Ghanaian singer Efe Keyz has expressed a strong loss of confidence in record labels, citing a pattern of artistes being abandoned midway through their careers.
Speaking in a recent interview on Hitz FM, the songstress emphasized the need for a more structured and professional approach to artiste management—one that treats the music, the brand, and the artiste as strategic products, not just tools for hype.
“At this time in Ghana, I don’t believe in record labels,” she stated firmly. “A lot of them have left musicians hanging. There’s the tendency for dissatisfaction, and when you try to move on, it causes rifts.”
Over the years, Efe Keyz says she has gained valuable insight into the business side of the music industry, revealing that she often had to take on roles typically handled by record labels.
“After a while, I realized I was the one doing all the work—the one bringing up the ideas, the one running around. Then I told myself, I don’t need you,” she explained.
According to her, most local record labels lack the long-term vision and marketing skills necessary to properly promote an artiste’s work.
“I would prefer a good management team to a record label. A company manager who sees the artiste, the brand, or even a song as a product will understand that it needs to be marketed—not just clout-chased,” she said.
While acknowledging the difficulties of going independent, Efe Keyz believes artistes must start viewing their careers through a business lens if they hope to succeed in today’s competitive music industry.
