ACCRA, July 14, 2025 — Ghanaian musician and actress Givtti Shandon has raised concerns over the systemic challenges female artists face in the music industry, asserting that women are frequently compelled to engage in the sexualization of their public image in order to attain visibility and career advancement.
In a candid interview with Graphic Showbiz, the Hip-Hop and Afrobeat artiste—born Gifty Asante—argued that the commercial pressures of today’s music landscape disproportionately affect female creatives, forcing them into roles that prioritize visual appeal over artistic merit.
“The current industry climate thrives on attention-grabbing visuals. Female artistes are compelled to ‘objectify’ their appearance as a strategic means to drive engagement, attract digital traffic, and provoke curiosity,” she stated.
According to Givtti, this dynamic fosters an environment where a woman’s physical appearance is weighted as heavily—if not more so—than her musical talent.
“While talent remains essential, the entertainment industry’s fixation on aesthetics places undue pressure on women to conform to highly specific beauty standards. Without a compelling visual presence, even the most talented female artists risk being ignored,” she explained.
She further described the promotional demands placed on women in the industry as “gruelling,” citing the need for stylists, high-quality visuals, and elaborate branding strategies merely to secure a place in the spotlight.
“Releasing a single often requires multiple styled photo shoots and polished visuals—there is little room for organic expression if one seeks mainstream recognition,” she said.
Givtti also noted a double standard in gender expectations, where male artists are often afforded the luxury of focusing exclusively on their music, while their female counterparts must excel in multiple domains including fashion, beauty, and performance aesthetics.
“A male musician can step out in jeans and a t-shirt and still be taken seriously. For women, it’s a full production—makeup, wardrobe, hairstyling, accessories—all must align perfectly. It’s not just music; it’s a presentation,” she stated.
Since formally launching her career in 2020, Givtti has released tracks such as Ego and Goodbye, and has appeared in popular series like Efiewura and The Whatsup Online. Affectionately nicknamed “Beyoncé” during her time at Abuakwa State College, she has long been regarded as a multi-talented creative force.
Despite these industry challenges, Givtti remains optimistic about the future, calling for more consistent support for female artists beyond the superficial attention.
“It’s not just about being seen—it’s about being supported. When women receive sustained backing, it makes all the difference,” she concluded.#newsafro_
