Sarkodie urges African artistes to be smart
Sitting atop the pile of the music industry comes with its perks, in fact it is virtually impossible to make it that far without talent and hard work.
It is like climbing a mountain, once you put in the work you reap the rewards and Sarkodie is certainly reaping the rewards. At a recent event, he made the bold declaration that making hits is something he really finds easy. It is not a big deal, it is not stressful. But then according to him to truly make it in the music industry that is not all you need, you require other skills. He emphasised on artiste’s ability to build a brand or carve out a niche for themselves.Checkout: Patapaa sends touching message from France en route UK
— Sarkodie and Stonebwoy will both be performing in London on June 2.
According to him, there is more to maintaining a reigning artiste’s status than just recording hit songs. He explained such an artiste also needs to build a large following, record timeless songs and build a lovable brand that will win the hearts of the die-hard fans any day.
He made the comment while speaking at the launch of the fifth All Africa Music Awards (AFRIMA) at the Movenpick Hotel in Accra on Monday evening.
Speaking at the event, the rapper said, “As an artiste, my advice for the young ones is that they should focus on building the brand which is the hardest way but the easiest that allows you to relax and … it lets you make money anytime you want… We say we need hit songs which is very easy.”
“People don’t know but hit songs are very easy. You can say something and it hits tomorrow but that doesn’t mean you have a stand in the industry. If hit song is about to save certain people then we have thousands of hits by one person but the person still doesn’t have stand.”
“So it means the focus should be on building that deep love for your brand from the people. How you do it is individual strategies.”
Sarkodie also used the careers of celebrated musicians like Amakye Dede, Daddy Lumba and Kojo Antwi as examples of musicians who have stood the test of time because of their hard work to build the numbers and their brand in Africa.
“They had time to make the music grow on the people and fade into their hearts and focus on the people. Daddy Lumba had a conversation with me in the studio and said we the young ones have one dream which is going to international which is good. But before that what do we do?”
“We are waiting to be recognised out there to call it a success but we are still losing out on the numbers we have here, which is way more than the numbers of the so-called artistes out there that we want to be like,” he added.
However, Africans are made to think they need to be heard out before they could be called successful “because it is a mind game the rest of the world is doing. They are trying to control what we have term as the highest key.”