Kasar Urges Record Labels to Invest in Emerging Artistes
Former Lynx Entertainment signee Kasar has called on record labels and private investors to shift their attention from already established acts to nurturing young, emerging talents in Ghana’s music industry.
Speaking on the current state of the industry, the “Akosua Cinderella” hitmaker expressed concern about what he described as the limited number of investors willing to take risks on upcoming artistes.
“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 said.
Kasar’s appeal is informed by his own journey. After placing first runner-up in the Citi TV Voice Factory competition in 2019, he gained national attention and was subsequently signed by Lynx Entertainment in 2020. The deal marked a turning point in his career, leading to the release of songs such as “Oyibo,” “Your Waist,” “Pull Up” and “Pop Champagne.”
Reflecting on that period, he acknowledged the critical role the label played in easing the financial and managerial burden that often overwhelms young musicians.
“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.
Since exiting the label, Kasar admits that staying visible in the industry has come with significant financial challenges. “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 noted.
Despite the hurdles, the singer says he is navigating the terrain through consistent music releases and strategic use of social media to keep his audience engaged.
