Invest in young talents, not big stars- Kasar urges record labels
Former Lynx entertainment signee Kasar is calling on record labels to shift their focus from big-name stars to young, emerging talents.
Speaking on the state of the music industry, he emphasised the need for investors to support fresh voices.
Kasar's appeal comes as the music scene continues to evolve, with many young artistes struggling to break through due to heavy financial burdens and poor management.
His own rise to fame as a signee of Lynx Entertainment showcases the power of supporting emerging artistes.
In an interview with Graphic Showbiz on Monday, February 16, 2026, the Akosua Cinderella singer said nurturing new talents will drive innovation and growth in the industry.
“I think we don’t have enough investors in the Ghanaian music industry, and the few want already established artistes because they are sure of returns.”
“However, every established artiste was once upcoming. If investors see that you are working hard, they can come on board and help you grow,” he stated.
Kasar said while he appreciated the role of record labels, it was equally not out of place for individual investors to drive the growth of young talents.
“But for Lynx, I would have been burdened with the responsibility to finance and handle every aspect of my music career. Where and how could I have started? But then again, it shouldn’t always be a record label like Lynx. Those with the wherewithal can take charge,” he said.
In 2019, Kasar, formerly known as AJ Sam, took the first runner-up position in the Citi TV Voice Factory competition, grabbing some attention for his talent.
However, he got a huge leap for his young career when Lynx Entertainment signed him in 2020 and has since released songs such as Oyibo, Your Waist, Pull Up and Pop Champagne.
His notable rise has been twisted with some challenges following his exit since staying visible required constant financial investment, especially in music production, promotion and collaborations.
“Being in the face of the industry every day demands money. There are times you want to shoot content or work with someone, but the cost alone can stop you. When there is an investor, it becomes easier because you cannot do everything by yourself,” he stated.
Kasar told Graphic Showbiz that he is presently navigating the challenges by focusing on social media promotion and consistent output, keeping his audience hooked with regular posts.
On collaborations, he explained that big-name artistes were open to working with up-and-comers if they brought value and demonstrated growth, potential, and seriousness as rising stars.
“There are many artistes I would love to work with, and some of them already know. But you also have to understand that you must get to a certain level before approaching them.
“Top artistes will collaborate when the timing's right and the partnership makes sense. If you get to a particular level, they will work with you because they already respect your craft. They want to see the value that comes with your brand,” he noted.
