Media personality and publicist Edward Aganesh has emphasised the vital role media promotion plays in shaping an artiste’s career.
In a post on his official Facebook page, he noted that in today’s fast-changing entertainment landscape, media promotion is no longer optional but essential for artistes aiming for long-term growth and relevance.
“It boosts visibility, strengthens personal branding, builds audience engagement, and opens doors to industry recognition and financial opportunities. More than just exposure, strategic media engagement helps artistes maintain cultural relevance, manage their public image, and turn creative talent into a sustainable career,” he wrote.
He also highlighted the growing influence of digital media in music promotion, urging artistes to take full advantage of social platforms. In particular, he encouraged the use of TikTok and Snapchat influencers to expand reach and connect with wider audiences.
According to Aganesh, the digital era demands adaptability, with success increasingly driven by trend participation and viral content.
Citing Nigerian superstar Davido as an example, he pointed to the Timeless album rollout as proof of the impact of a well-planned media strategy. “Davido prioritises media promotion, and that is exactly why the launch of Timeless was such a monumental success,” he remarked.
Aganesh’s reflections serve as a reminder to both emerging and established artistes that media presence is not a secondary task, but a cornerstone of influence and commercial success in today’s music industry.