Shatta Wale’s Media and Public Relations Manager, Sammy Flex, has advised veteran musician Adane Best to reconsider his desire to collaborate with the dancehall musician if he is not prepared to embrace technology in music production.

Speaking on Hitz FM, Sammy Flex explained that the music industry has undergone major changes over the years, with technology now playing a central role in how music is created, recorded, and promoted.

He noted that artistes who fail to adapt to the industry's changing demands risk becoming irrelevant, stressing that adapting to new methods has become necessary for musicians across generations.

“This is the new thing. It is either you are with us, or you are dying out. Nobody will remember you again,” Sammy Flex noted.

Technology has made current generation of musicians lazy - Adane Best

According to him, although many veteran musicians built successful careers through talent, passion, and traditional methods of making music, the current era requires artistes to combine their creativity with modern technological tools.

“At that time, most of them were not even thinking about money. It was the passion, the fact that they knew they could sing. But we should let them know that the music business has changed drastically,” he added.

Sammy Flex further pointed out that Shatta Wale, whom Adane Best has expressed interest in working with, is one artiste who has successfully incorporated technology into his music process.

“If this is his thinking, then the next artiste he says he wants to do a feature with should not be Shatta Wale. Shatta, he’s the king of technology in music production,” he stated.

Sammy Flex’s remarks come after Adane Best, in an interview on JoyPrime with Andy Dosty disclosed his interest in recording a song with Shatta Wale.

However, the veteran musician also criticised some contemporary artistes for depending heavily on technology in their music.

@hitz1039fm If this is Adane Best’s thinking, then he should find another artiste for his feature because @shattawaleking is the king of technology. - @sammybaahflex #ShowbizReview #fyppppppppppppppppppppppp ♬ original sound - Hitz 103.9 FM