“Some songs are very funny. I even wonder where NACEE got the lyrics from to compose a song for the NDC party. You will hear ‘Shin shon sho sha, Mahama Mahama Mahama.’ The song is very funny and will always be my number one campaign song.”
This was a statement from one of the passengers in the vehicle I sat in from Kasoa to Circle during a conversation amongst themselves .
Some citizens do not consider the policies of a political party before deciding to vote; rather, there are other factors that trigger a citizen to vote for a political party. In the process of combining words to form songs, the thoughts and emotions of listeners are considered, as it forms a crucial element in the daily lives of the people. Songs have negative or positive implications on listeners, particularly with the diction of the lyrics.
Have you ever wondered why artists compose songs that resonate with the perspectives of listeners? Of course not, because some listeners tend to enjoy the rhythm of the music more than focusing on the words in it. In the midst of a heated election period, political songs are produced to promote a particular party, which has a secret interest awaiting victory. These campaign songs have the power to inspire thoughts, feelings, emotions, and change the perception of undecided voters.
In an interview with a citizen, Mr. Abdul Samed stated, “Campaign songs influence my perceptions of the candidate’s values, beliefs, and overall image. The emotional appeal and repetition of campaign songs can leave a lasting impression on my potentially swaying decision on Election Day.” Samed recalled how the lyrics “Mahama Dey be” kept banging in his mind on the day of elections, which led him to vote NDC instead of NPP. The song brings people together through dancing at any ceremony, resulting in the happiness it inculcates.
The investigation took me back to the 2016 presidential elections, where the song “Nana ɔyɛ winner” was composed and became popular during that period. “It changed my perception about the candidate and posed him as the right one to vote for,” said Jake Acheampong, a political activist. Jake emphasized that although John Mahama’s campaign song, “ONAAPO,” was also famous, “Nana ɔyɛ winner’s” lyrics were a realization that Nana Addo had already been declared the winner, so it would be a waste voting for another political party.
An aspiring musicologist, Chica Ryme, analyzed the psychological impact of campaign songs. “Music activates the brain’s system and creates a positive association with the candidate. It’s a powerful tool in building brand recognition and loyalty.” Ryme noted that effective campaign songs often share common traits: simplicity, catchiness, and authenticity. Also, the technological transformation of music consumption, from Compact Discs (CDs) to digital platforms, provides easy availability and personalized experiences for listeners.
In a nutshell, it became clear that a successful campaign song requires a skilled balance of message, melody, and authenticity. Candidates who harness the power of music effectively can reap significant rewards, while those who miss the mark risk losing potential supporters. The impact of political campaign songs on elections is undeniable. They have the ability to inspire, motivate, and even sway voters. As Ryme said, “Campaign music combines style, movement, and technology to evoke emotions, shape perceptions, and create lasting meanings for listeners.”
LORETTA BOAMAH
UniMAC IJ(Faculty of Journalism)
lorettaboamah2@gmail.com
