The Director of Special Projects and Communications at the Musicians Union of Ghana (MUSIGA) Daddy Bosco has advised established Ghanaian musicians to shift their attention from chasing hit songs to building enduring legacies and expanding their brands beyond music.

According to a report by Graphic Showbiz, Daddy Bosco said established musicians should recognise when they have transitioned from trend-driven artistes to legacy acts and no longer feel the need to compete with younger artistes for hit songs.

According to Daddy Bosco, changing musical tastes make it impossible for any artiste to remain at the peak indefinitely.

He therefore encouraged established musicians to look beyond temporary chart success and focus on creating a lasting impact.

“One of the issues with the Ghanaian music industry is that we tend to applaud trending artistes more than legacy artistes. Shatta Wale is now a legacy artiste. Samini is a legacy artiste and so is Kwabena Kwabena. They don’t need to chase another hit.

“Look at Kojo Antwi. When was the last time Kojo had a hit? Yet, he is still playing some of the biggest shows.

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“I think sometimes, the artistes themselves have to appreciate that they have crossed over into legacy status. At that point, they should stop worrying so much about trends. That’s what I think. I may be wrong, but that’s my opinion,” he added.

Daddy Bosco, who also serves as MUSIGA’s Director of Projects, said established artistes should instead explore brand extension by turning the influence and recognition they have gained through music into businesses, products and other ventures.

He pointed to Okyeame Kwame as an example of an artiste who has successfully moved into other areas after establishing himself through music.

“He’s made the name, now what he’s doing is brand extension,” Daddy Bosco said.

He also cited Shatta Wale’s Shaxi venture as an example, suggesting that the dancehall musician could continue developing businesses that strengthen the Shatta Wale brand.

Other examples mentioned included Reggie Rockstone’s Rockz Waakye and Tic’s pizza business, which demonstrate how musicians can use their established profiles to venture into other industries.

Daddy Bosco further referenced American rapper Jay-Z, who has built a vast business portfolio through investments and ownership interests spanning music, luxury spirits, fashion, technology and entertainment.

He therefore encouraged Ghanaian artistes who have attained legacy status to take advantage of their longevity by developing sustainable brands and businesses instead of constantly worrying about whether a new song will match the success of their biggest hits.

“I think its good advice for them,” Daddy Bosco added.

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AK/EB