Creative industry’s survival in digital age

Advancement in technology has expanded boundaries and caused significant changes in the way people survive and their working process.

Currently, a key innovation is the modes of expressing one’s creativity, whether as a musician, painter, poet, playwright or filmmaker.

Although the Internet has created opportunities to directly engage with fans and distribute music, it has also created a fiercely competitive and crowded environment in which getting noticed and getting rewarded for efforts is time and energy-consuming.

Profession

Over the years, technology has played a key role in shaping the creative industry.

Consider the progression from the phonograph and analogue tape machines to digital recording software and internet-based streaming services.

The past two decades of rapid innovation in digital technologies have changed how creatives do things.

For example, composers can produce film scores from their home studios; musicians can play for fans around the world through live-streamed performances; songwriters can record albums and release them on digital distribution and streaming platforms without ever landing or signing a record deal.

Connections

It may seem like the digital revolution has inarguably hurt the creative industry, Afrobeats act, Kojo Golden, tells the Daily Graphic that technology has scaled up the interactions and connections creatives have with fans.

“Social media and video streaming services enable creatives to connect with fans directly, reducing the need for expensive public relations campaigns.

In general, the digital era has led to a democratisation of the creative industry, improving opportunities for people like us,” he said.

He explained that, for instance, before COVID-19 hit, live music was seeing a steady growth for the past two decades.

During the pandemic, musicians had to monetise live-streamed performances over social media platforms.

“The digital era has been tough on the music industry, for example, but it has also opened the door for emerging artistes who might otherwise never have gotten the exposure they deserve.

This democratisation and proliferation of music through technology are a boon for music lovers,” Kojo Golden said.

Testimony

The young man, who has been doing music since 2009, explained in the interview that a big part of surviving in the creative industry in the digital era was maintaining a positive attitude.

“You may not always enjoy the change but don’t quit.

I have been there and today my story has changed.

I now have a song, Pan Them, that is making waves; that piece got me a nomination in the Ghana Music Awards USA.

It has also paved the way for me to work with the Nigerian act, Ice Prince Zamani,” Kojo Golden said.

Music Business

Kojo Golden further advised that if you were a creative person who desired to make a full-time career out of it, then you needed to approach it as a business to survive in the digital era.

“You have to take it seriously; dedicate yourself to it, study and work towards your goals.

You must translate your creativity into business terms.

I have had to learn this the hard way as a musician; however, it has been working for me over the last five years,” he said.

On challenges, he said, “It’s funny how in Ghana is about whom you know, which means if you don’t know anyone to help you in the Ghana music industry, you cannot make it,” he said.

Competition

For his part, songwriter and performing act, Daniel Orji, who is known as Odu Zee in the creative and arts industry, stated that the rise of social media and platforms such as YouTube had increased competition and given many more creatives the chance to gain success.

“Becoming a successful creative person in today’s digital world requires more than just raw talent.

You must be able to build an identity and a brand that people can associate you with.

The availability of technology should be jumped on and utilised to an advantage,” he said.

E-mail: delali.sika@graphic.com.gh