Kwabena George Adu, known in the music world as Kwabena Kwabena, has voiced his concerns about the impact of social media trends on today’s music market. Speaking to DJ Slim on Hitz FM, the highlife legend and talented songwriter shared his worries about how trends are affecting the longevity and health of music.
Kwabena Kwabena believes that platforms like TikTok and other social media challenges are making it difficult for songs to stand the test of time. “The trends today do not permit music to be evergreen,” he said. “This is mostly due to the recent culture of TikTok challenges. The moment a challenge is on and the next one comes, the older one gets replaced quickly. But the current generation seem to be enjoying it.”
His main concern is that once a new challenge appears, it quickly overshadows the previous one, no matter how much effort and investment an artist has put into their song. This cycle does not give music the attention it deserves, which is different from how things used to be. In the past, songs had a longer lifespan and more lasting impact.
Kwabena Kwabena, famous for his hit song “Afraid to Lose You,” also talked about the role of record labels in the Ghanaian music industry. He acknowledges that record labels can be beneficial for musicians looking to gain widespread recognition. However, he cautions artists to thoroughly understand the contracts they sign. While some record labels offer great opportunities to nurture talent and provide necessary exposure, others might not be as advantageous. The disadvantages outweighed the advantages back in the day regarding record labels but now it is better.
Kwabena Kwabena’s thoughts highlight the challenges that modern musicians face due to the fast-paced nature of social media trends and the complexities of record label contracts even though admits some contacts are juicy. His advice to artists is clear: understand the industry, be cautious with contracts, and strive to create music that can stand the test of time, despite the fleeting nature of current trends.
Written by: Desaan
