MUSICIAN Givtti Shandon is about to spark controversy with her claim that female artistes are often made unwilling partners in an industry where they gain recognition primarily through sexualisation of their image.

In an industry where competition is fierce, she argues that this controversial approach is the most effective ‘strategy’ women can employ to make their mark.

“Today’s landscape demands attention-grabbing visuals to thrive. We ‘objectify’ our looks because it attracts quick clicks, boosts social media engagement and creates curiosity about who we are," Givtti stated in an interview with Graphic Showbiz on July 14, 2025. 

Givtti pointed out that the music industry's focus on image places an immense burden on women, compelling them to conform to specific ideals to be seen and heard. 

“Talent is vital, but in an industry that prioritises appearance, your image often determines your success,” she insists. 

“These days, it's not just about your sound; it's also about how you look. If your visuals don't stand out, you risk being overlooked.

“So even if that is not who you are at the core, the industry makes it seem that’s the only way to get noticed and be successful,” she said.

Throwing more light on her claim, Givtti explained, “for example, when a female artiste is gearing up to release a single, she often needs multiple looks for promotional shoots, a team of stylists, and top-notch visuals to make a lasting impression. It’s a gruelling process, but if you want visibility, there's little room for choice.”

Adding to her argument, she points out a glaring double standard where male artistes can often focus solely on their music, while women must excel in various areas—vocal talent, visual appeal and fashion. 

“Male musicians can throw on a pair of jeans and a shirt and be set. For us, it's a different story. Hair, make-up, outfits, footwear—everything must be on point to create a compelling package," she explained. 

Givtti, born Gifty Asante, is a Hip-Hop and Afrobeat artiste, actress and songwriter. She started singing at a young age, but professionally launched her music career in 2020. (Read GH creatives deserve good pension scheme -speakers at CeRCCA dialogue)

Givtti, who earned the nickname ‘Beyonce’ back in her secondary school days at of Abuakwa State College in the Eastern Region, is credited with songs including Ego and Goodbye.

She has also showcased her acting chops in popular TV series such as The Whatsup Online and Efiewura.

Givtti believes female artistes' hard work should be rewarded with sustained support, not just fleeting recognition. 

"It's not easy, but when the support is there, it makes a whole lot of difference," she said.