Pappy Kojo; A music marketing case study.

The Ghanaian rapper just dropped his first single after a long while of just entertaining Ghanaians with his funny Tiktok skits, during the infamous lockdown period. Pappy Kojo tapped the “Asakaa Boys’,” O’Kenneth and Reggie, for his “Koobi” titled track. In this article, we will look at ways in which he leverages these platforms to aid in his music marketing.

The song is undeniably good, but the rapper has been dominating trends for something else, his Tiktoks promoting the single.

If there’s a Ghanaian artiste who has hacked Tiktok and content creation for music promotion, it would have to be Pappy Kojo. His recent exploits have even spurred on his colleagues to create their own Tiktok accounts. It was even surprising that, Sarkodie, who is arguably Ghana’s biggest artiste didn’t have an account till recently. But what has Pappy Kojo been doing to dominate the trends with his latest offering?

When creating content, there’s a thin line between staying in touch or out of touch with reality. Pappy Kojo since the “lock down” days has preyed on Ghanaian pop culture moments to create his Tiktoks. In the recent ones he’s done to promote his single, he has tackled issues from how music promo has changed, to industry beefs, Shatta Wale’s kissing incident, LGBTQI discourse, the proposed E-Levy, the newly installed IGP Dampare, and even hopping on the dance challenge for “Down Flat,” which is the number one song in the country now. If you are not paying attention to the song directly, you are at least relating to what he’s depicting. Another genius thing he’s been able to do is figuring out the right texts for the AI voice in the app to voice out in a Ghanaian accent. Here’s a timeline of all the Tiktok videos Pappy Kojo has made for his single. Other Ghanaian artistes can learn a thing or two from this strategy for their future releases.