Music in Ghana has evolved significantly over the years, with distinct sounds emerging from foundational genres like highlife and hiplife, as well as Africa’s most globally recognized export, Afrobeats.
A fresh and adventurous crop of artistes have entered the industry, venturing into relatively young genres such as Alte-Pop, Afropop, AfroFusion, and AfroRave, among others.
Given the many variations that have emerged from Afrobeats, it is clear that these young musicians aspire to be pioneers or among the select few rated as top artistes in their respective genres.
In an engagement with Grammy Academy catalog writer Nana Kojo Mula, he highlighted the lack of a structured approach for young talents in Ghana’s music industry to achieve success.
“Ghana’s music industry does not have a standardized measure or procedure where, if an artiste follows it, they know they are going to blow. It makes it difficult to pinpoint why exactly some artistes blow and others don’t,” he explained.
The changes in Ghana’s music ecosystem extend beyond musicians to listeners as well. Due to the influx of many artistes entering the Ghanaian music space, listeners are loyal to only a select few. It’s a highly competitive industry, leaving no room for inconsistency, especially for newcomers.
Here are the top 3 measures you need to take as an upcoming artiste in Ghana’s music space:
Music is a Business; Understand It
The success of any business hinges on its impact and unique appeal to society. Similarly, music as a business demands adherence to core principles to ensure progress. As an artiste, you must do your homework, ask questions, and become familiar with the strategies and metrics that drive the industry.
Management plays a pivotal role in shaping your career. It is your manager or management team’s responsibility to position your songs for success. Be prepared for potential changes in your style, appearance, and overall brand. Talent alone is no longer enough.
Ghana is Your Homeland, Not Your Prison
Let’s face it—Ghana is saturated with talent. Limiting your aspirations to your immediate environment might leave you feeling accomplished, but this could be a facade. You would be known as what Ghanaians call “local champion.”
Seek collaborations with artistes whose genres complement yours. Start by marketing yourself in neighboring countries’ music industries. If you have not already made solid imprints in any other industry before the inception of your music career, don’t expect to blow that easily; your listener list will end with your friends and family.
However, gaining international recognition often rallies Ghanaian support. Artistes like Black Sherif, Amaarae, and AY Poyoo exemplify this, having achieved international acclaim while maintaining their Ghanaian roots.
Own Your Sound, but Know When Tweaks Are Needed
Your sound is your identity. It helps listeners recognize your music instantly and positions you as an original trendsetter. Others who imitate your style will inevitably be seen as derivatives.
A notable example occurred in 2021 with Kwesi Arthur and Kweku Flick. Despite Kweku Flick’s talent, his entry into Ghana’s music scene drew comparisons to Kwesi Arthur, who had already made his mark with Grind Day in 2017.
Listeners’ preferences, however, are ever-evolving. A study titled Novelty and Cultural Evolution in Modern Popular Music (O’Toole and Horvat) analyzed data from Billboard Hot 100 songs between 1974 and 2013. It revealed that trends and hot topics in the music industry significantly influence listener choices. For instance, Afrobeats’ popularity encouraged many artistes to adapt their sound to fit the genre while maintaining their unique identity.
Success in Ghana’s music industry requires more than talent. It demands strategic thinking, adaptability and a willingness to expand beyond borders. The journey may be daunting, but the rewards are worth it.
By: Kobina Baidoo (Daine)
Content Writer.
