Speaking on UTV’s United Showbiz yesterday, July 29, the “Awiey3” singer noted that times were changing in the digital area for which artistes must understand and play to its dictates.

Empress Gifty mentioned that the era of digitisation with the emergence and popularity of social media platforms such as Facebook, Tiktok, Instagram, Twitter among a host of others, have changed the face of marketing events with promotional videos being a relevant strategy for publicity.

“Even with the church now, if you are invited for a programme and you don’t do a promotional video, they don’t believe you will come for the event unless they see videos to confirm your commitments so that in the event that you don’t come as earlier agreed, they can use the video to hold you accountable.

“So for now, videos are part of the promotional strategies, at least in the new era that we are in.  It’s not a matter of whether it’s in the contract or not. At first, it wasn’t but it is now. Besides, I don’t think it’s too much of a burden because it is also good for the artiste,” she stated.

Empress Gifty noted that because of the new ways, musicians should always understand the demands of event organisers and in most cases, contract terms when contacted for shows.

 “As an artiste, you need to check the contract from event oganisers so that if there’s anything that you don’t agree to it or can’t do it, you just let them know.

“For instance, if you can’t do create three promotional videos for the event and can only do one, you should make them know and understand.

“Also, the time and the number of people who will be coming with you are equally important. When you make them understand things, you will not be pressured but if you agree to the terms of contract and do otherwise, that breeds misunderstanding,” Empress Gifty added.