Reggae musician Ras Kuuku has defended the practice of “payola” in the music industry, describing it as a form of appreciation for DJs and media personalities who contribute their time, effort and resources to promoting artistes and their music.

In an interview on Hitz FM, the Reggae musician argued that many people who criticise payola may not fully understand the relationship that often exists between artistes and media practitioners.

According to him, DJs and other media personalities play an important role in giving songs the exposure needed to reach listeners and gain popularity.

“Payola has been there from way back and it’s still there. People call it payola, but me sitting down, I’ve got to know that it’s a kind of appreciation,” Ras Kuuku said.

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He explained that artistes often build close relationships with industry players who support their careers. As a result, when they release new music, they may decide to show appreciation to DJs or media personalities who help promote their songs, even if those individuals are already paid by their respective media organisations.

Ras Kuuku suggested that such gestures should not always be viewed negatively, as they may reflect the personal relationships and mutual support that exist between artistes and the media professionals who help push their work.

“Every artiste has somebody in their industry with whom he or she loves. So definitely when you’re coming out with a song and then you take the person to play for you, even though he’s been paid over there, for your song to be played very well, at least you give the person something so that he can also enjoy what he’s coming to do,” he stated.

The musician also shared his thoughts on the use of artificial intelligence, particularly its role in music creation.

While he acknowledged that AI is increasingly being used across several industries and that he occasionally uses it in some aspects of his work, Ras Kuuku said he was unaware that the technology could also be used to write songs.

He stressed that some of his most successful songs, were created before AI became widely known and accessible.

Based on his comparison of his songwriting ability with what AI can produce, the Reggae artiste expressed confidence that his creativity and songwriting skills remain superior.

“AI is being used in so many fields, and I can’t say I don’t use it in some of the things I do. But musically, I didn’t even know AI could write songs. ‘Adie3 Bekye’ and many of my best songs came before AI. When I compare myself with AI, I’ve realised I’m a better songwriter than AI,” he said.

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AK/EB