The year is almost over but Ghanaian singer and songwriter Sefadzi Abena Amesu, better known under her stage name S3fa, still has a big project in planning for the last month of 2022. The music video for her newest song, “Enjoyment”, is supposed to be released in December. On Y 107.9 FM Ghana’s “#TheDrYve”, she shares her views on international marketing and her career with the hosts Kojo Manuel and DJ Mic Smith.
S3fa tells them that she has had a very busy year. She has not spent a lot of time back at home in Ghana, but has played a lot of shows and travelled around the globe. She makes it a point that people know she hasn’t stopped making music just because she is busy travelling. That is why she highly values the music video release in December.
When talking about the places she has travelled to for her shows, the artist sometimes finds it hard to even remember the names. “It’s just so much”, she says. Among others, she has been to Italy, Spain, the Netherlands, Austria, Germany, the UK, and the States.
Although this speaks for her as a musician and shows that she is quite successful, S3fa believes that one can never stop working on oneself. “There is always room for improvement when it comes to anything artistic.”
The singer believes that it is important to promote one’s work not only in the homeland but all around the globe. “For me, I don’t think I see myself as somebody who just wants to have a music career in Ghana alone. It has to go across the world and reach other people who don’t know me,” she says. That is also what she loved about her performances abroad: “I think the most memorable part for me was the fact that I got to meet people that were supporting me from all over the place that I didn’t even know about. And the energy they gave me was amazing.”
S3fa explains that the favourite song of her audience depends on where she has her concerts. In the US, she claims, people love her hit song “Fever”. They play music videos and love to listen to them. In Europe, however, her fans prefer older songs like “E Choke” or Odo Yewu”.
The artist tells the host that she has had a hard year. “This year has been very tough. Not just for me, but for everybody.” That is why she finds it all the more important to make music that will make people happy instead of bringing them further down. “You need to release songs that will give people a little bit of hope, joy and happiness”, she says.
She believes that her new song, “Enjoyment”, can do that for her audience. For this, she has worked together with the producer DJ Breezy. S3fa says that he pushes her to do things out of her comfort zone and also release tracks that she is unsure about. She wants her songs to be authentic so that people can relate to them. “We are so open with the way we talk about stuff”, she says about her collaboration with the producer.
The director of the music video that is already in progress is Rex. “We wanted to try something new”, she explains. That is why she is so convinced of the video and cannot wait for its release. It meets high demands and is on a high qualitative level – especially since S3fa wants to not only satisfy her Ghanaian audience but meet quality standards all around the world. “We are all out for this video.”
She admits that work can be hard at times. “Right now, mentally, I think that I’m just keeping it all together. I’m just trying so hard not to let everything fall. I am trying to maintain what we are doing and add more to it.” She wants to give the audience something to listen to and to vibe with.
In December, she is going to be in town for her shows, as usual. She plans on further promoting her new song – and, of course, releasing the music video. “I’ve been out working, but I’m back now. And it’s not like I went anywhere, because I’ve still been around. So stay and keep up with me. It’s going to be amazing.”
