Ghana music would have been awful without Sarkodie

• Posted on January 9, 2015January 9, 2015
• by Nana Kwesi Coomson
• 1 Comment

Nigeria is the obvious African country that comes to mind when the continent is tempted to boast of fine products in Showbiz. Their unassailable brands make them a force to reckon with. Their extensive promotion is enviable and the population of that state is enough to make more Entertainers millionaires.

I have been asking myself questions without answer as to which brand in Ghana would be presentable to challenge any of those Nigerian brands. Ghana could boast of fine Artistes who are even talented and prolific than most of the Nigerian talents but their presentation has always been distasteful.

Most of Ghanaian Artistes’ focus has mainly been Ghana and not the African continent as a whole so repacking themselves for the continent when they are accepted in the country makes them lose their relevance; many Artistes end up defunct. Even though the country of origin should always be the first target, the popular parlance ‘think locally, act globally’ has always been useless to many.

Even though so many of these Artistes dress well (thanks to China) lately, some of those whom I interact with think that dressing is the pivotal part of branding since the “talent is always there.”

With branding, a lot is involved. Let me puzzle you on this; who comes to your mind when I ask you about rapping, singing, dancehall, TV Presenter, Radio Presenter etc. These are brands because their names are synonymous with what they do. You become a brand too when you are used as a verb instead of a noun. For instance ‘google the information,’ ‘youtube the video,’ ‘Sarkodie the bars,’ etc.

Showbiz has grown and the fans are more discerning now so it affirms that, talent is not enough. If talent was enough, D Black wouldn’t even have his song on anyone’s device (but is true); he is an epitome of a musically-talentless-smart-businessman. He has grown a brand of a musician who is a businessman. Even though he (D Black) did not promote that he is a businessman, that projection of a businessman has made many see him as a businessman.

Sometimes its laughable to hear the Artistes say “I am a hip hop Artiste and not a Hiplife Artiste.” The truth is, what you break through with is what would be tagged you. Imagine Gasmilla saying he is a Hiphop Artiste or Bisa K’dei saying he is a Dancehall Artiste.

Branding is a pivotal part of every Artiste in this social media age. Branding is what your fans and non-fans alike perceive about you, and how you make them feel; consistency, connecting emotionally with people, among others.

Let us put Davido and Tiwa Savage on the table and find two Ghanaian Artistes who can match them boot for boot in how they sell themselves to the world. Not about the language, after all ‘khona’ is a hit. The fact is, life is a reflection of what you put in; you cannot use Kumasi road to arrive at Tarkwa.

It is time to grow strong brands like that of Sarkodie who has even won BET Award with his Twi rap (hope to all that it is possible to dream to that zenith and a real definition of audacity of hope). His scarcity and talking-on-relevant-issues-only has made many admire him most (a typical Jay Z style).

Every discerning person would see that the ‘Sarkology’ album is not a Ghanaian market target, it was an African market target and the only prudent thing for any African to get that market is to feature more of the Nigerians who are already there. An indication that his focus has grown beyond 25 million market.

If he is not out with an album or a major song, he is on other songs with colleagues, he is donating, he is winning awards, poking the media to come out with stories about him to stay relevant. In Ghana, Sarkodie is now the model to look up to in branding. It is no surprise Reggie Rockstone describes him as a ‘danger.’

Every event with Sarkodie on it raises the image of the event and gives it that classy touch that is why he charges GHC 50,000 per event (nanka, you think it’s a joke!).

It is possible to get so many Ghanaian Artistes out there but with impregnable brands which will battle the Nigerians to be main stream in Africa, a lot need to be done. I have always believed in this saying since I heard it ‘if you do well, you will be accepted.’

When Forbes posted a publication on 10 bankable Artistes in Africa, Sarkodie was the only name from Ghana who featured, a clear indication that other brands are not yet recognized internationally.

So imagine Ghana music without Sarkodie, who and who would have been that strong brand from Ghana to compete on the African market? It would indeed be awful without the Africa rap god, Sarkodie.

No disrespect to those doing well, more room for improvement.

And note that, this is my opinion. Agree or disagree and come with names too.

Author: Nana Kwesi Coomson (www.233times.net)