Ghanaian music heavyweight Stonebwoy is pushing back against claims that African artistes owe their global breakthroughs to major record label affiliations.
In a recent interview on Asempa FM, the multiple award-winning reggae/dancehall star argued that the growing influence of African music worldwide—especially that of Nigerian acts—has less to do with big label connections and more to do with strategic funding and grassroots efforts.
“People love to think success means being signed to a big international label,” Stonebwoy said. “But success is built on investment, consistency, and the right business structure—not just a label name.”
He highlighted the fact that many African artistes rise through independent means, fueled by strong homegrown support systems and financial backing from private investors or self-funding, rather than relying on traditional record deals.
“Labels offer different kinds of deals. Some are just licensing. Some are 360 contracts where the label handles everything—but even those don’t guarantee an artiste will blow globally,” he noted.
Stonebwoy also raised concerns about the misconception that major U.S. labels actively scout African talent for development. In his view, the real momentum behind African music’s global penetration comes from local initiatives, hard work, and a better understanding of international markets by the artistes themselves.
“Our Nigerian brothers are succeeding because they put in the work and have people who believe in them financially. It’s not always about being part of a massive label. It’s about the team, the vision, and the drive,” he added.
Stonebwoy’s comments add to an ongoing industry conversation about the role of independence, entrepreneurship, and African innovation in shaping the global success stories of today’s top African musicians.
