“Social Media Killed the Interview Era” - Industry Insiders Debate

The rise of social media has completely reshaped how Ghanaian artistes connect with fans and traditional media is struggling to keep up.

That was the central argument on Big Convo, where industry insiders Sammy Flex, C-Real, and D-Cryme held a no-holds-barred discussion on why artistes rarely grant interviews anymore and why many now see TV and radio as outdated.

The conversation followed a viral post by Headless YouTuber, who called out musicians for “ghosting” the media and only resurfacing when they have a new project. But the panelists argued that the issue is bigger than the artiste attitude. It’s about how the media lost relevance in the digital age.

For veteran broadcaster and artiste PR Sammy Flex, the media’s struggle began the moment social media gave artistes direct access to their audiences.

“Before, artistes needed radio and TV to reach fans. Now they can talk to millions from their phones,” he said. “Why wake up early, spend money and go through stress just to be misrepresented online later?”

Sammy Flex revealed that major artistes like Shatta Wale invest heavily just to appear on traditional platforms.

Media pundit C-Real didn’t mince words about how the quest for clicks has eroded the credibility of traditional media.

“Media houses today care more about going viral than providing substance,” he said. “They chop up serious conversations into five-second clips just to bait people into watching.”

C-Real argued that social media has blurred the lines between journalism and gossip, creating a culture where every platform wants to act like a blog.

“Seasoned presenters know what to ask. They know how to host a proper conversation. But the temptation to trend has crippled the media’s professionalism. Interviews have become tabloid traps.”

From the artiste’s perspective, rapper D-Cryme said social media has made artistes more careful, not because they dislike the media, but because they’re scared of being misrepresented.

“Interview is not interrogation,” he said. “Some presenters come just to poke until you snap, then that five-second clip trends. That’s why artistes now choose silence.”

But D-Crime also called on artistes to adapt.

“Prepare before you go on air. Know what to say and what not to say. Don’t let fear of social media stop you from connecting with your audience, just be intentional.”

He believes artistes should blend both worlds, maintaining visibility online while still honoring credible platforms that respect their craft.

The conversation revealed a clear truth: the balance of power has shifted.

Artistes no longer depend solely on TV and radio to be seen or heard. But media platforms, desperate to stay relevant, have traded depth for virality.

As C-Real summarised,

“Social media is the wild, wild west but the difference is, people get to choose what they follow. Traditional media had the power once, but it lost it the moment it started chasing trends instead of stories.”

Until both sides learn to coexist with artistes prioritizing honesty and media houses regaining integrity, the interview era, as Ghana once knew it, might never fully return.