When You Try to Reach Everyone, You Reach No One” — Steve Owusu Challenges Gospel Artists on Audience Clarity

Renowned creative strategist and gospel industry voice Steve Owusu Shishiishi Man has sparked an important conversation within the gospel music space with a thought-provoking article urging gospel artists to know their audience and serve them intentionally.

In the article, Steve highlights what he describes as one of the most common mistakes gospel artists make — attempting to reach everyone at the same time. According to him, this approach often results in unclear messaging and weak connection. “When you try to speak to everyone, you end up speaking to no one clearly,” he emphasized.

Steve explains that every gospel song carries a specific assignment and is meant for a defined audience. He encourages artists to critically ask themselves key questions such as who their music is meant for, what spiritual or emotional problem it solves, and where that audience spends most of their time — whether on social media, radio, churches, or campuses.

He further outlines practical ways artists can apply this understanding, including creating content that speaks directly to their audience, choosing the right digital platforms, communicating in a relatable and authentic tone, and building genuine communities rather than chasing numbers.

According to Steve, people don’t merely support songs; they support artists they feel connected to. When listeners connect with an artist’s mission, they naturally stream, share, attend events, and even defend the artist’s brand.

He concludes by redefining marketing, stating that it is not manipulation, but rather clear and purposeful communication — allowing music to find the right people and the right people to find the music.

Written by Clement Afreh

Edited & Published by: Clement Afreh CBCInc Hypes @clementafreh