“It’s Becoming Difficult For New Artistes To Do Music” - Music Consultant

Hearing new voices in the music industry is exciting and refreshing, however, according to music consultant Yaw Boadu-Ayeboafoh, it is hard for aspiring artistes to survive in Ghana.

Speaking on 3Music TV’s Culture Daily, he explained that music is costly and that the industry is underinvested, therefore most musicians end up doing everything themselves.   

“Per my experience, over the past couple of years, I’ve realized that it’s becoming difficult for new artistes to be able to do music in our industry. It’s become more expensive in terms of production, video costs to promotion. And considering that we don’t have a large number of investors or record labels supporting. If you realize Ghana’s music industry has for the past years been predominantly run by independent artistes. And if you don’t have the finance to fully run your business it’s hard for you to make gains.”

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He went on to say that the new generation of musicians that emerged during the lockdown was noticed because people were bored and spent a lot of time listening to music.

“From 2020, when we went into lockdown, we had a lot of new music sipping through. We didn’t really need to do a lot of promo because we were all bored at home just listening to music. So it was easier for you to be on the internet and make music and then we hear of you. J.Derobie, the Asakaa Boys even Kofi Jamar. All these are examples of music typically if they were in this time would have been hard for them to blow because they would have needed more resources to preach the music and that’s what the current people lack. Yesterday I was listening to Spotify I was just shuffling through and there was a lot of amazing music from Ghanaian artistes but then you don’t even hear it on radio. You don’t even hear talking about it on social media. It’s usually they and their friends.”

Albert Donko, a Streaming Consultant, added that new musicians fail to stay relevant as they are unable to produce songs consistently.