Believe it or not, Shatta Wale is the driving force behind Ghana music

Shatta Wale

Some tried to belittle and bulley him – he became stronger, some tried to control him – he developed new strategies and others tried to experiment on him – he deepened his knowledge about them and the ecosystem (industry).  Summing up every nooks and crannies he had faced on the dark journey of the music industry, he finally gained consciousness, that was the beginning of his evolution. In the sprawling soundscape of Ghana’s music industry, no name has stirred as much controversy as Shatta Wale, a figure who elicits polarizing reactions with his audacious persona and undeniable talent.

Critics are quick to vilify him, nitpicking every perceived flaw and discounting his contributions to lead the chronology of his career. However, my main aim in this article is to go beyond the surface-level reproach, to confront the critical misrepresentations and to illuminate the undeniable influence and achievements of Shatta Wale.

Shatta Wale, originally named Charles Nii Armah Mensah Jr., has been a stalwart powerhouse in the Ghana music industry. Throughout his career, the multifaceted musician has undergone numerous reinventions to maintain relevance and appeal. These reinventions are a clarion testament to the resilience and adaptability Shatta Wale possesses – qualities that warrant respect rather than often unbalanced negative press.

You can choose to disagree, critics often fail to underscore the strength of this reinvention, frequently citing his supposed ‘changeability’ as a sign of fickle inconsistency. Yet, artists must, by nature, evolve to remain pertinent in the ever-shifting terrains of popular culture. Shatta Wale has done so with laudable tenacity, demonstrating time and again his capacity to read and respond to the rhythm of the industry.

Born out of necessity, Shatta Wale’s transformational journey was not only advantageous to the brand, it is also symbolic. His shift from Bandana, his early stage name associated with a lukewarm career riddled with struggles, to the now celebrated Shatta Wale, signaled a breakthrough not just in his career, but also projected the hopes and dreams of numerous struggling artists in Ghana. It showcased the power of resilience and resourcefulness. Far from being a beacon of inconsistency, the evolution of Shatta Wale should be embraced as a tale of triumph over adversity, preservation, and dogged determination.

Zooming into critiques that focus solely on shortcomings while overlooking Shatta Wale’s commendable feats are not only partial but do a disservice to the Ghanaian music scene at large. His achievements are tangible: an industrious career marked by multiple awards, chart-topping hits, collaborations with international artists, and headline appearances at major events. With over 63 million views on YouTube, his commanding power attracted a legendary feature on Beyoncé’s ‘The Lion King: The Gift’ album – an accolade that heightened his visibility, originality and bargaining power while serving as an affirmation of Shatta Wale’s global appeal.

In the age of social media dominance, Shatta Wale has successfully leveraged platforms not only to extend his music but to also drive the success of his brand. His adept use of social media for self-promotion and audience engagement is something naysayers often disregard. Critics tend to paint Shatta Wale as a villain without acknowledging the model he has provided for other Ghanaian and African artists to utilize social media to their advantage.

Moreover, Shatta Wale’s influence extends beyond his music. His outspokenness on issues within the Ghanaian music industry, such as artist remuneration and the push for international recognition, has triggered significant conversations and fueled policy transformations. His critics, who may not agree with my opinion and his methods, nevertheless cannot disregard the beneficial tremors he has incited in the industry’s landscape.

Before I hang my pen, the portrait painted of Shatta Wale by critics thus far has been heavily blemished by selective critique and misinterpretation. It’s time for a nuanced understanding, one that appreciates his musical exploits, respects his ability to reinvent himself with changing times, and applauds his audacious use of social media for his career advancement.

It is unjust to keep painting Shatta Wale black when he has artfully demonstrated that he reflects a spectrum of colors, each hue symbolizing a facet of his journey, resilience, innovation, and unyielding relevance in the ever-evolving music industry not only in Ghana but Africa at large. Shatta Wale has proved himself more than a flash in the pan; he is a lightning bolt illuminating a path for others to follow.

Story by: John Claude Tamakloe.