Upcoming Ghanaian Reggae/ Dancehall and Afro-Beatz artiste, Jah Phinga, has disclosed that one of the major challenges hindering the Ghanaian music industry is promotion.
In an interview with Akua Sika on Happy 98.9FM’s Happy Evening Drive he said, “If promoting your songs on your own was not tough, people will not go through the stress of signing a record deal for them record label to help with with their promotions”.
According to him, his experience with a few Nigerian artistes like Ice Prince and Jay teezer in 2017 and also attending the AFRIMA awards with them made him compare their industry to ours and he believes theirs is nothing like ours.
“From what i noticed, I’ll say we’re not giving a lot of artistes the opportunity to explore their talent in Ghana. Looking at the crop of new artistes that come out od Nigerian and other African countries and how well their music is doing we cannot say same about Ghanaian artistes” he said.
He emphasized that “this is also another reason why investors are refusing to invest in our industry. Getting the music out to the audience and promoting it constantly is the major issue I and many other artistes are facing in our career”.
He added that even some media houses and top musicians have refused to promote the upcoming ones.
“Some even do this after they have taken money from you. I have fallen victim so many times” he added.
Jah Phinga advised people capable of investing in the music industry to do so and also highlighted that if this act of not promoting our own doesn’t stop, the music industry in Ghana won’t make as much progress as we want it to.