George Britton
The leader and founder of GB Recordz (GB Recz), George M. Britton, has disclosed the budget and strategy used to attain the success of Camidoh’s viral hit ‘Sugarcane’.
According to Mr. Britton, a whopping GH¢975,000 was sunk into promotions in 2021 and 2022.
“Camidoh attained global success as one of Africa’s most streamed artistes after spending just over GH¢975,000 in a year, on one song,” he wrote on Facebook on Tuesday, February 14, 2023.
Camidoh, a Ghanaian vocalist and songwriter, offered his fans the original ‘Sugarcane’ on November 19, 2021. On April 8, 2022, he followed-up with a surprise remix with Nigerians Darkoo and Mayorkun and fellow Ghanaian King Promise as guests.
Though the original, a solo, chalked success and topped charts, including becoming number 1 on Apple Music Ghana’s Top 100, it was the remix that shot the song into global fame and success.
According to Britton, this was all engineered and not left to chance.
“This feat was achieved by the amazing team behind Camidoh, i.e. Grind Don’t Stop, GB Recz, and Crux Global, not forgetting some amazing support from the media, family, and friends,” he noted.
The aforementioned GH¢975,000 was spent on the creation, shooting and hosting of music videos and local and international promotions for ‘Sugarcane’.
“JWillz and Rex, two incredible Ghanaian directors, shot and edited two music videos, ‘Sugarcane’ and ‘Sugarcane Remix’, respectively. Promotions were run on both radio and TV in Ghana, Nigeria, Kenya, Rwanda, Tanzania, Sierra Leone, the UK, and the US.
“Online ad sponsors, social media influencers, and content creators in Ghana, Nigeria, Kenya, the UK, the US, Tanzania, etc. were equally engaged. Nightclubs and bars in Africa as well as the UK played a significant role,” George enumerated.
George Britton did not disclose how much profit was made from the investment in the song. He just noted Camidoh’s growing international recognition and underscored the fact that even though “the music industry has evolved into one of the most costly,” it has also become one of the “most lucrative creative endeavours of our day.”