2020 3 Music Awards Sponsorship Expensive

Sadiq Abdulai Abu

Sadiq Abdulai Abu, Chief Executive Officer of 3 Music Network, organizers of the annual 3 Music Awards scheme, has revealed that securing sponsorship for this year’s event held virtually on May 2 was a difficult one.

Because of the ban on public gatherings due to the Covid-19 pandemic, this year’s edition of the awards ceremony was held with no audience but was streamed on Joy Prime and other social media pages.

The awards ceremony was held to honour Ghanaian music icons for their commitment and hard work in their music career

The CEO said since the awards scheme was established some years ago, they had spent a lot of money in organizing the awards night without making any profit.

He told Doctor Cann on Showbiz Xtra on Happy FM in an interview, “We have lost a lot of money. Over the years we have spent money without getting anything back.”

Though they have spent so much without making any profit, Mr Abu was quick to add that such awards schemes were not a money-making ventures but rather a platform to appreciate the music industry stakeholders who were making the industry thrive.

According to him, it is not unusual for a brand to start and have revenue issues. “We are building a brand and we need to build a reputation and not be focused on the money,” he added.

He noted that the team was currently focused on building a brand and an ecosystem that would help promote the Ghanaian and African music scene on the world music market.

When Doctar Cann asked if sponsors did not contribute to the entire event, he revealed that “NASCO Electronics supported the ‘Next Rated’ category,” adding that other partners for the awards scheme were mostly bloggers and media houses.

It has been three years since the awards scheme was established and the organizers have hosted three successful editions but one major challenge has been securing major sponsorship and the organizers believe it is just a matter of time.

At this year’s awards ceremony, hip hop artiste, Sarkodie, won five awards—Hip Hop/Hiplife Act of the Year, Music Man of the year, Fan Army of the Year, Best Rap Performance and Best Collaboration awards.

 Kofi Kinaata also took home two awards—Song of the Year and Highlife Song of the Year awards.  Shatta Wale won Digital Act of the Year award and Stonebwoy taking home Reggae/Dancehall Act of the Year award.

Gospel singer, Diana Hamilton, also took home the Gospel Act of the Year and the Female Act of the Year awards. Afro beat singer, Efya, was honoured with the Best Female Vocalist award.

By George Clifford Owusu