M.anifest Urges Ghanaian Musicians To Look Beyond Local Market to Survive

Award-winning Ghanaian rapper and songwriter M.anifest says musicians cannot rely solely on the Ghanaian market if they want to build sustainable careers, urging artistes to pursue opportunities beyond the country’s borders.

Speaking on the Morning Bite segment of the Culture Daily morning show on 3Music TV and Pluzz 89.9, the rapper said Ghana’s relatively small market and economic challenges make it difficult for many artistes to thrive by depending only on local audiences.

“I’ve always from the beginning chosen to ply my trade not just in Ghana,” he said.

According to him, musicians must build audiences in different parts of the world instead of limiting themselves to one market.

“As much as I love my home, if you accumulate different audiences in different places, you can have the strength to do what you want to do,” he explained.

The rapper, whose latest single is titled No More Sleep, said positioning himself internationally has allowed him to enjoy opportunities that would otherwise have been difficult to attain.

He revealed that he had recently returned from New York, where he performed at one of the FIFA World Cup group stage shows.

The musician also recounted previous performances in Mexico, Australia and Serbia, saying many of those opportunities came from relationships and visibility gained through earlier international appearances.

“There isn’t a blueprint. Sometimes you enter rooms where you’re seen by other people, which turns into other opportunities,” he said.

M.anifest noted that Ghana’s economic realities also affect the music industry, as consumers often have to prioritise basic necessities over entertainment.

“Ghana economically is not there. People are struggling,” he said, adding that the music industry does not operate in isolation from the broader economy.

The rapper believes artistes should focus on building communities around their brands and creating meaningful relationships with their audiences.

He also advised musicians not to chase validation from places where they are not appreciated.

“Sometimes you have to realise where your strengths lie and keep moving,” he said.

M.anifest said his career has largely been defined by making deliberate choices and remaining true to his artistic identity rather than following industry trends.

The award-winning musician recently released No More Sleep, his first single of the year, which features singer-songwriter Kwesi Arthur.