We Spend 50,000 On Shatta Wale’s Interviews - Sammy Flex

In a revealing conversation on the Big Conversion, Shatta Wale’s PR, Sammy Flex, pulled back the curtain on why Ghana’s top artistes often shy away from granting media interviews and how the relationship between musicians and the media has grown increasingly strained in recent years.

The discussion, which began with a post from Headless YouTuber, questioned the outdated trend of artistes “ghosting” the media for months only to appear for multiple interviews during album releases. The YouTuber urged artistes to maintain consistent engagement with the public year-round, even when not promoting new work.

Responding to this, Sammy Flex who has worked on both sides of the media and entertainment industry offered a blunt explanation: many artistes no longer see interviews as worth their time, money or energy.

“Many of our musicians are not coming because of our own people,” Sammy Flex began. “When they spend time and resources to come for interviews, it doesn’t end in their favour. Instead of highlighting the meaningful parts, people clip the funny moments to make them trend online. They end up being laughed at.”

According to him, this cycle has made most artistes selective and cautious about media appearances, preferring to engage only when they have a project or personal agenda to push.

Sammy Flex illustrated his point with an eye-opening example:

“Before Shatta Wale will prepare fully to go for an interview, we spend not less than 50,000,” he revealed. “That includes security, police dispatch riders, vehicles for his team, and even money to show appreciation to hosts. So imagine spending that much just to be asked unnecessary questions. He won’t do it.”

His statement paints a vivid picture of the logistics and the expectations surrounding major celebrity interviews in Ghana today. For artistes like Shatta Wale, media appearances aren’t casual conversations; they are calculated business decisions involving planning, expense and brand risk.

Beyond the artistes, the conversation turned to the media’s role in this dynamic.

Pundit C Real offered a sharp critique of how many Ghanaian media platforms have shifted from being culture shapers to profit-driven entities obsessed with virality and clickbait.

“Media houses have lost the mandate of amplifying and celebrating talent,” he said. “The focus is now on monetizing viewership, not nurturing artistry. Interviews aren’t conducted for substance anymore, they’re done for replay value.”

C Real argued that sensational headlines and trending clips have replaced meaningful storytelling. This, he says, has damaged trust between artistes and the media, reducing interviews to transactions rather than mutual exchanges.

The conversation concluded with a broader reflection on responsibility. For the industry to thrive, both sides, the media and the musicians must rebuild trust. Media platforms must prioritise research, respect and relevance, while artistes should recognize the power of consistent engagement beyond album cycles.