Ghana’s music industry is a vibrant tapestry woven with diverse genres, rich cultural heritage, and a plethora of talented artists.
From highlife to hiplife and, more recently, afrobeats, Ghanaian music has made significant local and international strides.
However, as the industry flourishes, a pressing concern emerges: artists and industry stakeholders need to prioritize longevity and consistency.
Ghanaian dancehall artist, Stonebwoy, has called for greater respect for longevity and consistency in the music industry after winning the Reggae/Dancehall Artiste of the Year award at the 2025 Telecel Ghana Music Awards.
During his acceptance speech, the ‘Jiggle and Whine’ hitmaker, who has become a driving force in Ghana’s music scene over the past decade, used the podium to reflect on his journey and to call for appreciation of artists who have stayed relevant and committed over the years.
“I will just not for the culture but for the years of work, sacrifice, and perseverance that went into it. This should be my 10th Reggae/Dancehall Artiste of the Year. And it’s been like back to back.”
Stonebwoy
He emphasized that such achievements should not be taken lightly.
“I don’t take it for granted at all. I didn’t come here tonight just to celebrate success. I came to remind all that we must have respect for longevity.”
Stonebwoy
Longevity in a music career is often synonymous with evolution and adaptability. Artists who prioritize longevity tend to build a deeper connection with their audience over time.
Take the example of legendary Ghanaian musicians like Amakye Dede and E.T. Mensah, whose careers have spanned decades. Their ability to reinvent their sound while staying true to their roots has allowed them to maintain relevance and continue to resonate with both old and new fans.
Longevity fosters a sense of trust and loyalty within the fanbase, encouraging listeners to support artists through various phases of their careers.
Moreover, it contributes to the development of a rich musical legacy. Artists who invest time in their craft often produce more sophisticated and nuanced work. This depth not only enriches the Ghanaian music scene but also enhances its reputation internationally.
The global music community increasingly values artists who demonstrate a sustained commitment to their craft, as seen in the success of Nigerian artists like Burna Boy and Wizkid, who have built extensive discographies that showcase their growth over time.
Stonebwoy stressed that consistency in an artist’s career should not only be acknowledged when trophies are involved but should be upheld as the standard in the music industry.
Consistency in music production is equally vital. It is not merely about the frequency of releases, but rather the quality and coherence of the music being produced.
Consistent output allows artists to hone their skills, experiment with new sounds, and refine their artistic identity. In Ghana, however, the trend of one-hit wonders poses a significant challenge.
While a viral hit catapults an artist to fame overnight, it often leads to a lack of follow-up, which diminishes their impact and relevance in the long run.
For instance, artists such as KiDi and Kuami Eugene have demonstrated the power of consistency through their steady stream of quality music, which has earned them accolades and a dedicated fan base.
Their ability to produce hits while maintaining a distinct sound has set a standard for emerging artists. By prioritizing consistency, Ghanaian musicians cultivate a reputation for reliability in their artistry, which is crucial for attracting collaborations, sponsorships, and international opportunities.
Role of Industry Stakeholders for Longevity, Consistency
Artists are not the only ones responsible for fostering longevity and consistency; industry stakeholders, including producers, record labels, and promoters, play a crucial role.
The Ghanaian music industry must create an environment that encourages artists to focus on their craft rather than succumbing to the pressures of instant fame and social media trends.
This is achieved through mentorship programs, investment in artist development, and a focus on creating platforms that celebrate sustained artistic growth.
Furthermore, music festivals and events should prioritize showcasing a diverse range of artists, including those who have established careers alongside emerging talents.
By doing so, the industry emphasizes the importance of longevity and consistency, inspiring a new generation of artists to aspire to these ideals.
Ghana’s music industry stands at a pivotal moment in its evolution. To ensure a future marked by artistic excellence and international acclaim, artists and stakeholders must heed the call for longevity and consistency.
By prioritizing these principles, Ghanaian musicians cultivate a rich legacy that not only honors their cultural heritage but also positions them as formidable players on the global music stage.
Through dedication to their craft and a commitment to quality, the future of Ghana’s music industry is as vibrant and enduring as its rich history.
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