Personally, I am extremely skeptical about the true benefits of African artistes signing onto non-home based record labels, especially those who claim to be international—and there are many precedents such as D’banj and Kanye West’s Good Music signing to show that, these so called out-of-home record labels never deliver. Mostly, out of touch with home too…
A record label must not only understand the artiste and her career direction, but must also understand the artiste’s market as well as be in touch with the market—this is the reason why I will at any day advocate for Ghanaian artistes to sign with Ghana based record labels. And if they want to stretch their arms, they can have their home record labels partner with international records for the long arm reach.
Anyway, let’s wait to see if Becca can change my mind about this as we’ve learnt the singer who signed off Kiki Banson’s EKB records recently has now signed with UK based Kolophoni-with its CEO being Yoel Kenan.
Let’s face the facts, Becca is not much of a great singer—she had a great brand because EKB records managed to somehow position her well. Artistically, she is just like the many out there, nothing ‘extra O’.
Therefore, her artistic prowess wouldn’t be solely effective in throwing her onto the top of the cliff. Left alone to that, she will rather fall from the cliff. This is where the record label must step in with the brand positioning—and connections.
According to Becca’s new record label they “are going to aggressively promote her through [their] networks in countries like United States of America, U.K, Nigeria, South Africa and Kenya.” We’ve heard enough of such big talks, once again, D’banj’s case comes to mind.
Fuse ODG for instance has managed to remain big but mainly in the United Kingdom—with a bit of touch in Ghana. And this is due to where his record label’s headquarters is based. Breaking barriers is not just about talking, it’s about understanding the targeted market.
Becca’s new record label says in 5 years, they intend to put her up there to become like Alicia Keys and Mary J. Blige—this is where I get worried about the big talks. These names took over a decade to get to where they are, even with the power houses behind them and you intend to shoot to their position in just five? EKB must have been useless then…
Anyway, I am a skeptic but remain reasonable in my skepticism so let’s wait and see. And good luck to Becca, real name-Rebecca Akosua Acheampomaa Acheampong.