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After spending decades shaping Ghana’s music industry, veteran artistes should probably have graduated from the school of “Who is number one on the charts this week?”
That is the view of music executive Ahuma Bosco Ocansey, popularly known as Daddy Bosco, who believes established Ghanaian music icons need to stop chasing hit songs and start building legacies that can survive long after the latest radio banger has disappeared.
According to reports by Graphic Online, Daddy Bosco has called on veteran artistes including Shatta Wale, Samini and Kwabena Kwabena to rethink what success should look like at this stage of their careers.
The Vice Chairman of the Ghana Culture Forum and MUSIGA Projects Director argued that once an artiste has reached legendary status, constantly worrying about whether a new single is dominating the charts may not be the best use of their time or creative energy.
After all, music trends can change faster than a TikTok dance challenge.
Daddy Bosco noted that public taste is unpredictable, making it nearly impossible for even the biggest stars to remain at the top forever. Rather than trying to compete with younger artistes for every chart position, he believes veterans should embrace their status as industry elders and focus on preserving and expanding their influence.
He pointed to highlife legend Kojo Antwi as a perfect example.
According to Daddy Bosco, Kojo Antwi does not need a brand-new radio smash every few months to prove his relevance. His extensive catalogue and reputation are powerful enough to draw large crowds whenever he performs.
For Daddy Bosco, that is the real definition of longevity.
He believes the next step for established artistes should be brand expansion. Instead of relying entirely on music income, veterans can use their fame, networks and influence to launch businesses, invest in profitable ventures and create brands that can generate wealth beyond their music careers.
Ghana already has several examples of artistes making that transition.
Shatta Wale has ventured into the transport space with Shaxi, while hiplife pioneer Reggie Rockstone has turned his passion for food into the popular Rockz Waakye brand. Tic Tac has also moved into the food business with his pizza venture.
And if anyone needs a global example of turning music fame into an empire, Jay-Z practically wrote the textbook.
The message from Daddy Bosco is therefore straightforward. Ghana’s music veterans have already done the hard part. They helped shape the culture, built loyal fan bases and earned their places in the industry’s history.
Now, instead of fighting teenagers for weekly chart positions, it may be time to turn those decades of fame into lasting businesses, investments and institutions.
Because when you have already become the history, there is little point in desperately trying to win every headline.
