Renowned Ghanaian music producer Edward Nana Poku Osei, popularly known as Hammer, recently shared insights into the challenges faced by African rappers using vernacular languages.
In an interview on Joy FM’s Showbiz A-Z with Kwame Dadzie, Hammer pointed out that while music can transcend language barriers through its melodies, rap presents a unique challenge.
Unlike songs that can resonate globally regardless of language, rap heavily relies on lyrical content and rhythm, making it more difficult for vernacular rap to gain international traction.
Hammer illustrated this with examples, highlighting how songs like “Zibote” succeed on the strength of their melodies despite the language barrier.
He emphasized that melodic or “sing-song” styles tend to have a broader appeal beyond linguistic confines, noting the success of artists like Asake who sing in Yoruba.
Regarding Sarkodie, Hammer noted the rapper’s strategic shift towards incorporating more English in his music, particularly evident on the “No Pressure” album.
This adaptation, Hammer suggested, reflects a conscious effort to enhance Sarkodie’s accessibility and appeal to a wider global audience.
By adapting their linguistic approach, Hammer believes African rappers can navigate the complexities of international recognition while staying true to their cultural roots.
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