By Arnold Asamoah-Baidoo
There is such a refreshing wind blowing and it feels good. The new crop of Ghanaian artistes are doing very well with their artistry, cementing their hold on the local terrain and extending their reach onto the international music market as well.
Over the weekend, King Promise, Gyakie and Adina unveiled various projects in such an impressive showing. Gyakie released her new EP, Adina celebrated her union with Lynx Entertainment and King Promise released his sophomore album to such aplomb.
These young folks are racking up quite amazing streaming numbers, featuring and topping charts and being billed on these high profile shows internationally; a testament of the zeal they attach to the craft.
International Presence Is Key
Music marketing is worldwide and the biggest revenue from the business emanates from the international market. Thankfully, these young Ghanaian artistes and their handlers are privy to this phenomenon and they have been at it diligently.
The likes of Samini, Shatta Wale, Sarkodie and Stonebwoy understood and appreciated the essence and effect of having some hold of the international music market and it is interesting to see how these ‘leaders of the new school’ are taking the mantle and taking the market by storm.
Black Sherif, King Promise, Amaarae, KiDi, Gyakie, Camdoh, Kelyvnboy and the others are making such impressive strides on the international market. The ability to get the plugs, the streaming numbers, to appear on international music charts and get these international gigs are commendable.
The international exposure is offering these youngsters the opportunity to collaborate with international stars as seen on King Promise’s new album, ‘5 Star’, which features Grammy Award-winning Chance the Rapper among other international artistes.
Such partnerships open the doors to new markets, new fan base and new businesses.
The new breed of Ghanaian artistes have such an understanding of the business and are willing to put in the work and thus, it is telling on the level of acceptance and appreciation from music lovers, especially on the international front.
Amaarae is featuring on the high anticipated yet-to- released movie, ‘Wakanda Forever’ and Black Sherif is getting immense endorsement from Grammy award-winning producer, DJ Khaled and others are getting critical mentions in international music magazines and portals.
Gone are the days when Ghanaian artistes would mount international stages, perform and receive such lukewarm reception from the audience. Not anymore! Audiences across the world that patronize these Ghanaian artistes on these international shows are eliciting such goosebumps as they bellow along the songs of these guys. Clearly, the presence of these artistes on that international stage is being elevated.
The Power Behind
These young artistes are obviously doing amazing but not without help and guidance.
There is a legion of hardworking, enterprising, knowledgeable people, who serve as Advisors, Artiste Managers, Road Managers etc. – who are behind these artistes, aiding them to maneuver their way into these markets.
Most often than not, the behind-the-scenes personnel are left out of mention, not garnering recognition for the varied roles they play in projecting these artistes unto such markets. It’s only germane we also put some spotlight on the people who sit in the boardrooms to strike deals, stay on the phone to negotiate and sit or stand at the backstage ensuring that these artistes look good on all these big stages.
There is More To Do
Yes, it is appropriate to acknowledge the impressive strides being chalked by these young guys but the fact is – there’s more to be done.
The international appeal being enjoyed now by the Ghanaian artistes is no way comparable to what the likes of TEMS, Wizkid, Davido and Burna Boy are experiencing on that international platform, not close!
These Nigerians, in the last couple of years are selling out concerts, their own self-titled shows in big arenas and stadia across the world. They are performing at this huge, popular music festivals across the world and selling music in such astronomical waves.
They are signing grand endorsement deals, gracing the biggest fashion shows across the world and winning all these prestigious laurels – while bettering their lives as well as others.
It is possible for these Ghanaian acts!
Dedication, hard work, focus, plugs, consistency, quality, perseverance and resilience are some of the elements that could see these young Ghanaian artistes take it to the next level.
What is needed to complement these elements is the support from industry and the populace.