in Ghana

The Ghanaian music industry has evolved significantly over the past two decades. From radio airplay and TV appearances to viral social media moments, the way artists promote their music has transformed dramatically.

In the past, a hit song was often enough to sustain an artist’s career for months. Today, with the rise of digital platforms and shorter attention spans, artists must constantly innovate to stay relevant. This has led to the strategic use of gimmicks—unique, often controversial tactics designed to spark conversation and generate buzz.

While some artists avoid gimmicks altogether, others embrace them as a necessary tool in a crowded and competitive market. The line between authenticity and performance can blur, but the results—measured in views, shares, and public discussion—are often undeniable.

Analysis

Fameye: The Spiritual Dance Phenomenon

One of the most talked-about gimmicks in recent Ghanaian music is Fameye’s “spiritual takeover” during his stage performances. Unlike traditional dance moves, Fameye’s performances often feature erratic, trance-like movements that fans and critics alike have struggled to categorize.

The artist has explained that he believes a spiritual alter ego takes control during his shows. While some have speculated that substance use might be involved—a claim Fameye strongly denies—there’s no denying that this unique style has set him apart from his peers.

What started as a personal expression has become a major talking point. Fans now expect the “spiritual dance” at every Fameye concert, and media outlets frequently cover his performances not just for the music, but for the spectacle.

This gimmick has done more than entertain—it has elevated Fameye’s brand, making him one of the most discussed artists in Ghana today.

Sarkodie: Turning a Dance Move into a Legacy

Sarkodie, one of Ghana’s most respected rappers, has also mastered the art of the strategic gimmick. His “Azonto” dance moment, popularized during a performance with Medikal at the Accra Sports Stadium, has become a staple of his shows.

The phrase “Fa ma omo, fa ma omo, ma me azonto no” now triggers instant recognition. What began as a spontaneous dance routine has evolved into a fan-favorite ritual. At nearly every Sarkodie concert, the crowd erupts when he delivers the now-famous “Dangerous Azonto” performance.

This gimmick has done more than entertain—it has kept his music relevant. Songs that might have faded from public memory are revived every time the Azonto dance makes headlines. It’s a perfect example of how a simple moment can be leveraged into lasting cultural impact.

Sarkodie has even admitted that some of his actions, like the release of his song “Kanta,” were designed to generate controversy and conversation. “I started it, and I was like, let me just create some controversy. I know what it’s going to be; it’s going to benefit certain people. It’s going to make people talk a lot,” he told BitAfrika.

Shatta Wale: The Power of Direct Engagement

Shatta Wale takes a different approach. Instead of relying on stage antics or dance moves, he uses direct, unfiltered communication with his audience. Through platforms like Facebook Live and TikTok, he frequently addresses current issues, responds to critics, and shares his opinions on everything from music to politics.

Even when he’s not releasing new music, Shatta Wale remains a trending topic. His live streams often go viral, sparking debates across social media. This constant engagement keeps him relevant and ensures that his name stays in public conversation.

Unlike Fameye or Sarkodie, whose gimmicks are tied to performance, Shatta Wale’s strategy is about personality and presence. He turns everyday moments into media events, proving that sometimes, the most effective gimmick is simply being seen and heard.

Ruger: Controversy as a Marketing Tool

Nigerian artist Ruger provides a cross-border example of how gimmicks can drive attention. During his tour, Ruger gained widespread notoriety for his intimate interactions with female fans on stage. These moments, while controversial, generated massive online discussion.

One incident, in particular, where a fan’s clothing was accidentally exposed during a performance, sparked outrage and debate across social media. While morally questionable, there’s no denying that these moments kept Ruger in the headlines and drew more attention to his tour.

Ruger’s strategy highlights a key truth about modern music promotion: controversy sells. Whether through dance, drama, or direct engagement, artists who master the art of the gimmick often find themselves at the center of public conversation.

Practical Advice

For Artists: How to Use Gimmicks Effectively

If you’re an artist looking to increase your visibility, consider these tips for using gimmicks strategically:

• Be Authentic: The best gimmicks feel natural, not forced. Fans can spot inauthenticity from a mile away.
• Know Your Audience: What works for one artist may not work for another. Understand your fan base and what resonates with them.
• Timing Matters: Launch your gimmick at the right moment—during a performance, after a song release, or in response to a trending topic.
• Stay Consistent: A one-time stunt may get attention, but a recurring theme builds a brand. Think about how your gimmick can evolve over time.
• Be Prepared for Backlash: Not all attention is positive. Have a plan for handling criticism and controversy.

For Fans: How to Engage Responsibly

As a fan, it’s important to enjoy the entertainment while staying critical and respectful:

• Distinguish Art from Artist: Enjoy the performance without necessarily endorsing every action.
• Engage Thoughtfully: Share your opinions, but avoid spreading unverified rumors or engaging in online attacks.
• Support Authenticity: Celebrate artists who stay true to their roots while innovating their craft.

FAQ

Conclusion

Gimmicks have become a powerful tool in the modern music industry, especially in competitive markets like Ghana. Whether it’s Fameye’s spiritual dance, Sarkodie’s Azonto moment, Shatta Wale’s direct engagement, or Ruger’s controversial stage antics, these attention-grabbing tactics serve a clear purpose: to keep artists relevant and their music in the public eye.

While not all gimmicks are sustainable or appropriate, they undeniably play a role in shaping how music is consumed and discussed today. The most successful artists are those who use these tactics strategically, balancing entertainment with authenticity.

As the industry continues to evolve, the line between art and promotion will likely blur even further. For artists, the challenge will be to innovate without losing their core identity. For fans, the task will be to enjoy the show while staying informed and critical.

In the end, whether you love them or loathe them, gimmicks are here to stay—and they’re changing the way we experience music.