Written by: Allen Kwasi Adjei Daniels

Reggae dancehall has always played a major role within the Ghanaian music landscape, with favorite music icons leading the charge as the once domineering genre across the world took a nose dive in recent years. 

Popular dancehall artist and once a Shatta movement militant with viral hits under his belt,  Jafaro Mohammed popularly known as Addi Self has become a blazing trail and a household name within the Ghanaian music and Reggae dancehall fraternity despite experiencing heart aching setbacks in his artistic journey. From featuring in hit tracks such as “Taking over”, “Forgetti” to owning a discography that continues to top charts with releases such as Camela under his 2022 mixtape “Slum to Hills” garnering positive feedback among music fans.

In an exclusive interview with the Unruly dancehall general, we delve into his struggles, artistic journey and upcoming projects he has in stock for us. 

 

Highvibes: Top of the day to you Addi self! Considering how busy your schedule is, it’s an honor to catch you at this time for this tête-à-tête. How has the year 2024 so far been for you and the Reggae dancehall scene in Ghana and across the world. 

Addi self: It’s a pleasure to catch up by this time of the year especially in the middle of dropping my latest album so far. 2024 has been a fruitful one and the dancehall scene is getting more recognition internationally which is very important to artists like Addi self.

 

Highvibes: Judging from how many music releases we have had from you this year, is it safe to say this year has been exceptional for you since you became independent? 

Addi self: I would like to say I enjoy this independent journey until something makes me feel better off it but for now I enjoy every bit of being independent, being able to release songs anytime I like is a major accomplishment for me.

 

IMAGE: ADDI SELF

Highvibes: Considering how things turned out with your previous label and where you currently are now, would you say you regret any decisions you made in the past or would have been differently today? 

Addi self: I wouldn’t call it regret but I appreciate all the lessons I learnt back then because no university can actually give you that type of experience.

 

Highvibes: Are you still open to joining any music record label or you think being independent is much better? 

Addi self: I am very open to work with other labels or business entities, it only depends on how the deal sounds, once I read and understand the contract and know it favors my brand, why not ! 

 

Highvibes: Tell us about your project releases this year and how positive has the feedback from fans been? 

Addi self: I have been locked in working on my 20 track album which is my main focus in 2024 , and so far so good with the amount of singles I have dropped I am happy with the reception, my fan base is always growing digitally after every release.

 

 Highvibes: a section of music fans say ever since the Militant split, it appears you have been the most talented and consistent artist from your former camp. How do you feel about sentiments like these from music fans? 

Addi self: I always believed in one thing from Militant days till date is that hard work pays and I believe it’s the work I put it that makes people differentiate myself and others , It is evident.

 

Highvibes: Are you still open to any collabs with your former label mates or ex boss Shatta wale? 

Addi self: Yes I will always be happy to make music with my Former label members or our ex boss remember shatta wale use to be my teacher in the music industry and it has always been great when we are all in the studio together we create magical music effortlessly, so making music together is always fun 🤩 

 

Highvibes: Your recent interview with Joy prime highlights certain differences between you and your ex boss about controversies related to Kweku Smoke. Does this mean you are on good terms with Kweku smoke and is there a likely collaboration between you two? 

 

IMAGE: ADDI SELF 

Addi self: I have not met or seen Kweku Smoke ever since that moments , making music is possible with every artist that I connect with naturally so it could happen because I am open to working with anybody at all that’s ready to work with me Vice versa.

 

Highvibes: You have had an amazing run with music releases this year, are we to look forward to more upcoming projects before the year ends ? 

Addi self: Yeah Zongoronto Album drops in November before this year ends I also have my own concerns zongo to the work concert which is going to make the end of my year would be a great experience.

 

Highvibes: Reggae dancehall has always thrived on features across different genres, do you have any artists across different genres you intend to collaborate with? 

Addi self: I always wanted to feature burna boy because I feel like our sound will make sense and great impact to the world together.

 

Highvibes: what’s your opinion about the growth of Ghana music in recent years. Do you think we are on the right path? 

Addi self; I think the Ghanaian music industry  needs love , just like a plant needs watering. As time goes on we will get there , of course I feel like the Ghanaian music industry is on the right path.

 

Highvibes: Any events for the ghetto youth this December from your camp to look out for? And how is your impact helping to shape up these youths who look up to you? 

Addi self: Yes Zongo To The World Concert which helps the youth of my hood to have a platform to showcase their Talents and also discover themselves because I realize we have a lot of talented artists but mostly lack the platforms to perform and showcase what they got.

 

Highvibes: Finally, what advice would you give an upcoming dancehall artist based on your own experiences?

