GHANAIAN singer, Adina Thembi, does not buy the claims that sex sells. No! She strongly believes decency can equally rake in very good sales too.
Unlike some female entertainers, particularly singers who leave very little to imagination, she doesn’t subscribe to flashing flesh as the only magnet to attract attention and stay relevant.
Since she announced her presence on the music scene in 2008 when she won music reality show, Stars of the Future, Adina has always taken huge pride in her decent looks.
“I won't succumb to indecency just to get attention or stay relevant in the industry. Decency sells too, and it's a choice I am proud to make,” she said in a chat with Graphic Showbiz on Monday, September 25.
Adina said nothing would make her change her stand. In fact, she is even ready to pay a bitter price to be an underdog despite her huge talent if that will save her from the ‘mess’ of indecency.
According to the Why artiste, her stance is deeply rooted in her upbringing and personal convictions, and she believes she can equally be relevant without following trends.
“I am not pressured to conform to any immoral standards to sell my craft. My training even won't allow it, and it is a personal decision too,” Adina explained.
The talented singer who is known for songs such as Killing Me Softly, Why, Sika and Take Care of You attributes her steadfastness to her background and belief in the power of personal branding.
For her, she can never be compelled to adopt a certain image just for recognition. She will rather stand apart with her commitment to projecting decency and genuine self-expression.
“People want a certain image, and when they think of branding and getting people to know them, they think of going with what is making everyone popular, like what we see on our screens. The easy way for them is to toe that line.”
“I believe every brand tells who the person is and what the person is about. Mine is what you are seeing now. I have tried mine and it's working for me,” she stated.
Presently, Adina is promoting her new single, Party featuring Kofi Kinaata. The song calls on listeners to find time to shed off stress, and she told Graphic Showbiz she was positive about making global strides with her new piece.
Adina, who won the Best Female Vocal Performer at the 2018 Vodafone Ghana Music Awards (VGMAs) also emphasised the importance of international collaboration as a means of reaching varied audiences.
“International collaboration is good and helps us sell and introduce our sound to other audiences in other parts of the world,” she added.