Volta Region‑based artist Komlaga Justice Komla, known professionally as Kenkubii, says the rise of free music performances and full concert footage on social media is making it harder for artists and event organisers to attract crowds to live shows. He told the Graphic Showbiz on Sunday, October 11 that fans can now watch performances on their phones without paying for a ticket, forcing organisers to offer far more to get people out of their homes.
"People can now watch performances and full concerts on their phones for free, so it takes a lot more to convince them to buy a ticket and come out," Kenkubii said. He added that while Ghanaians still love entertainment, the rising cost of living is also hurting attendance. "Ghanaians still love entertainment, but with the rising cost of living, they are more careful about how they spend their money," he explained.
He stressed that organisers must give fans a very good reason to attend, noting that it is no longer enough to simply organise a show because popular artistes are performing. "People now want an experience worth leaving their homes and spending their money on. It is no longer enough to organise a show because popular artistes are performing," he said. He also pointed to the high cost of staging concerts and the difficulty of finding sponsors, adding that the economy is hard and sponsorships are not coming as before.
For Kenkubii, the problem goes beyond the economy. He believes the industry must respond to changing audience expectations and that artistes need to offer something fans cannot get online, such as energetic performances, quality production and a stronger connection with the audience. "Fans will still pay, but only for value. We have trained them to expect everything for free online, so if you want them to pay to see you live, you must give them what they cannot get on their phones," he said.
Born Komlaga Justice Komla, Kenkubii is known for his Borborbor Fusion sound. His songs include "Believe" and "Mɔzɔlawo (Travellers)", released in September 2026.
