Beyond The Hits: Tuning in to Music that matters

In Ghana’s music industry, fame often moves at the speed of a TikTok challenge — blink, and someone’s gone from bedroom freestyle to billboard material. One viral banger, a catchy hook that becomes a WhatsApp status anthem, and suddenly you’re headlining December shows, invited to sit on panel discussions, and fielding interview requests like you just solved the energy crisis.

But fast-forward a year — maybe even just six months — and many of these once-hyped sensations have vanished into the digital ether. The name barely rings a bell, the streams have slowed, and the same crowd that screamed your lyrics word-for-word now scrolls past your new release like it’s a flyer for an expired event.

Why does this keep happening? Because the Ghanaian music scene, for all its vibrant creativity and undeniable talent, has become deeply entangled in the seductive yet fleeting allure of hit song culture. It’s an industry addicted to the high of virality but often allergic to the slow, steady work of career-building.

But let’s be real — no one wants to be a footnote in a playlist. It’s time we started having real conversations about longevity: building music careers that outlast trends, weather the algorithm storms, and thrive beyond the brief shelf life of a single on Audiomack. Because the real flex isn’t just blowing up — it’s staying relevant.

One Song to Rule Them All?

Let’s face it: we’ve all danced ourselves into a frenzy to a new jam and then moved on within weeks — maybe even days — thanks to the speed of the internet and the unrelenting churn of new music. Ghana’s musical environment is incredibly competitive and unforgiving. In many ways, it’s like an open-air freestyle battle: thrilling, but often chaotic and short-sighted.

The obsession with the “hit song” — that one breakout single that shoots an artist into the limelight — has created a conveyor belt of viral musicians with little focus on sustainability, strategy, or artistic evolution. But there’s good news: the tide is turning.

Beyond Hits: The Blueprint for Longevity

To survive in today’s music business, Ghanaian artists need more than talent and a good beat. They need structure, branding, and multiple income streams. The future belongs to those who think beyond the next Detty December gigs and start building legacy.

Here’s what that looks like:

1. Artist Development: Don’t Just Blow — Grow

Let’s talk about the elephant in the booth: many Ghanaian artists blow up before they’re fully baked. Artist development — that slow, unglamorous process of refining sound, building stage presence, and understanding the business — is too often skipped. The result? Raw talent, poor management decisions, and no roadmap for the long haul.

Compare that with artists like Sarkodie and M.anifest, who have treated their careers like long games, not lottery tickets. They’ve evolved with time, built teams, and invested in craft. That’s no accident — that’s strategy.

2. Branding: Be More Than a Name on a Flyer

In an industry where everyone is a “star,” differentiation is survival. Branding isn’t just about logos and Instagram aesthetics. It’s about identity — what you represent, how you sound, and why people should care about you even when your song isn’t on rotation.

Think of Stonebwoy — Afro-dancehall king, pan-African voice, and global festival staple. His brand is tight, clear, and consistent. Even without a current chart-topper, his presence matters. That’s the power of intentional branding.

3. Diversified Income: Don’t Let the Stage Be Your Cage

Too many Ghanaian artists rely solely on performance fees. But what happens when the bookings stop or, say, a global pandemic shuts down live events? (Looking at you, 2020.)

Today’s smart artist is an entrepreneur: launching merch, signing brand deals, publishing books (shoutout to Okyeame Kwame), monetizing YouTube, licensing music for films and ads, and even investing in side businesses. Your music should open doors — not be your only hustle.

So, What Needs to Change?

In short: The music industry needs to stop chasing trends like they’re the last bus home on a Friday night. Labels and managers should ditch the “viral or bust” mentality and start nurturing artists like the long-term investments they are—not fast fashion. Artists, too, need to think beyond the next gig or playlist drop: lawyer up, lock down your rights, and build a career with staying power. Meanwhile, the rest of the ecosystem—media, event organizers, fans—has to stop treating newness like greatness and start rewarding the slow burn of real consistency. And let’s not forget the folks in suits: policymakers and stakeholders must build the scaffolding for sustainability—fair royalties, funding, and creative spaces that don’t just keep artists alive, but help them actually live.

End Thoughts:

The Ghanaian music scene is alive — electric with raw talent, infectious rhythms, and the kind of creativity that refuses to stay in a box. From highlife to hiplife, Afrobeats to drill, there’s no shortage of sonic brilliance. But if we’re serious about building a real industry — one with depth, structure, and staying power — we’ve got to let go of the “one-hit wonder” mentality that’s been running the show like it’s an endless popularity contest.

Sure, hits are sweet. They pay the bills, fill the dance floors, and light up your mentions. But let’s be honest: hits without strategy are like fireworks — loud, flashy, and over in seconds. What we need is a blueprint for longevity. Because the real question isn’t “Who’s trending this week?” It’s “Who’s still headlining in a decade?” That kind of staying power doesn’t come from vibes alone — it comes from vision, planning, and playing the long game.

The true icons didn’t just ride waves — they built them. They registered their work, owned their masters, negotiated smarter, and stayed consistent when the hype faded. That’s the kind of legacy we should be hyping — not just the latest chart-toppers, but the architects of tomorrow’s sound.

So, Ghana, here’s your cue: let’s stop chasing virality like it’s the final goal. Because in the end, the ultimate flex isn’t just dropping back-to-back bangers. It’s dropping a catalog that generations will still press play on.

Now playing: “Longevity” by You — the next big act, but this time, with a plan.

(Story: Richmond Adu-Poku)