Evaluation of Personal Branding Activities in the Ghana Music Industry: An Explorative Study

Abstract

The phenomenon of personal branding has received a lot of attention and has increasingly been contested and debated. In an age where the internet has permeated several aspects of our lives, everything seems to be mediated. The evolution and resultant proliferation of social media, as well as other activities that make up personal branding has brought some changes to the processes of personal branding, affording individuals with direct tools to manage and promote their brands. This essay seeks to analyze the various activities that make up the personal branding efforts of musicians in Ghana. The study will contribute to the scores of literature on the subject by narrowing in on how musicians in Ghana understand the concept of personal branding, and how their various understanding has influenced their activities in pursuit of building, maintaining and promoting their brands. The study also examines the challenges involved in personal branding among the various musicians in Ghana. The study proposed a qualitative technique where ten individuals from the music industry will be interviewed, and the details of the interactions will be analyzed. The findings show that personal branding is a blend of various activities and social media appears to be predominant. The findings will augment existing literature and provide a useful insight regarding the nuances associated with personal branding among celebrities in Ghana.