The Rise of the Headless YouTuber
In recent years, a growing trend has emerged among Ghanaian artistes, where they take extended breaks from the media spotlight before reappearing to promote new musical projects. This pattern has become somewhat expected, with many artists disappearing for months and then flooding the press with interviews just before a release. However, one content creator is challenging this norm.
The Headless YouTuber, whose real name is Frederick Mattey and who is also known as Kula, has taken a stand against this outdated strategy. As a musician turned content creator, he believes that artistes should maintain a consistent presence in the media to stay relevant and effectively market their work throughout the year.
A Call for Relevance
In a post on his X page, The Headless YouTuber addressed fellow artistes directly, urging them to rethink their approach. He emphasized that the practice of “ghosting” the media for extended periods is no longer effective in today’s fast-paced digital landscape.
“Dear Artistes, that strategy of ghosting the media for months then doing 15 interviews in 1 week when you release a project is outdated,” he wrote. “To remain top of mind, you need to be in the news all year round. Even when you have nothing new to promote, remember you have some old stuff that are still worthy of promotion.”
He highlighted the role of social media in enabling artists to stay connected with their audiences. “Thanks to social media, there are a million platforms you can be on all year round without necessarily repeating platforms. Don’t Ghost your fans. Put yourself out there.”
Collaborating with Content Creators
Beyond maintaining a consistent media presence, The Headless YouTuber also encouraged artistes to collaborate with content creators who can help boost their visibility online. He stressed the importance of working with those who can drive engagement and increase streams of music.
“Also, IG isn’t your private photo album or sacred grounds for decoration with only your pictures and videos anymore. That’s also outdated,” he said. “Accept collaborations with creators who create meaningful content with your work. It’s a way of promoting different creative angles of your work to your large audience.”
He added that such collaborations can keep an artist’s page fresh with new content, even without paid promotions. “It also encourages the creators to do more with your music, leading to even more promotion.”
From Rapper to Content Creator
Kula, as he is known, initially gained recognition as a rapper. He was awarded the Unsung Artiste of the Year at the 2019 Vodafone Ghana Music Awards. However, he took a bold step in January 2025 by revealing his identity as The Headless YouTuber. In explaining his decision, he mentioned that his anonymity had limited his professional opportunities and collaborations.
His journey from a rapper to a content creator has been marked by innovation and a deep understanding of the evolving media landscape. Through his platform, he continues to challenge norms and push for greater transparency and engagement within the creative industry.
Embracing New Strategies
As the digital world continues to evolve, so too must the strategies of artistes. The Headless YouTuber’s call for consistency, collaboration, and creativity reflects a broader shift in how artists engage with their audiences. By staying active, embracing new partnerships, and leveraging the power of social media, artistes can ensure they remain relevant and impactful in an ever-changing industry.