The Chief Executive Officer (CEO) of the music platform Ghana Songs, Bright Dwomoh, has made the claim that TikTok is causing the music industry to deteriorate. He believes that this social media platform, since its inception, has rapidly grown to become one of the most widely used tools globally.

TikTok, known for its short-form videos and viral challenges, has garnered immense popularity among younger users, thus exerting a significant influence on various industries. Consequently, Ghanaian artists have shifted away from promoting their songs through traditional media channels.

According to Mr. Dwomoh, any artiste who releases a song channels most of his or her promotion through Tiktok which is just an avenue to hype the song.

This medium he bemoaned doesn’t last as compared to the traditional media like radio where the DJ will play it on rotation to make listeners have a feel of the song and make it last longer in the system.

“Any artiste that releases a song always has Tiktik promotion in mind but TikTok only hypes the song for a week to a month and it fades away.

But if they follow the normal procedure by involving the traditional media by touring the radio and TV stations, it is 70% assured that it will blow and help it last longer in the system than using TikTok,” he stated.