PR & Corporate Communications professional Afia Drah has stated that rapper Sarkodie missed the opportunity to right his wrongs.
The expert’s claim comes after Sarkodie apologized to Reggae Dancehall artiste Samini for allegedly snubbing him. According to the PR practitioner, Samini made direct claims to Sarkodie, hence, the rapper should have personalized his apology and owned up to his mistakes. She spoke on 3Music TV’s Culture Daily under the topic “ A PR Masterclass: Managing the Crisis; Protecting the brand”.
“I watched the interview and I was like “you missed the opportunity.” The moment you started using “we,” I said you’ve lost it. Because people didn’t say you and them. People said when we text you. So he had a good opportunity to say I’m sorry. He could have used “I” and respond. The moment you start saying “we will look at it,” I was like this guy no. Samini didn’t say I sent it to his team. He said him. So it’s not your team or company. It’s you as a person. I would have said that I’m sorry if I didn’t see your message, sorted.”
Moving forward, Afia Drah indicated that branding secures investments thus, people must live up to the brands they build.
“You have to live the brand. You have built a brand that You like people. Even if you do not like people you have to like people. Because you can’t be a celebrity and not like people. Whom are you doing the music for? Whom are you doing the film for? It is not a fake life. You are building a brand. This is how I want you to know me. There’s no turning back.”
Sarkodie's 2014 single "Love Rocks" drew on Samini's mastery of reggae music. The reggae song was praised as a fantastic fusion of the nation's rap and reggae genres. Nearly ten years later, at least in Samini's opinion, there seems to be some animosity between the two artistes. It was triggered by a fan who asked the dancehall artiste when fans could expect another collaboration from the two.
Many people were surprised by Samini's reply.
“Not sure I’ll need a verse from sark but if he ever does need one I’m not interested and that’s facts. He knows this himself. )y3 Alo sometimes and I don’t play that. Yes or no be problem for am so e go slow you and your project go dull …, he did it to me on burning EP”
He accused Sarkodie of being reluctant to return the favor he extended. He asserts that he produced the verse for Sarkodie's "Love Rock" at no cost. He views the artist as a hypocrite because of this.
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