Ghanaian rapper and entrepreneur D-Black has highlighted the significant changes in music distribution and marketing over the past 16 years.

He has revealed that promoting music has become more expensive despite the shift towards digital platforms.

Speaking in an interview on TV3 on November 10, 2026, the musician reflected on how he promoted his first album in 2010, explaining that artistes had to physically visit CD production centres to print copies of their projects before distributing them to the public.

According to him, the music industry has undergone a major transformation, with artistes now relying heavily on digital platforms to release and promote their songs.

"When I put my first album out in 2010, we had to go to New Town to press the CDs. Fast-forward 16 years later, you don't have to press anything, you don't have to print CDs, and you don't have to go around. All you have to do is send emails, send links, post on your socials, and that's it," he said.

D-Black noted that the younger generation is gradually becoming unfamiliar with older music formats such as CDs, tapes and cassettes because of the dominance of digital streaming and distribution platforms.

EL and I used to date the same girl without knowing – DBlack

He explained that the difference between the music industry when he started and what currently exists is enormous, particularly in the way music reaches audiences.

"A lot of people don't even know what CDs and tapes, cassettes look like. When you say a tape now, the Gen Z audience doesn't really know what a tape is," he stated.

The rapper further observed that although digitalisation has made music distribution easier, the cost of marketing has increased because artistes now have numerous platforms to consider when promoting their projects.

He explained that during the early stages of his career, music promotion was largely centred on television, radio and billboards, depending on an artiste's financial capacity.

"Music marketing has become way more expensive because there are way more outlets now. Back then, when we started, it was TV and radio. You would do a billboard if you could afford it, and that was it," he explained.

D-Black added that artistes in the current music industry must invest in several promotional channels, including Instagram, Spotify, YouTube, podcasts, television, radio and traditional media engagements.

"Now it's Instagram, Spotify, marketing on YouTube, doing podcasts, doing TV shows, radio, press, so much more. The industry has grown; it's become more lucrative, but it has also become more expensive," he added.

The music industry has grown significantly, but getting into the industry and sustaining a career has become more expensive compared to 10 years ago.

- @DBLACKGH , Award-winning Musician

#TheAfternoonShow #TV3GH https://t.co/369F2UdgHb

— #TV3GH (@tv3_ghana) November 10, 2026