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    It’s not easy to sustain VGMA Hype – PRO

    by Kwame Dadzie/citifmonline.com/
    posted Thursday, 23 March 2017 15:32| 0 Comments

    The spokesperson for the 18th edition of Vodafone Ghana Music Awards (VGMA), Nii Ayite Hammond, has reacted to complaints about the current lull in publicity for the award scheme.

    Contrary to talk by entertainment enthusiasts and critics that the award’s hype has plummeted within some few weeks, Mr. Hammond has told citifmonline.com in an exclusive interview that the present seemingly silence of the award has always been the pattern over the years.

    “If you have studied the VGMA over the years (minus when we owned a TV station) this is how it runs. Publicity is high at the beginning of the year when call for nominations are announced and when they are released,” he explained.

    He added that if the release has a lot of controversies, discussions stretch on various platforms; otherwise about three weeks after the release of the nominations, the buzz drops until about two weeks to the finale.

    “It is not easy financially to sustain hype for almost four months continuously. You need to be strategic,” he further stated.

    Asked if the allegation made by former spokesperson for the scheme, George Quaye, that some gospel musicians had attempted to offer bribe to win awards had affected this year’s awards, he replied that “it didn’t affect it negatively or positively.”

    According to Mr. Hammond, this year’s award ceremony promises to be more exciting and colourful as they infuse activities that best suit the celebration of the 60th anniversary of Ghana.

    Vodafone Ghana Music Awards is organised by Charterhouse, a subsidiary of the Multiple Concept Group, with Vodafone as its headline sponsor.

    This year’s edition is scheduled for 8th April, 2017 at the Accra International Conference Centre.

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