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Head of Public Relations for Burniton Music Group, Vida Adutwumwaa Boateng, has stated that award-winning Ghanaian dancehall artiste Stonebwoy does not rely on publicity stunts to maintain his relevance or attract public attention.
Speaking on Joy FM’s Showbiz A-Z with host Kwame Dadzie during a discussion on the role of public relations in the creative industry, Vida explained that while publicity stunts may be an effective promotional strategy for some artistes, they do not fit Stonebwoy’s personality or brand.
According to her, publicity stunts are carefully orchestrated actions designed to generate media attention and public conversation. Although they can be useful marketing tools, she believes they are not appropriate for every artiste.
“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 who we are. But for some, it works, and they are still doing it,” she said.
Vida also addressed speculation surrounding some of Stonebwoy’s recent cryptic posts on social media, including comments related to Sarkodie’s historic event and another post about two friends pretending to care for each other.
She rejected claims that the posts were calculated publicity stunts, insisting they were simply spontaneous expressions rather than part of any promotional strategy.
“They are not stunts. They are spur-of-the-moment,” she explained.
Vida Adutwumwaa has served as Stonebwoy’s Head of Public Relations since March 2025, overseeing the artiste’s media relations and communications strategy. During her tenure, she has managed publicity for several key projects, including music releases, concerts, brand partnerships and international engagements.
