A damning new study by African arts website, ChannelForAfrica.com, revealed this week how a combination of ignorance and negligence resulted in several top Ghanaian music stars losing out on the monetary rewards for music videos uploaded to number one video streaming site, YouTube.
And just six years ago, it appeared several Ghanaian stars were still oblivious of the fact the option of music video monetization was possible on YouTube.
The many victims included Sarkodie, Kojo Antwi, FUSE ODG, Mzbel, Sonnie Badu, Samini, Efya, Daddy Lumba, Ofori Amponsah, R2Beez and (every) other Hitmaker you can think of including the president of the Musicians Union of Ghana; Bice Osei Kuffour (Obour).
The error meant that thousands of dollars ended up in wrong accounts as Ghanaian artistes blindly allowed individuals upload their videos to the platform.
Ultimately, these uploaders are erroneously being credited with the profits earned from Views to their channels and in extreme cases Subscription to their channel.
Worse still, other musicians even paid certain individuals and organized groups, as they were deceived into believing that uploading their songs was a big favor and beneficial package in their interest.
Consequentially, being tricked into paying for song uploads by slick businessmen and supposed partners meant the real beneficiaries rather lost at both ends.
Three of the top reasons for the situation were the still growing popularity of YouTube, data challenges in terms of procedures for acquisition, availability etc, and poor online business exposure.
The research also revealed how certain artistes deliberately paid for advertising brands on YouTube to rightfully manage the promotion of their songs and videos both home and abroad through the media sharing platform.
Allowing another entity bear official music and videos without due procedures and authorization could be likened to building your social media following [Fan Page] through someone’s account.
But now these artistes have awoken to owning personal YouTube channels where fans can subscribe to their music videos and this move is a huge indicator of their sudden realization that the platform is essential both for revenue generation and artiste / music promotion.
Yet here is a list from Channel For Africa of some selected musicians, their songs and videos, and the identities of the pockets the gains are lining…
Sarkodie ft E.L – U Go Kill Me ft E.L (KwameJoe TV – 3.5M Views)
Ruff n Smooth – Swagger (akuokoz – 1.9M Views)
Nana Boroo – Ahayede (Ronaldini 1.5M Views)
R2Beez – Life (Walahi) – (bigojfilmsonline – 1.1M Views)
Castro – Odo Pa ft Baby Jet & Kofi Kinaata (Ghana Music – 3.4M Views)
R2Beez – Slow Down ft Wizkid (Justin Campos – 16M Views)
Sonnie Badu – Baba (Uvi Orogun – 17M Views)
VIP – Ahomka Wom (qasimg4 – 1.2M Views)
Daddy Lumba – Nea Woho Beto Wo – (E-Tamak Films – 2.6M Views)
Fuse ODG – Azonto (3 Beat – 4.6M Views)
Ofori Amponsah – Odwo ft Samini (Isaac Cypux – 909K Views)
Kojo Antwi – Medofo Pa (PREMIER GH – 874K Views)
Bisa Kdei – Mansa (Ghana playlist – 765K Views)
Buk Bak – Kolom (PREMIER GH – 559K Views)
Castro x Baby Jet – African Girls (Egya Kobina Bucknor – 2.4M Views)
Praye – Angelina (PREMIER GH – 205K Views)
Kaakie – Too Much (PREMIER GH – 353K Views)
D-Cryme – Kill Me Shy (Ronaldini – 120K Views)
Samini – My Baby (Tony Pun – 257K Views)
Tic Tac – Fefe Ne Fe ft Tony Tetuila (irina N – 232K Views)
4X4 – Shakazulu (GhClips – 106K Views)
Ayigbe Edem Ft Kwaw Kese & Sarkodie – You Dey Craze (Afrika Ayora – 128K Views)
Keche – Alguntugui (MyCampus Buddy – 125K Views)
Okyeame Kwame – Faithful ft Bertha (PREMIER GH – 535K Views)
Okyeame Kwame – Woara ft Raquel (PREMIER GH – 578K Views)
KK Fosu – Sudwe RMX ft Batman x Kokoveli (PREMIER GH 278K Views)
Castro – Toffee (deshar 693K Views)
Obour – Juliana ft AB Crentsil x Screw Face (Isaac Cypux – 186K Views)
Daddy Lumba – Aben Wo Ha (KGTPROMOTIONSTV – 13K Views)
…….and over a hundred more!!!!