Jay Nice is set to stage his first solo concert, Jay Nice Unplugged, on Saturday, October 31 after a two‑year hiatus from event organising. The Ghanaian artist said securing sponsors is the biggest hurdle for emerging musicians who wish to host their own shows, citing the high costs of promotion, production and event logistics.
“Preparations for an event are always tough. My biggest challenge has been securing good sponsors who can support the programme and help make it a success,” Nice told Graphic Showbiz on Sunday, October 18. He added that mounting an event requires a lot of resources and the right sponsors are essential to delivering the experience he wants for his audience.
Nice highlighted the financial strain of promoting music in Ghana, noting that radio airplay and publicity often require upfront payments. “Despite the fact that musicians mostly have to pay before their music gets played, there are some key people in this industry who will genuinely show you love and support just because your music is good,” he said. “But the system will definitely drain your budget. Music is an expensive job.”
For artists still building their profiles, the challenge can be daunting. Organising a concert demands significant investment, yet attracting sponsors and audiences may hinge on an artiste’s existing visibility and following. This can make it difficult for emerging musicians to create the very platforms they need to grow their brands.
Despite these obstacles, Nice remains optimistic. He urged fellow musicians to focus on developing their individual strengths rather than viewing the industry as a competition. “Yes, Ghana has many talents and new ones keep emerging, but this industry is not a competition. The top is too broad for only one star to shine. We all have our parts to play, and all the stars can shine at the same time,” he said.
Describing himself as a growing artiste and event organiser, Nice said consistency, authenticity and staying true to one’s brand are key to standing out. He added that he performs when booked and occasionally organizes his own events to engage fans, aiming for a bigger, more impactful career.
Fans can look forward to Nice’s Unplugged concert, which marks his return to event organising after a two‑year break spent rebranding and refining his sound. The concert will offer an intimate experience for supporters eager to see the artist’s growth firsthand.
