Veteran Ghanaian reggae and dancehall artiste Samini has shared insights on how he approaches releasing music and staying relevant in today’s fast-paced digital music industry.

Speaking in an interview on 3Music on February 14, 2026, Samini emphasised the importance of understanding the times and knowing when to celebrate or remain calm.

“I think you have to know the kind of era you’re in. You have to know what time it is and you have to know when to shout, be calm and be celebrated,” he said.

The veteran musician explained that when he releases a body of work, he ensures it reaches both current digital platforms and traditional channels, while maintaining a balanced promotion strategy.

“When I put together a body of work, and I put it out, I make sure it goes on all the current and traditional platforms that they need to be on. We make sure we do the promotion that we need to do across board,” he explained.

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He continued, “There’s this side that I just believe you don’t have to overdo it and overhype it in the people’s eyes. If the thing is juice, they will come for it. What you need to do is to make sure they know it’s out.”

Reflecting on the evolution from analogue to digital, he expressed gratitude for still being relevant and accessible to music lovers.

“To me, as a consumer of music as well, no matter how much it’s in my face, if it’s good, it’s good and vice versa. Welcoming from analogue and it’s a digital day today, and we’re still here,” he shared.

Samini added, “We kind of find it interesting how time has changed and what we are having to deal with now. It’s always a blessing to still find yourself afloat and still being accessed when people look for you.”

FG/EB


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