4. Limited promoting and marketing of their artists
Upon closer examination of recent activities within record labels, a significant criticism emerges: labels are neglecting to invest in promoting their artists. Even those that do engage in promotion often fall short. While production is crucial, marketing is equally essential. Regardless of an artist’s talent or the quality of their work, financial success remains elusive if their music isn’t widely heard or seen.
The key lies in allocating a budget for promotional activities and allocating appropriate funds to ensure the product reaches its audience. Relying solely on bloggers and media outlets for free promotion is unrealistic. If resources are available for music video production, then investing in paid promotion through bloggers should be considered.
Numerous talented artists are confined to local fame when they have the potential for national recognition, if only their labels would allocate sufficient funds for promotion. As the saying goes in Cameroon, “You can’t sell a cat in a bag.”
