Ever sat and drawn the similarities and differences in rapper, Sarkodie and dancehall artiste, Shatta Wale?
Well, Selorm Branttie, lawyer and member of policy think tank, IMANI Ghana, has penned down a lengthy, thought provoking, ballistic bombshell that seeks to suggest that Sarkodie is miles ahead of the self-acclaimed dancehall king regarding class.
While admitting that both artistes have the same numbers and musical appeal, Mr Branttie distinguished the two noting that Shatta Wale has failed to add value to himself.
“With his lyrics are punchlines that make you laugh and also give edgy phrases. However, he fails to translate that appeal into the special X factor: Added value. For all that it is worth, he is a tornado, coming with blistering force, but leaving havoc in his wake. As a brand, the attrition he creates makes him look like a rebel, but they do not extend his desirability beyond a certain phase,” a portion of his Facebook post read.
Mr. Branttie decried the shear recklessness of fans of Shatta Wale when they took to destroying billboards of Vodafone in protest of the disqualification of the artiste from the 2016 Vodafone Ghana Music Awards and his subsequent silence on the matter.
“A ghetto-oriented fanbase is a horrible business choice. They won’t pay for your music, and most of such people can’t pay for the bigger shows… What with SM4LYF fans destroying Vodafone’s fixtures in town, and his silence on the matter, is his destruction,” he noted.
Here is Selorm Branttie’s full post:
In similar vein to what I posted earlier on today, let’s discuss two brands that EVERYONE in Ghana is very familiar with:
Brand A: Sarkodie, aka SARKNATION
Brand B: Shatta Wale, aka SM4LYF, Shatta Movement.
Arguably, regarding numbers and musical appeal, they are 50/50.
Sark has gained momentum for almost nine years of consistent new and refreshing tracks and rhythms. He has also veered into different areas, with a clothes line, businesses and other ventures.
Shatta has been in the game for long and rebranded to create a whole new interest in a popular genre, identifying with an appeal to those who believe they are downtrodden and live the “ghetto” life.
Similarities:
Both started from the bottom. In similar circumstances, doing gigs at school parties. Now they can fill up a stadium.
Differences:
One of them thinks about a way bigger picture. One of them has created an image of chronological positivity, reflecting in his lyrics, style, quality of videos and imagery. From the clothes to the style, from the associations with other musicians to his management of events and appearances, there is a continuum of appeal, growth and possibility. Even when you think he has gone dry, he comes up with lines, lyrics and phrases that reflect the situation on the ground, using what is typically very Ghanaian and making it very international.
In East African bars and clubs, his lyrics, though not understood, pound the audience as they swing to the style and beats of West Africa. This puts a smile on anyone from Ghana as they observe the influence of this star on stage, with the versatility of his approach and its universal nature appealing to all.
One on the other hand, sees a picture: His reflection in the mirror. The world needs him, he does not need the world, as he thinks. With that impression, he never diverts from the style of the people that are his base fans.
With his lyrics are punchlines that make you laugh and also give edgy phrases. However, he fails to translate that appeal into the special X factor: Added value. For all that it is worth, he is a tornado, coming with blistering force, but leaving havoc in his wake. As a brand, the attrition he creates makes him look like a rebel, but they do not extend his desirability beyond a certain phase.
He might not care, but he needs to.
We live in a world where brands converge and synergize. One brand can create you, another will join to sustain you, and a third will consolidate your existence at times when your talent or appeal is in hiatus. Thats why David Beckham is still sought after even though he was just a slightly above average footballer.
What SM4LYF forgets is that brands are large and powerful, and they open doors. Brands like vodafone are international, and with that appeal, they serve as a bridge across many borders and increase your appeal.
A ghetto oriented fanbase is a horrible business choice. They wont pay for your music, and most of such people cant pay for the bigger shows. It will evidently reflect in the kind of videos shot, and the kinds of production that can be afforded by their team. It doesnt help when for example vodafone needs to collaborate with other brands for events and shows: Revenue will be lost because of that attrition. The Shatta brand and its rhythms will eventually be the loser.
However, by transcending different population types, and looking beyond the borders of Ghana, you offer yourself as a positive business case, and in Sark’s case capable of speaking in hallowed educational grounds that most Africans, even Presidents will dream of speaking.
Now, if you learn to wash your hands well, you eat with kings, thats what the elders say. You can also look in the mirror and admire yourself till the world passes you by.
Its a choice. What with SM4LYF fans destroying vodafone fixtures in town, and his silence on the matter, is his own destruction.
It will be evident from now who is more respected. Value and reputation are far more expensive than money. Any fool can get money. Class is earned, and class keeps the money in place, because your class would pay for some of your luxuries.
Whatever brand you build, always note that whether you like it or not, you become an ambassador.
Will you be a respected icon?
If you treat your brand with respect, other brands will respect you. Brand respect is contagious, thats why from the Ghetto to the White House, everyone will clean a Bentley or a Rolls Royce.
PS: Anyone who has watched the movie Straight Outta Compton should offer it to Shatta Wale. Even the most Gangsta of them, who were the first to say F*CK THE POLICE, eventually have become moguls with respect. Examples abound:
Dr Dre: ( I am sure Shatta has Beats Headphones)
Ice Cube: Cube Visions, very good movies too!
Ice T was way more Gangsta: Today he is a cast member on CSI (can you believe that?)
Oh and of course, if you followed WU TANG: There was ODB. Where did he end up?
Source: abrantepa.com
