About a decade ago Soni Achiba was one of the famous musicians who reigned in the music industry with his ‘Hip Dia’, a fusion of Hiplife and Indian music rhythms.
Soni Achiba has revealed that it wasn’t his dream to flourish and just ‘die’ out in three years but Ghanaian DJ’s frustrated him and ‘killed’ his fame.
“Ghanaian DJs kill talents. That is what most of them do. They don’t appreciate the efforts of artistes. They will even retire you before your time because they don’t know what we go through to get our music out there,” he said.
“Every mainstream artiste can appreciate the energy we put in to make our songs successful. Unfortunately, our DJs, who are supposed to help the growth of the industry would rather charge high ‘unofficial’ fees to play the song.
“As if that isn’t enough, they will be quick to retire you early from active music because they determine who should reign or not. As soon as a new artiste pops up, the older ones are left out of the competition because they think your time has passed,” Achiba lamented.
Soni Achiba placed the blame on Ghanaian DJ’s saying they do not push or promote the Ghanaian music. He added that Ghanaian DJ’s request for money from local artistes before playing their music on air but would gladly play foreign music even though they know not those foreign artistes.
“It’s quite interesting when you hear people say that Nigerians are more talented than Ghanaian artistes. I can never accept that fallacy. The truth is that they have a bigger market and appreciate the arts so they invest in it but in our case, it’s not so.
“Mostly, the artiste has to hustle to make a meaningful career and after all that, has to compete with foreign artistes for listenership in our own country. This has been the unfortunate situation because Ghanaian DJs kill talents,” he stated.
Soni Achiba ‘died’ out 13 years ago but has been following the music industry and stated that he is highly impressed with how current crop of musicians have lifted the image of Ghanaian music on the international platforms.
“Today, Ghana can boast of BET awards winners and it is only right that we encourage the young ones to work harder. However, the trend of pitching successful artistes against each other should stop. It breeds rivalry which doesn’t help the growth of the industry. Soni Achiba concluded.