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Speaking in an interview on Y97.9FM’s ‘Dryve of Your Lyfe’ show on Friday, April 9, Sadiq said that most of their sponsors of the event have taken some of the winners as brand influencers which is more valuable.
According to him, these offers are invaluable as compared to giving the winners money during the event.
“Winners did not receive anything beyond plaques. It is the way that 3Music has always worked,” he said. “The experience and the stance of it as an industrial initiative and the reputational value that it brings: I mean after the event itself they’ve (artistes) worked with some of our sponsors and some of our sponsors have even taken some of the award winners from Ghana and that is invaluable.”
Saddick further disclosed that Mr. Drew who won the Breakthrough Artiste of the year award at the event has won himself a collaboration with Boomplay as they are set to have a promotional drive with him.
“That is how it is supposed to be. Awards go beyond ‘come take 10,000 cedis for winning awards,” he added.
The recently held 3Music Awards has earned the admiration of many. The stage setup and the creativity of the organizers have made Ghanaians petitioned for other award schemes to allow the organizers of the previous event to organize all the award schemes in the country.