Ghanaian rap icon Edem has advised the National Democratic Congress (NDC) to improve its online engagement, following a social experiment he conducted during the 2024 election season that unexpectedly went viral.
Speaking to Nana Romeo on Accra 100.5 FM’s Ayekoo Ayekoo, the award-winning musician recalled how a simple photo shoot turned into a nationwide political debate, with many believing he had officially entered politics.
“No, it wasn’t a game. It was a social experiment. We wanted to test how people think,” Edem explained.
According to him, he and his team spontaneously decided to create a campaign-style poster, featuring him in the colors of the NDC. Despite a deliberate flaw—wearing dark sunglasses, something political branding experts usually advise against—no one seemed to notice.
“If you’re running for MP, branding experts will tell you your eyes need to show in your pictures. But I had on dark glasses, and nobody questioned it,” he pointed out.
Once the first poster was released, it generated an overwhelming response.
“The moment it came out, every major name in the NDC reached out to me. They said, ‘If you want to join us, we’ll support you. You have what it takes,’” Edem revealed.
At the same time, members of the New Patriotic Party (NPP) reacted differently.
“My phone was buzzing. NPP folks were messaging me, asking why I had made such a decision. ‘Are you sure about this? Why are you doing this?’”
To further his experiment, Edem released a second poster, this time featuring NPP colors. The reaction was swift—NPP supporters praised him, while those from the NDC criticized him.
From the experience, Edem drew several insights:
- Politics is deeply emotional.
- “You have to choose whose ideologies align with yours. The reason the other side gets upset is that you’re valuable, and they wish you were with them.”
- The NPP poster gained more engagement than the NDC one.
- “I don’t know why. Maybe the momentum built up from day one and dropped slightly on the second day.”
- The experiment revealed how people react to perceived competition.
- “One MP candidate later told me he was so stressed that he stopped answering my calls because he thought I was running against him.”
- Public perception of celebrities and leadership is strong.
- “I got calls from influential people encouraging me to take a leadership role, offering advice and direction.”
Edem noted that other artistes such as Pappy and Frank Naro also capitalized on the viral buzz at the time.
However, he also faced backlash when the second poster surfaced.
“Those who were praising me one day started insulting me the next. It was funny to watch.”
Based on the engagement statistics, Edem concluded that the NPP had a stronger digital presence than the NDC during that period.
“The NPP poster, which came out on day two, had more engagement. So if the NDC’s poster, which was released on day one, didn’t generate as much traction, my recommendation is that you guys need to strengthen your online game.”
Ghana went to the polls on December 7, 2024, with the Electoral Commission declaring John Mahama as the winner on December 9. Prior to the election, Edem had performed at the NDC’s final rally in Madina on December 5, further fueling discussions about his political leanings.
His experiment may have been unintentional at first, but it ultimately sparked a conversation about social media influence, political branding, and public perception in Ghanaian politics.