Addi self: Stay Vigilant , don’t be too naive and also take people’s actions more seriously than their words and make sure you work harder. Write write, write and perfect your craft every other thing will follow

IMAGE: 2023 CONCERT/ADDI SELF

Marketing a new release on a $0 budget can be highly effective with the right strategies. Here’s a streamlined approach to promote your release without spending money:

1. Social Media Savvy
-Create a Content Calendar: Plan and schedule posts about your release across platforms like Instagram, Twitter, Facebook, LinkedIn, and TikTok.
- Use Visuals: Share eye-catching images, teasers, and short videos to engage your audience.
- Engage Your Audience: Reply to comments, ask questions, and encourage user-generated content (e.g., reviews, shares).

2. Leverage Your Existing Network
- Email Campaigns: Use free tools like Mailchimp (for up to 500 subscribers) to send announcements and updates.
- Personal Outreach: Ask friends, family, and colleagues to help spread the word.

3. Tap Into Online Communities
- Join Relevant Groups: Participate in forums and Facebook groups related to your niche. Share your release where appropriate and engage in discussions.
- Reddit: Post in relevant subreddits and contribute to discussions, subtly mentioning your release if it fits the context.

4. Content Creation
- Blogging: Write posts about your release or related topics on your own blog or on platforms like Medium.
- Videos: Create and upload videos on YouTube or TikTok related to your release, such as tutorials, behind-the-scenes looks, or announcements.

 

 5. Collaborations and Partnerships
- Influencers and Bloggers: Reach out to influencers or bloggers who might be interested in your release. Offer them free samples or early access in exchange for a review or mention.
- Cross-Promotions: Partner with others in your niche for mutual promotion. Share each other's content and announcements.

6. DIY Public Relations
- Press Releases: Write a compelling press release and distribute it through free press release sites like PRLog.
- Local Media: Contact local newspapers, radio stations, or community websites to see if they would feature your release.

7. Optimize Your Online Presence
- SEO: Optimize your website or blog content for relevant keywords to improve search engine rankings.
- Landing Pages: Create a dedicated landing page for your release with clear information and calls-to-action.

8. Free Tools and Resources
- Graphic Design: Use free tools like Canva to create promotional graphics.
- Analytics: Track engagement and performance with free analytics tools available on social media platforms and Google Analytics.

9. Virtual Events
- Live Streams: Host a live stream event on platforms like Instagram Live, Facebook Live, or YouTube to engage with your audience and promote your release.
- Webinars: Organize a free webinar or virtual launch party to showcase your release.

10. Engage with Reviews and Feedback
- Encourage Reviews: Ask users to leave reviews or testimonials that you can share.
- Share User-Generated Content: Highlight and share content created by your audience related to your release.

By focusing on these low-cost strategies and using your creativity, you can effectively market your new release and build momentum without spending money.

Apple Music has made some updates to its delivery requirements for artists and labels. These updates generally focus on ensuring higher quality and more consistent and quality metadata from music distributors in a bid to enhance the consumer experience for listeners. Here’s a summary of the key updates:

Metadata Accuracy: Accurate and complete metadata is crucial. Ensure that all details, such as artist names, track titles, and album information, are correct and standardized. Apple Music uses this metadata for cataloging and search functionality. Additionally, Highvibes requires as part of the new Apple distribution policy that artists and releases have at least one role dedicated to each of the following contributor groups:

-Writers: Lyricists, Arranger, composers, etc…

-Performers- solo performing artists and band members.

-Producers & Engineering- Mixing and mastering Engineers, Recording Engineers, etc…

NB: Kindly note that these updates will be implemented in the coming months and Highvibes users are expected to familiarise themselves with these updates and policies until the full policy rollout has been updated. This move seeks to improve the user quality of the streaming platform and boost “contributor” credibility and recognition on Apple Music.

Audio Quality: Apple Music continues to emphasize high-quality audio. They recommend delivering tracks in lossless formats, such as ALAC (Apple Lossless Audio Codec), to maintain the best sound quality.

 Cover Art: The required dimensions for cover art are typically 3000 x 3000 pixels, and it must be in JPEG or PNG format. The image should be high resolution and free from text or logos that aren’t part of the original artwork.

 Audio File Naming: Properly name your audio files to match the metadata. Apple Music’s system uses this information to avoid mismatches and ensure correct playback.

Content Restrictions: Make sure that your content adheres to Apple Music's guidelines regarding explicit content, copyright issues, and other content policies.

Submission Deadlines: Allow sufficient time for Apple Music to process and review your submission. It’s usually recommended to submit at least a few weeks before your planned release date to avoid any potential delays.

