Pay-to-play popularly termed
as ‘Payola’ is an illegal practice where record labels pay broadcasters for
guaranteed airplay or promoting a particular artiste at a higher rate than
The act had confronted the
showbiz industry for many years with some musicians lamenting on how it has
crippled young talented artistes who have no funds to promote their music.
Against this back drop,
the multi talented rapper, Kwesi Arthur has advised musicians to produce good
content that could merit airplay.
According to him, the use
of cash to encourage promotion of songs on streamline media like television and
radio would be a thing of the past if artistes put much effort in the composition
of their music.
In an exclusive interview
Weekend in Accra on Tuesday, the “Woara” hit maker indicated that young
artistes should not only view music as just composing, saying they should be
able to provide rich lyrical contents to motivate disc jockeys (DJs) to chase
them for the song.
He said no amount of
radio promotions were going to turn an average song into a hit, adding, “that artistes who do not understand the music
business cut cheques and splash cash around thinking their songs are going to blow
to the top.”
The 25-year-old lyrical composer
observed, that his fame was not attributed to the amount of money spent in the
promotion of his music but was attributed to the rich contents he produced for
“The music I am making is
timeless, 20 years from now you will still hear my music and love them as if
they are new,” he said.
For songs of artistes to stream
faster on air, he called on them to establish a strong public relations team
which would promote their songs and build rapport with DJs.
Born Emmanuel Kwesi Danso
Arthur, Kwesi Arthur is considered to be one of the best rappers in the country
who pursued a career in music after
listening to Drake’s debut album titled “Thank me later.”
He noted that the
American singer made singing so easy and emulated his steps to make the
industry more vibrant and joyous for the youth.
Kwesi Arthur who hails
from Tema had his basic education atGood Shepherd Preparatory School and later attended Naylor Seventh Day
Adventist (SDA) School.
furthered at Tema Secondary School (TEMASCO)
where he had the dream of becoming a lawyer.
dream of defending the innocent at court failed when he tried severally to get
funds to enrol at the University of Ghana and Ghana Institute of journalism.
awards winning musician is noted for his hit songs like “One stone, nobody, no
title, Popi and Grind day.
Kwesi was nominated for the Best International
Act at the 2018 BET Awards and won the hip pop song of the year in the just
ended Vodafone Ghana Music Awards (VGMA).
Based on his life experience,
Kwesi Arthur is poised to change the lives of the youth within his community
and the country.
Currently he is working
with the Youth Employment Agency and Queen’s Commonwealth initiative to assist
people with creative knowledge to develop their talent.
Extended Play (EP) Released
The Founder of Ground up Chale,
a fun club, released his maiden mini album in 2017 christened “Live from
Nkrumah Krom” (LFNK).
Due to high demand from
fans, the award winning rapper in April this year dropped his second mini album
under the same title.
The nine-track EP contained
hip-hop and afro beat songs which featured top international and local stars
like Stonebwoy, Shatta Wale, Sarkodie, Kidi, Mr Eazi and Nasty C.
Word to Fans
Kwesi Arthurcharged young artistes to believe in
themselves and produce songs that could stand the test of time.
The sensational rapper
called on his fans to patronise his art from all the major streamline media and
promised to release an album soon.
“I am working hard to release a full album but for now all my fans should support me in the promotion of my current EP, great things are cooking, they should watch out,” he added.
BY JOYCELINE NATALLY CUDJOE
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