In April 2018, news broke that Ghanaian singer Cina Soul signed a record deal with the world’s largest music company Universal Music, becoming the first Ghana-based artist to join the label.
The announcement came with the release of the singer's first single on the label, ‘12:01’, a collaboration with Nigerian producer Pheelz. While her growing fanbase cheered her on, the signing wasn't heralded with much fanfare with only a few blogs reporting it. There was hardly any mention in mainstream media.
And so among those in the industry, the questions soon followed. How does a non-mainstream artist get an international signing? What signals does this send to other artists?
“I think it is important for every artist to understand themselves, understand their craft and stick to that. And that’s one thing we can all learn from Cina Soul’s success,” says Antoine Mensah; a radio and television presenter and one of the brains behind Aftown, a Ghanaian music streaming service.
“It is very important for people to stay true to their real calling and art because there is an audience out there and there are specific people who have big record labels, [or who are] connected who can actually help you in regards to that.”
Mensah believes that the signing will serve as: “some encouragement for everybody else who is doing authentic music out there, something they can look towards.”
The award-winning DJ Vyrusky notes that the signing means the world is paying attention to the Ghanaian music industry, and also drives home the need for artists to be consistent.
“It means people outside pay attention to the stuff we do here. It means we are doing something good here in Ghana. It’s about consistency and doing what you believe in. Like Sarkodie said recently, it’s about building a brand.”
Jay Foley, an artist manager and a record label owner, is of the opinion that the deal would in a way affect the Ghanaian music industry.
“Looking at it from the point where her brand as a Ghanaian will be marketed through various channels that Universal [Music] works with globally,” he says. Adding that: “It’s a bold step for her to take and challenge herself more than ever to meet international demand.”
Singer Efya is however wary of the ways in which labels try to secure ownership of the artist and their works. “Young artistes should sign up for digital distribution through major labels and split net revenues from projects they submit to the label,” the four-time Ghana Music Awards Vocalist of the Year winner advises. “Instead of receiving advances.”
Cina Soul's performances as a contestant on reality music show Vodafone Icons Remix Edition in 2014 won the hearts of the audience at the National Theatre, viewers at home and eventually a section of Ghanaian music lovers.
In 2016, she released a seven-track EP, Metanoia, to critical acclaim. The project featured M.anifest, Kidi and Worlasi.
When we spoke in an interview in 2016 she stated that her goal would be to win a Grammy, even if she's not the first Ghanaian to win the prestigious award.
She also spoke about the possibility of an international record label signing her. “I feel like if I keep working hard, the right label outside Ghana will pick me up and push my music far. So I mean it’s a stepping stone for now,” she expressed. “If I keep working hard and a record label from the United States recognises my stuff, we're gone and will actually keep selling Ghana wherever I go.”
Gabriel Myers Hansen, an entertainment journalist and editor speaks on how beneficial the deal is to Cina Soul’s career.
“The deal serves as international springboard for her, gives her access to other artists with an ease she wouldn’t otherwise have, enhance the already stellar quality of her art, as well ensures that her voice isn’t muffled by the mainstream, alternative singer or not.”
Nevertheless, Cina Soul’s history-making Universal Music signing is one for the books and leaves behind a trail of lessons for artists and stakeholders in the Ghanaian music industry, even if they don't know it yet.
Originally published on newdawnonline.org in June 2018
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