Media personality and blogger, Kobby Kyei, has called on the leadership of the Musicians Union of Ghana (MUSIGA) to rebrand and reposition the union in a way that will attract the younger generation of musicians and creatives.
In an interview on Starr FM, Kobby Kyei stressed that MUSIGA continues to be seen largely as an association for “old people,” a perception that discourages many young talents from wanting to be associated with it. He cautioned that unless deliberate steps are taken to change this image, the union risks losing its relevance and influence in the country’s music space.
According to him, the music industry has evolved significantly with technology, but MUSIGA has failed to keep pace. He noted that young people with tech expertise can play a vital role in modernizing the union’s operations, particularly in the areas of digital distribution, catalogue management, and revenue mobilization.
“Are they ready to also bring these young boys to be part of their team because most of them still have this mindset of always moving around with people that do not understand the space. One of the ways we can enlighten our people is to build a partnership with, say, a UK tech company that can actually help monetize the system,” Kobby Kyei said.
He explained that artists such as Stonebwoy and other Ghanaian acts have been able to advance their craft because they forged partnerships with international companies that helped them streamline their catalogues and manage their records digitally. Unfortunately, MUSIGA, he said, has been slow to embrace such practices, leaving younger musicians unmotivated to engage with the union.
Kobby Kyei also lamented what he described as an “analogue mindset” that continues to dominate MUSIGA’s leadership.
Credit: starrfm.com.gh
