Afro-pop, vocalist and songwriter Ellen Ayensuaa Gyapong known in the music circles as Efe Keyz has disclosed that the collapse of Menzgold Ghana Limited affected her promotion in the music industry.
In an interview with Happy FM’s DJ Advicer on the ‘Ayekoo After Drive’ show, she explained that the activities of her promotional team was affected. They became quite inefficient and ineffective because of the crisis. She said, “Promotion slowed down because people wanted to hear that the Menzgold issues were being addressed than paying attention to our promotion budget”.
According to the ‘Juju’ singer, even though she had no official contract with Zylofon, she had frequent deals with the record label to promote her. She admitted that the issues of Menzgold really affected her financially, emotionally and in general affected the pace of her musical career.
She has however mentioned that her new management understands the kind of artiste she wants to become, and that is a good step to promoting her brand as Efe Keyz.
Music touches us in many ways and produces different reactions. For Efe, it became necessary to express herself with music by addressing issues such as life, love, marriage, and heartbreaks. Efe does her music in local languages in addition to English.
By: Alberta Dorcas N D Armah