Shatta Wale gives PR a seat at his management table

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Shatta Wale, Dancehall artiste

Shatta Wale is an artiste you expect to make the news for the wrong reasons. In the past it was either dissing another artiste, having a spat with Charterhouse Gh Ltd or pulling off a rather ridiculous and preposterous stunt on stage.

That has been his image and reputation for a while now – the bad boy of Gh’s music industry. The stories about him in recent times are changing though. I don’t know about you but the Shatta Wale I have seen in 2016 and some of the decisions he has made, puts me in a position to conclude that he has realized the “reality” or finally surrounded himself with the right crop of people.

One might argue that it seems the severance of his relationship with Bulldog, his Manager for a while now has breathed a fresh lease of hope and life into his brand. It could be a valid argument i may agree with. This is not to say that Bulldog was a bad influence on his brand. He contributed his widows mite into making and taking Shatta to the level he finds himself now.

Already, the year 2016 seems to have started off on a good note for him. Somewhere last week, he graced the Glo CAF Awards in Abuja, with a performance and personality which astonished his teeming fans in Ghana and captivated the hearts of many around the continent.

Two days ago, the self-acclaimed Dancehall King announced his new management team. It was a move which surprised many – myself included. Like the legendary King Arthur, i can say confidently that this is an artiste, who has used his genre of music (Excalibur) to defy the odds, battled hard in an Azonto and Alkaida-loving society and in the process found his prominence (Camelot). So assembling his knights of the round table (Julio Cyriaano, Nii Armah Mensah Snr, Pope Skinny, Chris Koney, DJ Manni, etc) and choosing his Guinevere – Hajia4Real  at this point in his career (though some might argue its rather late) was an exercise in order.

Aside the fact that I was a little surprised to see Hajia4Real on the list, I was equally surprised to find him include a seasoned Public Relations (PR) professional in the list of his new management team. Having said that, let me hasten to add that I believe choosing Hajia4Real, a lady who seems to have a good sense of fashion and has been in charge of his wardrobe for a while now isn’t a bad move. It’s already having a telling effect on the way the “everybody like my thing” hit maker portrays himself at recent events.

Remember his all corporate look at the Glo Caf awards? I think we may be seeing more of this “new guy” persona from him; as he has made a decision to go more corporate with his brand.

Shatta Wale seems to be a man on a mission in 2016. Everything about him this time around smacks of the statement, “I means business”. He is an artiste whose actions or inaction in one way or the other has cause many to conclude that he doesn’t appeal to Corporate Ghana thus the none of them granting him brand ambassadorial roles.

It is thus in the pursuance of this new strategic direction, I believe he opts for PR as a resort and Chris Koney, as a choice for his Public Relations and Social media efforts. This is a step in the right direction.

It is a plain but sad truth that in our little corner called Ghana, many artiste care less about reputation management (otherwise Mzbel won’t attack followers on social media or Shatta himself wouldn’t do some of the things he has done in the past). The fact is that the issue of having someone to do PR for them, is often an afterthought. At worse many have publicists or spokespersons, who know little or nothing about public relations or communication.

Chris Koney, PR and Social Media Manager for Shatta Wale 

So, in opting to go along with Chris, a seasoned public relations professional, Shatta Wale has chosen to break away from the norm and embrace best practice. In Chris Koney, he has a level-headed professional, whom I believe has what it takes and the showbiz experience to help reshape the brand of the “Kakai” hit maker.

Already, I have realised that Chris has hit the ground running. He has been the one doing all of his issues management efforts. He has been with him at interviews and reacting to issues arising from Shatta’s filing of his nomination for this year’s Vodafone Ghana Music Awards. I monitored the interview with Naa Ashokor on Starr FM and he did a good job of bringing us to a very good understanding of why Shatta has revoked his earlier decision.

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Chis Koney with Shatta Wale during an interview. 

In the past we would have seen his Bulldog do this or at worst, Shatta Wale himself would be reacting to such issues. In such instances, you and I know how these efforts often ended. Hahahahahaha! Your guess is as good as mine.

Personally, i give Shatta Wale a thumbs up for his decision to give PR a seat at his management table and more so, for sticking with a PR professional. I believe that it can only get better from here; as he choose to tilt his brand more towards the corporate side of things. My only advice to him is that in doing so, he should not forget those who have been the wind beneath his wings all these years –  grassroots fans.

What do you make of Shatta Wales decision to give PR a seat in his management team? What do you think of his choice of Chris Koney as his PR and Social Media Manager? Let’s have a conversation in my one corner.


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