BUDDING Afro-Dancehall/Reggae artiste, Tozik Ranks, says talent alone isn’t enough to break through in Ghana’s music industry, not when connections and cash matter more.
The Nima-based act wants industry players to put more effort into finding fresh talent instead of sticking with the same familiar circles, arguing that too many gifted artistes get overlooked simply because they don’t know the right people.
“I’m blunt when I talk, but I’m only being realistic. A lot of people in the industry work with a ‘who-you-know’ mentality. Instead of discovering new talent, they mostly focus on people who already have connections.
“There are so many talented artistes like me trying to break through, but we don’t have the links,” he told Graphic Showbiz on Sunday, July 26.
According to him, even getting a foot in the door doesn’t always help.
“Even when you finally get the chance to meet some of these people, they ask for so much money, when some of us are just trying to survive. It feels like the money matters more to them than the music.”
“Sometimes, it doesn’t even matter how good your song is. If you don’t have the right connections or deep pockets, you’re overlooked. I think things need to change because there’s so much talent out there that deserves to be seen and heard”, he lamented.
Born Mustapha Mohammed, Tozik acknowledges the industry has come a long way but he just thinks it needs a real system for finding new artistes, not just goodwill.
"From where I'm standing, there is still a lot more to be done, but I can see the industry is growing and a lot of progress has been made. However, more attention needs to be given to discovering new sounds and new acts, and favouritism has to stop.”
“A proper scouting system for emerging talents is something industry players should take seriously because the new generation has a lot of potential, creativity and uniqueness in our style and sound.”
“We have different stories, ideas and approaches that can bring something fresh to the industry. With the right support and opportunities, we can help take Ghanaian music to a bigger global stage," he added.
He also requested that young artistes shouldn’t be judged by the same standards as established stars.
"The change I would like to see is people understanding that budding artistes are still in the learning process and are experiencing new things, so they shouldn't be compared to mainstream acts or expected to deliver like them.”
“Instead, they should be encouraged and motivated to bring out the best in them, and supported in any way possible to reach that spot, either financially or physically. Empower the youths to explore and spread their wings," he stated.
Tozik has spent 12 years in the music industry, releasing songs such as Yello, Sad News and Save Mi.
Asked about the legacy he hopes to leave, he said his goal goes beyond music. “I am a multi-talented act, versatile and unique in my own way. I am willing to take the Reggae and Dancehall genre to the next level.
“Uplifting people, helping them make the right decisions in life, staying true to oneself, fighting for what’s right, and also fighting for others who fear to speak out is the kind of legacy I’d like to leave behind”, he added.
