Young artists are at a crossroads in an era where music consumption has shifted dramatically due to technology and social media.
The allure of securing a recording deal with a major label is enticing, promising financial backing, marketing support, and a platform to reach a wider audience.
However, many industry experts and seasoned musicians advise emerging talent to prioritize honing their craft over chasing contracts.
Renowned Ghanaian highlife musician and songwriter, Obiba Sly Collins, advised young and upcoming artists in the country to focus on building their craft rather than channeling efforts to secure recording deals.
According to him, young artists need to focus on their talents rather than relying on a record label to promote their craft.
“Upcoming artists should embrace technology in their daily musical endeavors and seek expert guidance from industry veterans. They should follow their own rhythms and find strategies for remaining current in the field.”
Obiba Sly Collins
The music industry has undergone a significant transformation in recent years. The rise of digital platforms like Spotify, Apple Music, and YouTube has democratized music distribution, allowing young artists to release their work independently without the need for a record label.
Social media platforms like Instagram, TikTok, and Twitter have further enabled artists to connect directly with their audience, build a fanbase, and promote their music on their terms.
This shift has led to a growing trend of independent artists who are successfully navigating the industry without traditional label support.
Artists like Chance the Rapper, Billie Eilish, and Lizzo have demonstrated that it is possible to achieve commercial success while maintaining creative control and ownership over their music.
Obiba Sly Collins urged young talents to create music that will inform listeners about societal challenges.
He clarified that funding is essential to the industry’s expansion, adding that aspiring musicians must understand the financial side of the music industry. “The Ghanaian music industry has a promising future and the sector would advance if effectively promoted on the global music platform,” he said.
When artists prioritize personal expression and creativity over commercial viability, they create music that resonates with authenticity. This authenticity fosters a deeper connection with listeners, leading to a loyal fanbase.
The journey of refining one’s skills—whether it be songwriting, vocal techniques, or instrumental proficiency—takes time and dedication.
By prioritizing their craft, young artists invest in their musical education, attend workshops, collaborate with other musicians, and experiment with different styles. This commitment to growth leads to more innovative and compelling music.
Risks of Chasing Deals as Young Artists
One of the most significant risks associated with signing with a major label is the potential loss of creative control.
Labels often have specific ideas about the sound and direction of an artist’s music, which conflict with the artist’s vision.
By focusing on their craft independently, artists maintain their creative integrity and produce music that truly reflects their artistic identity.
While a recording deal offers immediate financial benefits, it also comes with long-term obligations and pressures. Young artists find themselves in situations where they are pushed to produce music that aligns with market trends rather than their artistic inclinations.
Prioritizing craft allows artists to develop a sustainable career that prioritizes longevity over short-lived fame.
The pursuit of a record deal is emotionally taxing and financially draining. Young artists invest significant resources in demos, showcases, and networking, often without any guarantee of success.
By focusing on their craft, they channel their energy into creating music and building a fanbase organically, which ultimately leads to more fulfilling and sustainable opportunities.
Strategies for Young Artists
Young artists should leverage digital platforms to distribute their music, engage with fans, and showcase their artistic journey.
Platforms like Bandcamp, SoundCloud, and social media help artists reach new audiences without the need for a record label.
Building relationships with other musicians, producers, and industry professionals opens doors to new opportunities. Collaboration leads to creative growth and exposure to different audiences.
Whether through formal education, online courses, or self-study, investing time in learning about music production, songwriting, and the business side of the industry equips artists with valuable skills that will serve them throughout their careers.
Obiba Sly Collins, who talked about his struggle to release his debut album, ‘Yen Boa Ghana’ in the 1990s, revealed that he believed that the music industry had a bright future, and called for collaboration between music stakeholders to create a thriving Ghanaian music scene.
He asserted that Ghanaian musicians are sufficiently skilled to have their compositions performed on major international music stages to a global audience.
“I call on music industry players to preserve, develop, promote, and protect highlife as a genre that represents the national identity. Highlife is a part of Ghanaian music and it is important to ensure it stays alive for long.”
Obiba Sly Collins
He pointed out that there is nothing wrong with trying to explore other genres, but would stay true to his originality as a highlife musician.
In a world dominated by trends, staying true to one’s artistic vision is crucial. Young artists should focus on creating music that resonates with them, which will ultimately attract listeners who appreciate their authenticity.
The music industry landscape continues to evolve, offering young and upcoming artists unprecedented opportunities to carve out their paths.
While the allure of a recording deal is tempting, prioritizing the development of their craft leads to more meaningful and sustainable success in the long run.
By focusing on artistic identity, emerging artists navigate the industry with confidence and creativity, ensuring that their music not only reaches audiences but also reflects their true selves.
