Tribal and Geographic Barriers Hinder Volta Artistes’ Recognition

Jephthah Nana Adjei Osei - Mensah
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Tribal and Geographic Barriers Hinder Volta Artistes’ Recognition
3Music TV

On 3Music TV’s Culture Daily, industry experts Selecta, Flexel, and Disc Master Bone delved into the persistent tribal and geographic biases that stifle the mainstream success of Volta region artistes, shedding light on a systemic issue within Ghana’s music industry. Selecta articulated a common frustration, noting that Volta artistes are frequently told they lack sufficient “numbers” or market appeal outside their region, with industry gatekeepers in Accra often advising them to collaborate with Akan-speaking artistes to boost their songs’ commercial viability. He cited Chief One as a rare exception, whose music has transcended these barriers, resonating in Accra’s nightlife and beyond, with fans dancing to his tracks unaware of their Volta origins. This success, however, remains an outlier in a landscape where regional artistes struggle to gain traction without conforming to mainstream expectations.
Disc Master Bone further highlighted the dismissive attitudes prevalent among Accra’s industry stakeholders, who often question the universal appeal of Volta music due to its cultural and linguistic distinctiveness, particularly the use of Ewe. He referenced instances where Volta artistes, upon approaching Accra-based platforms, are met with skepticism, with gatekeepers claiming their music lacks relatability or requires a “mainstream” collaborator to break through. This bias, rooted in tribal and geographic prejudices, creates a perception that Volta music is niche, despite its growing production quality and the region’s rich talent pool, including artistes like Kenny Ice, Pesserboy, and Akbashi. The panel underscored how such attitudes marginalize Volta artistes, forcing them to navigate an industry that undervalues their contributions unless they relocate or dilute their cultural identity.
The panel passionately advocated for a paradigm shift to dismantle these barriers, urging Volta artistes to harness digital platforms and mainstream media to amplify their voices and challenge ethnic stereotypes. Selecta emphasized that social media and streaming services offer opportunities to bypass traditional gatekeepers, pointing to Chief One’s ability to penetrate Accra’s music scene as proof of concept. Flexel called for artistes to strategically engage with national media and influencers, while Bone stressed the need for industry players to give Volta music a fair hearing, rather than prejudging its potential. By leveraging technology and fostering inclusivity, the panel believes Volta artistes can redefine their narrative, ensuring their music gains the broader acceptance it deserves and reshaping Ghana’s music industry to celebrate its regional diversity.

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