Ghanaian rapper and entrepreneur D-Black says the music industry in Ghana has become more lucrative but also more expensive, with artistes facing rising costs for production, promotion and marketing. He also described how digital platforms have changed the way music reaches listeners.
He made the remarks on the Afternoon Show on TV3, a Ghanaian broadcaster.
Rising costs for artistes#
D-Black said that while the industry has grown more profitable over the years, it has also become increasingly costly. Artistes now face mounting financial demands across three areas:
- Production
- Promotion
- Marketing
He said these outlays are often necessary simply to remain competitive.
From CDs to digital distribution#
D-Black explained that distribution has changed considerably since he launched his career. Artistes once had to press compact discs (CDs) and physically distribute copies of their songs across the country to reach listeners.
By contrast, modern digital platforms let musicians share links and make their music available to a global audience almost immediately.
Milestones and a long-running partnership#
D-Black recalled winning his first gospel award with “Somebody,” a hit featuring Kwabena Kwabena, which he described as an important moment in his musical journey.
He traced his relationship with E.L to around 2008 or 2009, when a shared passion for music brought them together. The connection developed naturally into a creative partnership, and the two artistes have featured on each other’s tracks and collaborated on various projects.
D-Black said their joint work was never the product of a carefully planned corporate strategy, but grew organically as their careers progressed. Their association has continued to produce creative opportunities, including a joint five-track EP with songs centred on women.
He also acknowledged that real-world frustrations have occasionally surfaced in their musical relationship over time, though he was measured in discussing the specifics.
