The Ghanaian Hiphop Culture and Investor Readiness
Ghanaian music has been pivotal in getting the world to dance to African music. The hotspot for great sounds in Ghana is rotating between the capital city Accra, Tema and Kumasi.
The main genres buzzing on air, in clubs and online are mainly Afrobeats, Dancehall and Hiphop. The streets of Accra and the rest of Ghana evince a different type of energy for rap and hiphop music. For the past 4 years, some of the young talents who broke into the mainstream with no label or major financial support are all rappers. Kwesi Arthur came up through Ground Up Chale, Darkovibes rose to fame with his La MeMe Gang team, Asakaa Boys also pioneered a whole new wave from the corners of Kumasi.
There are various singers and artists doing other genres who are largely recognised but in clear comparison, the echoes from the suburbs of Accra, Kumasi and Tema are all reverberant vibes from Medikal, Joey B, Black Sherif, Kwesi Arthur, Asakaa and many other Hiphop artists who have inspired the streets and kept the youth motivated.
Why is Ghanaian Hiphop music so important?
Well, the biggest and most decorative Ghanaian artist currently is Sarkodie who is a Hiphop rapper. Sarkodie also broke into the mainstream through a rap show which got a lot of Ghanaians glued to their radio sets before the live streaming and social media era. To even date back, Hiphop/Rap music has held Ghana music for a longtime with the likes of Reggie Rockstone, Obrafour, Okyeame Kwame and other veteran rappers pioneering the sound and culture we have today in Ghana.
Some of the most iconic seasons in the Ghanaian music industry since the early 2000s have been driven heavily by local Hiphop/Rap artists. Back in the day, almost everyone knew the sound that’s about to drop when you hear the signage “Last Two”.
Paedae and Mugeez birthed R2Bees in 2008, a powerful duo fusing Hiphop, Dancehall and Afrobeats. This perfect blend was not new to Ghanaians, there were VIP, Buk Bak, 4×4 and many other groups who also kept Hiphop/Rap heavy in their music.
It is evident that Ghanaian music is heavily dominated by Hiphop and the culture around it is momentous as the music itself.
Who are the ones shaping the Ghanaian Hiphop culture now?
In recent times, we have seen Sarkodie, M.anifest and Kwesi Arthur releasing projects respectively featuring GRAMMY nominated American Hiphop rapper Vic Mensa. In 2022 January, we also saw Chance The Rapper visiting Ghana and working with various artists. Although all these seem doable and not a big deal, a few years ago this was no way possible.
Some of the notable people who have helped position the Ghanaian Hiphop culture both in Ghana and in the diaspora are; Reggie Rockstone, Hammer, FOKN Bois (Wanlov and M3nsa), Sarkodie, M.anifest, EL and Jayso.
The late fashion icon Virgil Abloh also heightened the reach of Ghanaian Hiphop which helped in the blowup of Asakaa Boys in the diaspora. Virgil also networked with the Ghanaian streetwear brand Free The Youth which is also heavily connected to the Ghanaian Hiphop culture.
Why Do Ghanaians Love Made in Ghana Hiphop?
Most rappers in Ghana embody the daily struggles of typical Ghanaians in their music to sort of uplift, encourage or motivate anyone going through a hard time. Some of these artists even go extra to use their own struggles in their music to uplift others.
For typical Ghanaian youth, such a song is a drug which eases the burdens of daily hustle.
Where is the market for Ghanaian Hiphop?
Between high school and college is where you find most consumers for Ghanaian hiphop music. These groups of people stream music the most, they attend concerts and normally, they live through those wonderful moments years after years even after completing school.
If you are projecting a brand to this group of people, you will certainly reach a wider audience working with a Ghanaian hiphop artist. Simply because their music targets a specific group and the message is always clear and concise.
What are the major labels in Ghana right now?
So far, there is not a single structured record label present in Ghana. However, local music business moguls have established independent artist management and micro label services handling local artists. There are the likes of Sony, Empire and other major labels and music distributors working with local artists to distribute their music and also publishing. Universal Music, Sony and Warner are all not present in Ghana.
The very common type of record deal in Ghana is the revenue split which some artists end up with as low as 35% with no advance tied in a 5 year deal.
What are the opportunities for investors in the music biz?
Between $25,000 and $50,000, an investor can spot a budding talent and convert that into a mainstream artist that will certainly become a cash cow. You will go on to generate revenue from streams, downloads, shows, brand endorsements and other deals.
Other investors who are skeptical about the local music scene especially the Ghanaian Hiphop scene can venture into setting up or investing in a record company that cuts deals with various artists to get % on revenue they generate from projects they fund. This is more like giving an advance deal to the artist.
Bigger record labels overseas can also collaborate with locals to set up Ghanaian divisions to take on talents and make them big stars and generate revenue.
Conclusion
The Ghanaian hiphop music scene is wild and very active. In a couple of years to come, the African continent and the world will see a new wave of big stars sprinkling from this side. Most of these artists are more than capable to cross genres and overtime they release genre-fusion songs and projects.
Words by Alfred Nkansah
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Source: Ghana Music
