Ghanaian–South African singer and songwriter, Adina Thembi Ndamse, popularly known as Adina, has opened up about the noticeable shift in album promotion strategies from the past to the present day music industry.
Speaking in an interview on Angel Drive on Tuesday, March 3, 2026, the award-winning artiste compared the current promotional landscape to the era of highlife legends such as Daddy Lumba and Kojo Antwi.
According to Adina, album promotion in those days allowed listeners to fully experience entire projects, as radio stations would give airtime to multiple songs off a newly released album.
“Back in the day, during the Daddy Lumba and Kojo Antwi era, it was different. When an album was released, radio stations would play all the songs for people to fall in love with each one because of how the structure was,” she explained.
She noted that the current system tends to focus heavily on one lead single, often sidelining other tracks on the album.
“But now when an album is released, one song from the album will be played from morning till evening, and the rest will be played later,” she said.
Adina emphasised that promoting an album today requires a more aggressive and strategic approach.
“Promoting an album has become more intensive. You need a whole shebang to make it hit,” she added.
The singer also commended fellow Ghanaian artiste Black Sherif for the impact of his project, Iron Boy, noting that many fans are familiar with multiple songs from the album, a feat she described as the ultimate goal for any musician.
“I give props to people like Black Sherif for ‘Iron Boy’ because a lot of people know every song on it. That’s the goal. I pray God helps us to also reach that level,” she concluded.
