Entertainment
Stonebwoy Doesn’t Need Publicity Stunts To Stay Relevant — Vida Adutwumwaa
Vida Adutwumwaa Boateng, Head of Public Relations at Stonebwoy’s Burniton Music Group, has insisted that the award-winning dancehall artiste does not depend on publicity stunts to maintain his relevance in the music industry.
Speaking on Joy FM’s Showbiz A-Z during a discussion on the role of public relations in Ghana’s creative space, Vida told host Kwame Dadzie that while publicity stunts may work for some artistes, such strategies do not fit Stonebwoy’s personality and brand identity.
A PR stunt refers to a planned activity or event designed to attract public attention and generate media coverage for a person, brand, or organisation. However, Vida explained that Stonebwoy’s approach is built around authenticity rather than calculated controversies.
“I think for some artistes, it works for them. For mine, no. We don’t want to pull stunts because if we do, people will know it. It’s not our character. It’s not our person to do that. But for some, it works and they are still doing it,” she said.
Vida also rejected claims that some of Stonebwoy’s recent social media posts were deliberate attempts to create buzz around his brand.
She clarified that posts involving Sarkodie’s historic event and another message about two friends pretending to love each other were not planned publicity moves but genuine reactions from the artiste.
“They are not stunts. They are spur-of-the-moment,” she explained.
Vida Adutwumwaa Boateng has worked closely with Stonebwoy since March 2025, managing his public image and communication strategy while supporting major projects including music releases, concerts, brand collaborations, and international engagements.