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Reggae artiste Ras Kuuku believes many Ghanaian musicians are chasing streaming success without the financial backing needed to make it worthwhile, and the pursuit is emptying more pockets than it is filling.
While digital streaming has created opportunities for artistes to reach global audiences and generate income from their music, the Wo hitmaker insists the rewards rarely come without significant investment.
Speaking to Graphic Showbiz on Tuesday, July 21, Ras Kuuku said visibility on streaming platforms comes at a price, a reality many artistes only discover after they have already spent heavily.
“Streaming has helped a lot of musicians. When you invest, you make money out of it, all things being equal. But if you don’t invest, you make nothing,” he said.
According to him, simply uploading songs is no longer enough.
“It is a lot of money that goes into getting your songs on these platforms. So if you don’t have that money, you will go broke.”
He argued that this explains why many musicians continue to struggle financially despite having their music available on major streaming services.
“That is why you see so many artistes going broke because they rely on streaming and hope it will make returns for them, and sometimes that is not the case. If you don’t have anyone backing you, you will remain broke,” he added.
Ras Kuuku’s comments echo a growing concern within the music industry that talent alone no longer guarantees success. Without the resources to fund digital marketing campaigns, playlist placements and sustained promotion, even great songs can disappear into the endless scroll.
The reggae star also shared his thoughts on why foreign music, particularly Nigerian songs, continues to dominate Ghana’s airwaves. In his view, the answer is straightforward.
“Their songs keep dominating because it’s all about money. They invest so much.”
He explained that Nigerian artistes and their teams often outspend their Ghanaian counterparts when it comes to promotion.
“Let’s say when our local artistes here pay for a month to, for instance, our big TV stations, the Nigerians come and pay for like six months. By the time the locals have used up their slot, theirs is still running. So it’s about investment.”
For Ras Kuuku, Ghana is not short on musical talent. What is missing, he believes, is the financial firepower to give that talent the global spotlight it deserves.
“We are also doing well, but it’s about investment,” he concluded.
