Vodafone Can Lose Subscribers If It Doesn't Consider The Stance Of Music Fans—Vallume

Vodafone Ghana Music Awards has over the last few years come under various criticisms concerning its nomination and award of artists in the Ghana music industry and this, Vallume, a music producer and CEO of music production, promotions, and Events Company, Vallume Classics, has said can negatively affect the subscriber base of Vodafone.

“Vodafone is the event's major sponsor and technically, every sponsor of any program is undoubtedly liable to back lashing when the brand to which it is associated is back lashed", he states, further explaining that it is “just like a child would disrespect an elderly person and his parents will instead be associated with it. Why? It is simple. The parents were supposed to check the child's decision and also influence it too.”

He said the fact that Vodafone is a major sponsor and has its name attached to the Ghana Music Awards brand obviously implies that they have a hand in the decision making of Charter House concerning the Ghana Music Awards. It is therefore necessary that they give critical consideration to the complaints of the people so that it doesn't affect their own brand.

“Vodafone must not forget that it deals with subscribers. These subscribers are also fans of artists being nominated; some of whom are disqualified and others music nominations scraped. Music can be so addictive that addicted music fans see the musician as an idol and even a comforter.

So in a situation where the idol isn’t ok, the company becomes an enemy. And by their purchasing power, subscribers of vodafone who are also fans of some of these artists can withdraw their subscription so I think the telecommunication network must consider things like these. Even if not in this year’s award show, subsequent years must be critically looked at," he said.

The 2016 Vodafone Ghana Music Awards comes off on May 7.