Should a Gospel Artiste Sell the Brand or the Song First? Steve Owusu Weighs In

Renowned gospel branding and music strategist Steve Owusu, popularly known as The Shishiishi Man, has sparked an important conversation within the gospel music space, addressing a question many emerging and established artistes continue to ask: Should a gospel artiste promote their brand first or push their songs?

In a reflective editorial response following his recent write-up on audience targeting, Steve Owusu makes a compelling case that people connect with the messenger before they embrace the message. According to him, even the most anointed and professionally produced song can struggle to gain traction if listeners do not trust or understand the person behind it.

He explains that in gospel music, a brand goes far beyond logos and aesthetics. It is defined by an artiste’s character, consistency, values, lifestyle, and reputation—both on and off the stage. In a society like Ghana, where gospel musicians are often viewed as spiritual role models, credibility becomes a vital currency.

Steve further notes that listeners subconsciously evaluate an artiste’s authenticity before committing to their music. Using practical industry examples, he highlights how brand equity can significantly amplify a song’s reach and reception.

While emphasizing that music releases should not be delayed in pursuit of perfection, Steve advises gospel artistes to let their brand lead and their music follow, allowing both to grow together intentionally. In his words, “Your character speaks louder than your voice, and your lifestyle often preaches before your lyrics.”

Read his full article here: Should a Gospel Artiste Sell His Image/Brand First or His Songs/Product?

Written by Clement Afreh — CBCInc Hypes

Edited & Published by: Clement Afreh CBCInc Hypes @clementafreh