“The Media Has The Power To Change The Consumption Pattern”-Knii Lantey Says

Ghanaian musician, Knii Lantey has stated that the Ghanaian media landscape has the power to control and change the consumption patterns in Ghana with regard to music.

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Speaking in an interview on Accra-based Asaase Radio with Elvis Crystal, the Reggae artist lamented why Reggae music has been depreciating in recent times.

According to him, he believes the media, that includes DJs, presenters and others possess the power to change the consumption pattern by continuously playing Reggae songs on air.

“The space for reggae music on the airwaves; radio and TV are too small. I mean some years back in the morning, you’ll open the radio every Saturday morning and you’ll be hearing reggae on most channels. … but these days, you hardly hear reggae being played” he said.

Stereotyping of reggae music and reggae singers, according to Knii Lante, is another element contributing to the genre’s decline. It, he claims, scares away investors.

“The stereotyping of reggae music and reggae musicians with everybody thinking a reggae musician is a rebel and smoke weeds, that hurts us a lot. Driving potential investors away,” he lamented.

Knii Lantey is simply of the view that the Ghanaian gatekeepers have the power to regulate and change what music lovers consume.

“If the gatekeepers, the media houses and DJs decide to give one hour to Ghanaian jazz, there will be a lot of Ghanaian jazz musicians after a year. The DJs and the media houses have the power to change consumption patterns,” Knii Lante noted.