Dear Gospel Artiste,

Following my second write-up on “Know Your Audience and Serve Them Intentionally,” I received several phone calls and messages. Interestingly, one question kept coming up repeatedly. As I always do, I have decided to put this response in writing for clarity and wider impact.

The question is simple, yet very important:
Should I push my songs first, or should I build my brand first?

The honest and practical answer is this:
People connect with people before they connect with products.

People Buy the Messenger Before the Message
Your song may be powerful, anointed, well-written, and professionally produced. However, if people do not know you, trust you, or clearly understand what you stand for, that song will struggle to travel far.

Music may open the door, but trust keeps people inside.

In today’s gospel music space, listeners do not just consume songs, they observe lives.

Understanding What “Brand” Truly Means

Your brand is not your logo, photoshoot, or social media aesthetics alone. Your brand is:

1. Your reputation
2. Your values
3. Your consistency
4. Your lifestyle
5. Your message, both on and off the stage

In simple terms, your brand is what people say about you when you are not in the room.

As a gospel artiste, your lifestyle plays a major role in your brand positioning. This becomes even more critical when you operate in a society like Ghana, where there are strong moral expectations, not only because you are a Christian, but also because you are seen as a public spiritual figure.

Certain behaviours, associations, and attitudes may not be illegal, but they can quietly weaken trust and dilute your message. In gospel music, credibility is currency.

The Silent Questions Every Listener Asks

Before people stream, download, share, or support your song, they subconsciously ask:

1. Who is this person?
2. Do I trust their message?
3. Are they consistent?
4. Do they live what they sing?

These questions are not always verbal, but they are powerful. When the answers are positive, your music gains momentum. When they are unclear or negative, even a great song can be ignored.

I once posed this question on Starr FM’s Church Extra show, hosted by my brother SOG Precious:

Imagine “AW Yesu” by the young artiste Prince Agyemang Prempeh was released by Joe Mettle, or “Yehoda” by Carl Clottey ft. Luigi Maclean was released as MOGmusic ft. Joe Mettle.
Would the reception be the same?

You can listen to these songs yourself and honestly answer that question. Talent is important, but brand equity amplifies reach.

Why Your Brand Comes First

A strong brand:

1. Builds trust
2. Creates emotional connection
3. Establishes credibility
4. Makes you recognizable
5. Positions you in people’s hearts.

Your song is a product. Your brand is a relationship, relationships will always come before transactions.

This is why gospel artistes must go beyond transactional marketing (release song, promote, move on) and embrace relationship marketing.

When you intentionally build genuine relationships with your listeners, they do not just consume your music, they become part of your journey.
They will:

1. Return for more music
2. Share your songs organically
3. Defend your ministry
4. Promote you through word-of-mouth
5. Show up at your events

In marketing terms, this is powerful earned media, and it is far more effective than paid promotion.

Then Comes the Product: Your Songs
Once people believe in you, they will:
Stream your music
Share it across platforms
Attend your events
Support your ministry financially and spiritually

Not necessarily because the song is flawless, but because they believe in the person behind the song.

The Truth: Brand and Music Must Work Together

This does not mean you should delay releasing songs until your brand is “perfect.” Perfection is an illusion.

What it means is this:

1. Let your brand lead
2. Let your music follow
3. Let both grow together intentionally
4. Your daily life should preach before your lyrics do.

Final Thought
In the gospel space:
Your character is louder than your voice
Your lifestyle is louder than your lyrics

Build your brand with intention.
Release your music with purpose.
And allow God to use both your life and your sound to reach lives.

I sincerely hope this write-up goes a long way to answering the question many have been asking.

Warm regards,
Steve Owusu – The Shishiishi Man