Vida Adutwumwaa Boateng, Head of Public Relations at Stonebwoy’s Burniton Music Group, has said the award-winning dancehall musician does not rely on publicity stunts to remain relevant.
Speaking during a discussion on the role of public relations in the creative industry on Joy FM’s Showbiz A-Z, Vida told host Kwame Dadzie that although PR stunts can be effective for some musicians, they do not align with Stonebwoy’s brand.
A PR stunt is a carefully planned action or event designed to attract public attention and generate media coverage for an individual, brand or organisation.
While such strategies can boost visibility and spark conversations, Vida believes they are not suitable for every artiste.
“I think for some artistes, it works for them. For mine, no. We don’t wanna pull stunts because if we do, people will know it. Because 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 dismissed suggestions that some cryptic messages Stonebwoy shared on social media, including posts about Sarkodie’s historic event and another about two friends pretending to love each other, were publicity stunts.
According to her, those posts were spontaneous reactions rather than calculated attempts to attract attention.
“They are not stunts. They are spur-of-the-moment,” she said.
Vida Adutwumwaa has worked closely with Stonebwoy on his public image and communications since March 2025, helping to shape media engagement and publicity for major projects, including music releases, concerts, brand partnerships and international engagements.