KiDi’s ‘Touch It’ has touched every corner of the globe, and as head of his management team, Richie Mensah explains how they achieved this success at The Showbiz Conference. Touch It has started a very popular afrobeat culture in the Middle East, especially in India.
For Richie, the power of social media cannot be understated when it comes to music promotion in this digital era.
“KiDi’s Touch It went platinum in India. Has KiDi ever been to India? Has anybody from Lynx ever been to India? Here’s the funny thing, we never promoted in India.”
Richie Mensah continued that his team budgeted and promoted the songs on only viable geographical locations and social media platforms.
“We never saw India coming because we concentrated our social media promotion on Tik Tok, IG and the usual. Tik Tok Doesn’t even exist in India. And then somebody from India who was popular saw it somewhere and went to do an IG reel. And suddenly, they picked it up. So what excuse do you have?”
