Upper East-based rapper Ras Wormz says about 90% of musicians in the region operate without managers, a situation he believes is contributing significantly to the slow growth of the local music industry.
The musician said even among the few artistes who have managers, some lack the professional management needed to develop their brands, secure performances and effectively promote their music.
Speaking on Bolga FM’s Tooma la Dengo Sanga, Ras Wormz argued that the Upper East Region has musical talent but lacks some of the structures needed to transform that talent into sustainable careers.
“An artiste needs a manager to push the brand, book shows and do proper promotion,” he said.
He criticised what he described as a tendency for some people to assume the title of manager without performing the responsibilities associated with professional artiste management.
“Not a caretaker while neglecting the key responsibilities of a manager as we see in the region,” he said. “Without that, you will just be recording and releasing songs with no direction.”
Ras Wormz identified limited airplay for local music as another challenge confronting artistes in the region.
He criticised some radio stations for what he described as inadequate promotion of music produced by Upper East artistes, comparing the situation with neighbouring Tamale.
“In Tamale, their radio stations play about 95% of indigenous songs from Tamale. But here in Upper East, it’s the opposite,” he said.
He, however, commended Bolga FM for its efforts to promote music produced by artistes in the region.
Beyond management and radio airplay, Ras Wormz said musicians also struggle with inadequate financial and audience support.
According to him, local audiences sometimes fail to turn out in significant numbers for events organised by Upper East musicians but show greater enthusiasm when artistes from outside the region perform.
He said the lack of patronage makes it more difficult for musicians to generate revenue and invest in their careers.
Despite those challenges, Ras Wormz said artistes also have a responsibility to improve their professionalism rather than depend entirely on external support.
He encouraged musicians to approach their careers as businesses, invest in the quality of their work and remain consistent.
“Take your music as a business. Work on improving your quality, be consistent and don’t just wait for help,” he said. “If you treat it like a business, people will start treating you like one too.”
Ras Wormz said stronger artiste management, increased local airplay and greater support from audiences and businesses could help create a more sustainable music industry in the Upper East Region.
A1 Radio | 101.1 MHz | Moses Anaba Azubire | Bolgatanga
