For aspiring Dancehall performer Nutty Rankin, event planners ought to give diligent underground performers an equal opportunity to shine if the Ghanaian music business is truly committed to expansion.
Among other things, he thinks that rather than just grouping them under “and many more,” event organizers ought to give them appropriate opening positions, include them on event fliers, and market them similarly to how they do for well-known performers.
Nutty Rankin brought attention to the difficulties underground artists encounter in becoming well-known despite their diligence and hard work in an exclusive conversation with Graphic Showbiz.
He claims that a large number of gifted musicians are continuously marginalized, which makes it challenging for them to enter the mainstream music market.
“There are a lot of dedicated underground artists in Ghana who ought to be treated better. They pay for their own recording, promotion, and even transportation to events, but when it comes time for performances, they are either added at the last minute, play at strange hours when crowds are starting to arrive, or are just listed under “and many more” on flyers,” he said.
Currently promoting his most recent track, Tiaa Loo, Nutty Rankin emphasized that underground artists are vital to the industry and should not be disregarded.
Every well-known artist of today had a beginning. The new generation of musicians should be given the proper platforms if the industry is genuinely committed to expansion. Give them the exposure they require, let them open shows appropriately, and include their names in promotions, he continued.
In addition to the lack of promotion, he highlighted other issues that underground artists deal with, like little media attention and trouble landing deals with well-known artists.
“Most underground artists find it difficult to get their songs played on radio and television unless they have strong industry connections or money to promote their work.” He emphasized that the media should help up-and-coming artists as well as well-known figures.
He added that mainstream performers hardly ever offer up-and-coming musicians assistance. Unless there is a significant financial investment, many well-known artists will not work with underground performers. It’s difficult to even receive industry guidance or a basic functionality. This isn’t how it should be,” he stated.
He also brought up the issue of financial limitations. The majority of underground performers finance their whole careers independently, in contrast to mainstream performers who have sponsorship agreements or record label support.
“It costs money to record, make music videos, promote, and perform. Some of these guys push their aspirations with everything they have, including their last pesewa. “The industry must establish frameworks that facilitate the survival and expansion of underground artists,” he continued.
Nutty Rankin thinks underground artists should stay committed and keep improving their skill in spite of these obstacles.
“The road is difficult, but perseverance is essential.” The fans will appreciate the effort, and the breakthrough will occur when it’s time. He said, “Until then, we must continue to create amazing music and demand the respect we are due.”
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