COVID-19: 3Music Awards lost major sponsorship deals – Sadique Abdulai

The global impact of the novelle COVID-19 pandemic on economies and industries cannot be underestimated and Ghana is no exception.
From the aviation industry to showbiz circles, no industry was spared. It is in this regard that the CEO of 3Music Awards, Sadique Abdulai has shared the effect of the pandemic on the 2020 edition of the 3Music Awards.
Speaking on the topic  “Effects of COVID-19 on the creative arts industry and how players are surviving” in an interview with NYDJ on Y102.5FM, Sadiq Abdulai Abu revealed that the effects of the pandemic could not be quantified as it took a heavy toll on not just his organization but many others.
He also revealed how the pandemic cost the organization its first-ever potential sponsor.
“It took some of our revenue away. For the first time this year, we were this close to having a major sponsor and some supporting sponsors. We were looking to at least break even by the end of the main event itself because we had started spending from last year. But this would not be possible because of COVID-19.”
Sadique indicated that after all the major consultations, board meetings, breaking of communications to nominees announcements, they had to call off the fan festival which was going to be one of their major commercial elements for this year’s event. “And then the awards also didn’t come off the way we expected. A combination of all these factors took a toll on our revenue,” he stated.
Asked how his outfit managed to pull off the awards show despite the many challenges including finances, Sadique explained that the team had to fall on available resources.
“It was difficult. We had to pull different resources. From the team,  from family, friends, my wife and every available person to make it happen. Unlike before, we also had to go back under the circumstances to some of our vendors to renegotiate.”
Since its launch in 2017, the 3Music Awards has challenged the status quo presenting a young and funky awards scheme which has generated a lot of excitement among music fans across the country.