Accra Mall hosts Soulful Serenade live music event on October 17

Kenkubii warns free online concerts are hurting live show attendance

Ghanaian musician Kenkubii has voiced significant concerns regarding the long-term viability of live music events in the digital age. He argues that the increasing prevalence of free music performances and full-length concert footage on social media platforms is actively discouraging fans from attending physical shows. According to the artist, the ease of access to high-quality digital content has created a shift in consumer behavior that threatens the traditional live entertainment business model in Ghana. Kenkubii highlights that the convenience of watching a performance from a mobile device or computer often outweighs the desire to attend a venue, particularly as fans grapple with the rising cost of living. When full sets are uploaded shortly after or even during an event, the perceived value of a paid ticket diminishes. This digital accessibility has made it increasingly difficult for event organizers to convince audiences that a physical presence is necessary to experience the artistry of their favorite performers. To counter this trend, the musician asserts that the industry must evolve by offering experiences that simply cannot be replicated on a screen. He emphasizes that for live shows to remain attractive, organizers and artists must prioritize high-energy performances and superior production standards that surpass the quality of amateur or professional social media uploads. Creating a deep, personal connection between the artist and the audience is now a critical component of any successful live event, serving as a primary incentive for fans to invest their time and money. As the Ghanaian entertainment landscape continues to navigate these digital challenges, the focus must shift toward exclusivity and engagement. Kenkubii’s observations serve as a call to action for the creative industry to innovate and redefine the live experience. By ensuring that physical concerts offer unique, immersive elements that digital platforms lack, artists can maintain the cultural and financial relevance of live performances in an era of instant online gratification.