EMERGING Ghanaian musician Sosa Kidd is calling out Ghana’s music industry to stop treating upcoming artistes as temporary hype and start investing in them for the long haul.
Sosa Kidd, born Nathaniel Kwabla Seanehia, believes the industry’s tendency to demand instant hits from young talents without providing the necessary support is one of the reasons many promising artistes struggle to build sustainable careers.
In an interview with Graphic Showbiz recently, the Fly High artiste said emerging musicians need more than the occasional social media buzz or a hit song to survive in the highly competitive industry.
“The industry treats budding acts as short-term hype rather than long-term investments. It is always expecting polished, commercial hits without offering mentorship and distribution frameworks to build sustainable careers and cultivate global talent,” he stated.
For Sosa Kidd, the problem goes beyond the lack of opportunities. He believes many young artistes are also expected to figure out the business of music on their own, often without managers, mentors or industry professionals to guide them.
He identified effective marketing, pricing creative work and understanding the business side of music as areas where emerging artistes particularly struggle.
“The business side of music independently, specifically mastering effective marketing strategies and properly pricing their creative work without professional guidance or management,” he said.
He also pointed to inadequate financial backing as another major hurdle confronting young musicians.
“This concern has probably become a cliché. The Ghanaian music industry currently falls short of providing sufficient opportunities for emerging talent. Talented creators are often forced to shoulder heavy financial burdens alone, making it difficult to gain visibility and break into the mainstream,” he said.
But while the challenges may be daunting, Sosa Kidd insists he has no plans of abandoning his dream.
“Giving up has never been an option,” he said.
And perhaps that determination explains the message behind his latest single, Fly High.
Growing up, Sosa Kidd was exposed to Ghanaian gospel music through his father, who regularly played artistes such as Elder Mireku and Esther Smith at home.
Those early sounds, he said, shaped his appreciation for melody, emotion and storytelling.
He later found inspiration in contemporary rapper, Kwesi Arthur, whose music helped him see how traditional emotional depth could coexist with a modern sound.
It was, however, his first experience performing before a live audience that convinced him music could become more than just an interest.
While at Apostle Safo School of Arts and Sciences, Sosa Kidd performed R2Bees’ Boys Kasa on his school’s stage.
He was nervous, having never performed before such a crowd, but the reaction after his performance gave him the confidence he needed.
“Having people come up to me afterwards, congratulating me and telling me I actually smashed it was everything. That instant boost of support changed everything for me,” he recalled.
According to Sosa Kidd who is reading B.Sc. Nautical Science at the Regional Maritime University (RMU), his family, particularly his two older brothers, have supported his musical ambitions. His father, however, only recently became aware of his music career and remains cautious about the decision.
“I understand where my father is coming from. As a parent, he wants to make sure I have a secure future academically and professionally.
“But for me, music and my studies can go hand in hand. I’m working hard to prove that I can excel in both,” he said.
