George Mensah Britton, an artiste manager and publicist, has disclosed that he invested over $100,000 in promoting Camidoh’s hit song “Sugarcane,” which was released in 2021 and gained massive airplay globally, topping charts through Britton’s promotional and marketing efforts. Speaking as a panelist on TV3’s New Day, Britton stated that he had to invest a substantial amount of money to ensure that the song reached a wider audience and became a hit.
Responding to a trending debate ignited by Davido, who disclosed the amount he spent promoting his previous album, Britton stated that he spent even more than that, “For now, it’s even more, we’ve entered into 100 plus K dollars.”
Britton emphasized the importance of investing in promoting a song, including marketing, advertising, and other promotional activities, saying it was necessary to make more money. “We want to make a lot of business sense; we also want to touch the world with the music and make an impact. Clearly, if you want to make more money, you need to invest more money,” he said.
Britton’s goal was to make Camidoh a viable force competing with African heavyweights like Davido, Rema, and Joe Boy, who have deeper pockets and employ various promotional strategies to promote their albums. As of April 2023, Camidoh’s “Sugarcane” has garnered 6.7 million YouTube streams, with the remix featuring Mayokun and King Promise reaching 59 million views on YouTube.