King Saha believes social media has changed the way artists communicate with the public, saying musicians no longer have to rely entirely on television and radio to tell their own stories.
Speaking on NBS After 5, the “Mulirwana” hitmaker said traditional media once controlled much of the information the public received about artistes, leaving musicians with limited opportunities to share their side of the story.
Being on social media is better because the information about artists was limited on TV and radio. It has helped us share the truth.
That freedom, King Saha believes, has given artists far more control over how the public sees and understands them.
He is quick to point out, however, that having a platform is only part of the equation. What artists do with it matters just as much.
Social media has helped a lot. We just need to know how to use it and be audience-friendly.
He believes social media can open doors, but lasting careers still depend on the people willing to support, endorse and invest in an artist’s journey.