Staged Beefing in the Music Industry in Ghana: Perspectives of Selected Entertainment Bloggers and Music Artistes

Abstract

This study explores staged beefing in the music industry for entertainment bloggers and music artists in Ghana. This qualitative case study focuses on capturing detailed information from participants using structured interviews. Through a purposive selection technique, ten participants were chosen and interviewed to learn about their personal experiences with the phenomena of staged beefing in the music industry and its ramifications for both bloggers and musicians. The participants' responses were analysed using the thematic analysis approach, which was based on Agenda Setting and Framing Theory. Participants identified implications of staged beefing to both bloggers and musicians as fake feuds, collaboration, and controversy, monetary gains, and clout. The data capture that some musicians and entertainment bloggers collaborate to create ‘fake’ feuding scenarios and that the phenomenon of ‘fake feuds’ is real event that happen. The result also shows that entertainment bloggers and musicians present information in such a way as to market the artiste and connect with the audiences during the process of opinion formation, which subsequently influences attitudes and behaviours. Based on the outcome of the interview, supported by the literature it became obvious that both bloggers and musicians who consent to create fake feuds do so to promote their brand visibility and relevance to attract large corporations for endorsement deals and or boost sales of their music