Being the 10th anniversary of Ghana’s only event dedicated to celebrating excellence in the production of music videos, one would expect a clout of excitement and proficiency in the execution of the entire event, but this was not so yesterday at the Kempinski Gold Coast Hotel in Accra at the 4syte Music Video Awards. Among technical hitches, poorly conducted media relations to confusing communication, the event managed to pull through making this a comeback for the 4sytetv Music Video Awards; as last year was a ‘no show’ of the event.
One may deduce that the core fans and target audience of the 4syte Music Video Awards is the youth between the ages of 15 and 35, but official communications preceeding the event positioned the event as an ‘Executive’ one hence did not want the core fans at the venue. This may have started with high entry fees at Ghc 200 and Ghc 300. This also may have affected the early red carpet which which was publicized to commence at 4:00 pm but was still undergoing final touches at that time. Some photographers anticipated the red carpet to be crowded with people, but this was not the case. Celebrities came out to play but the core fans, the youth, weren’t really there in their numbers to interact with them unlike other youthful events this year. At about 6:30 pm, the stage outside on the red carpet which had artistes like Mr Drew, Efe Kiss, Krymi and others performing, had very little audience and almost no cheers. Another dent was during the announcement of the nominees for the ‘Best Highlife Music Video’. A different list containing a set of videos from a different category like Reggie Rockstines 11:11 and others was shown on the screens. The award presenter, Abeiku Santana, quickly noticed it and tried to briefly explain the confusion among the audience. “I can see some overlapping”, he said. That wrong set of videos later was revealed to be the videos nominated for the ‘Hiplife’ Video of the Year.
Other problematic issues that revolved around the event was the communique issued to Social Media publicists and other online media. They were asked to follow certain instructions by posting the official promotional artworks of the event after which will guarantee them automatic media accreditation. But, many who obeyed the instructions were still denied accreditation and struggled to get access to the main event hall. Another major incident that nearly ended the show in a distasteful manner was the ’10 years dance party’. This was to preceed Shatta Wale’s performance, but the hosts failed to inform the audience about the final act, Shatta Wale, and initiated the brief dance party which made some people leave the venue even though the hosts, Joselyn Dumas and DKB, tried to move into the audience and get people to dance. This significantly increased the number of empty seats in the auditorium but did not deter Shatta Wale from mounting the stage to perform as the last act. There was also the issue of tickets. One of the hosts of the show, Joselyn Dumas, kept saying that tickets were not sold, but some people testified to purchasing tickets from the MTN office. The official TV commercial of the 4syte TV Music Video Awards 2019 also advertised entry fees at Ghc 200 and Ghc 300. This was definitely a sign of miscommunication and angered some guests after the host made that statement.
But, there were also some memorable moments and great performances. Multiple award winner ‘Stonebwoy’ gave an energy filled presentation that got majority of the audience on their feet till he exited the stage. Also, Vodafone Ghana Music Awards 2019 ‘Best Rapper of the Year’ Medikal, showcased a creative blend of rap and theatre with his Ghanaian ‘Jesus Christ’ character. He didn’t just excite but simultaneously impressed the audience. This was beyond the usual performance of rap artistes in Ghana this year. His entry with an opera theme, dark ambiance and a glow in the dark jacket, began his performance with suspense and also gave the audience something to watch.
The 4syte TV Music Video Awards 2019 received praises from important personalities present. The Minister of Tourism, Arts and Culture Hon. Barbara Oteng – Gyasi lauded the management of 4syte TV for their commitment to the Arts. “Thumbs up to the practitioners of the industry and to the support structures such as 4syte TV because they actually expose our young practitioners and help them grow in the industry. So congratulations on your 10th anniversary because it’s not easy growing a business but you have survived for 10 years. We know you are going to continue to support the industry in more years to come”, she said. Multiple award winning rapper ‘Sarkodie’ who received a ‘Lifetime Achievement’ award also had some positive words for 4syte TV. “I think if we have platforms like 4syte TV, which plays more local content, Ghanaian music will go far”, he said.
The event was attended by numerous Ghanaian celebrities namely actresses Nikki Sammonas, Zynell Zuh, and a host of musicians like ‘kwaw Kese’, ‘Kwamina MP’, ‘La Meme Gang’, ‘Joey B’ , ‘Medikal’, and ‘R2Bees’ to name a few.
By Jerry Wonder