Reggae-dancehall artiste Ras Kuuku has defended the practice of payola in the Ghanaian music industry, insisting that it should be regarded as a gesture of appreciation rather than an attempt to influence airplay.
Speaking on the issue, the musician said the relationship between artistes and DJs often extends beyond business, making it common for performers to reward media personalities who consistently support their music.
According to Ras Kuuku, the practice has existed in the industry for many years and should not automatically be viewed in a negative light.
He explained that when an artiste releases a new song, it is natural to appreciate a DJ or presenter who goes the extra mile to promote the record, even if the individual is already being paid by their employer.
In his view, such gestures recognise the time, effort and commitment media practitioners invest in helping songs reach a wider audience.
Ras Kuuku’s remarks have revived discussions about payola, a long-standing issue in Ghana’s entertainment industry. While some believe the practice amounts to an unfair advantage for artistes with greater financial resources, others argue that DJs and presenters deserve recognition for the role they play in promoting music.
The artiste maintained that his understanding of payola is rooted in appreciation rather than bribery, saying the intention is to acknowledge those who contribute to an artiste’s success.
His comments come days after he shared his views on the financial challenges facing Ghanaian musicians in the era of music streaming, arguing that digital platforms have reduced artists’ earnings.
