Ghanaian rap superstar Edem has revealed that instead of Ghanaian musicians campaigning for 80% airplay for indigenous music, they should rather start forging partnerships with other African acts.
His assertion comes on the back of calls by some industry pundits that the only way to put Ghanaian music back on the map, is to stop playing Nigerian music on our radios and tv’s since the proliferation of Nigerian music on our airwaves has stifled the growth of Ghanaian music. The final straw was the disastrous Zylofon launch in Nigeria where Ghanaian A-listers like Shatta Wale, Stonebwoy, King Promise etc suffered a humiliating reception from Nigerian revellers.
However, Snappy nut Ambassador; Edem feels that one of the ways Ghanaian music can conquer the African continent and by extension, the world is to forge partnerships that will be mutually beneficial.
‘…..We should forge partnerships because we have to accept that they are a major force than us (Ghanaians) and if you can’t beat them, you join them. You have to join them strategically…. instead of going at each other’s throats that our DJ’s shouldn’t play Nigerian music’
The Efiefour singer proceeded to tell Mr Skinny (The Citi Buzzer) and PM on Radio Maxx in Takoradi that, radio stations, event houses and musicians should learn to partner with their colleagues in Nigeria because whether we admit it or otherwise, Nigerians are ahead of us in terms of Marketing and brand positioning globally.
Edem recently released ‘Toto’, which is enjoying an appreciable level of attention on social media and the streets.