It is noteworthy, previous releases prior to this new update are not compulsory to be adjusted, however the option to apply and edit these new updates are allowed.

For the most up-to-date and detailed requirements, it's a good idea to check Apple Music for Artists or consult with your music distributor (Highvibes), as they can provide specific guidance based on the latest updates and any changes in policy.

 

New Stream Manipulation Policy

Apple has introduced a new policy in response to stream manipulation (i.e. the artificial inflation of stream counts) on Apple Music. 

The policy introduces a financial adjustment system penalising artists who deliver content that hits certain stream manipulation thresholds. Please note that any streams that Apple identifies as resulting from artificial activity/manipulation (“Artificial Streams”) are already removed from royalty reporting and therefore do not generate any royalty payment in any event.

More updates as to how this works will be provided.

In today's era of immediate music access and prioritized playlisting, despite the dominance of streaming and on-demand songs, having your music broadcasted on radio remains one of the most impactful methods to reach a wide audience.

Securing airplay for your tracks can significantly influence your career and is crucial to a successful music release strategy. Approaching radio stations strategically is essential to maximize your chances of getting on the airwaves. Securing airplay can be challenging, so patience is key. Ensure your tracks are polished and be prepared for the possibility of not achieving immediate results.

 

 

Know who to approach

When reaching out to radio stations, it's important to identify the appropriate contacts.

For larger stations, locate the contact information for the individual responsible for selecting music, whether it's a DJ, producer, program director, or music director. Smaller stations may have fewer staff members, so a general contact email might suffice.

Check the station's website or social media for the contact details you need, or simply call and ask for the producer's information (they might provide it, so it's worth trying!).

Be aware that some stations only accept submissions from specific sources or in a particular format, so research their requirements before submitting anything.

 

 

Understand the process for submitting your music

Have you identified the decision-makers at the stations you're targeting but can't find clear submission instructions?
 

 

The most common way to approach radio stations, press publications, and blogs is by creating an electronic press kit, writing a music press release, or sending a one-sheet that includes links to 1-3 of your best tracks. Your email or press pack should stand out and capture attention. Clearly name your tracks and avoid sending mp3 files; instead, include links to your songs.

Although some people still prefer sending physical copies of their music to radio stations, this practice is becoming increasingly rare. DJs and stations typically receive most submissions and demos in digital format.

 

 

Target the right stations

Don't expect immediate airplay on major national stations. Radio airplay is highly competitive, with hundreds or even thousands of artists in the same situation as you.
 

But it's ok to start small. There are plenty of independent, student and internet radio stations accepting submissions from up and coming bands and artists.

 

Here are some of our top picks:

- Hitz FM (GH)

- Yfm (GH)

- Adom FM (GH)

- Joy FM (GH)

- Cool FM (NG)

- Beat FM (NG)

- Soundcity Radio Network (NG)

- iHeart Radio (US)

 

These smaller stations receive fewer submissions, giving you a better chance of getting airplay early in your career.

Reaching out to genre-specific stations is also a smart strategy. If you're an up-and-coming rapper, send your track to a hip-hop broadcaster. If you play thrash metal, contact stations that frequently feature your music style.

 

 

Take your online presence into account

Establishing a robust social media presence and enhancing online visibility for your music can significantly influence your chances of securing radio play opportunities.

In many cases, A&Rs may overlook songs from artists who are not active on major social media platforms or have minimal followings. This criterion, though seemingly harsh, often holds merit.
 

 

With so much competition for radio play, there must be some criteria for deciding who gets airtime. If a DJ likes two songs equally but can only choose one, they'll likely pick the artist who has invested time and effort into building an online following over one who has neglected social media.

Moreover, social media is essential to any music promotion strategy. Demonstrate to radio hosts and DJs that you're committed to getting your music heard, both on and off the radio.

Discover the best music social media marketing strategies to enhance your online presence!

 

 

Create a buzz

Ultimately, the most effective (though challenging) way to secure radio airplay is to organically generate hype around your music, build a loyal fan base, and compel radio stations to take notice.

There’s no surefire formula for creating buzz around your band. Get out there, play live frequently, connect with your fans and the music industry, release your music on Spotify and other platforms, and most importantly, make great music!
 

 

Employ a radio plugger

If you create great music but are having trouble getting the radio airplay you deserve, it might be time to hire a radio plugger.
 

 

Getting your songs on the radio isn't easy. Ensure you're targeting stations appropriate for your music and career stage.

Be realistic, persistent, and focus on creating music that will capture the attention of influencers and radio stations. Good luck!