Ras Kuuku Defends ‘Payola’, Says It’s Appreciation

Ghanaian reggae musician Kojo Kurankye, popularly known as Ras Kuuku, has defended the practice of “payola” in the music industry, saying it should be seen as a way of appreciating DJs and media personalities who help promote musicians and their songs.

Speaking in an interview on Hitz FM, Ras Kuuku said many people misunderstand the idea of payola because they do not fully understand the relationship that often exists between artistes and media professionals. He explained that DJs, presenters and other media personalities invest their time, effort and resources in helping songs reach a wider audience, making them an important part of an artiste’s success.

“Payola has been there from way back and it’s still there. People call it payola, but me sitting down, l’ve got to know that it’s a kind of appreciation,” Ras Kuuku said.

According to the musician, many artistes develop close working relationships with people in the media who consistently support their careers. He believes it is normal for musicians to show appreciation to such individuals whenever they release new songs, even if those media personalities are already paid by their employers.

He argued that these gestures should not always be viewed negatively because they often reflect the respect and friendship that have been built over time between artistes and those who help promote their music.

“Every artiste has somebody in their industry with whom he or she loves. So definitely when you’re coming out with a song and then you take the person to play for you, even though he’s been paid over there, for your song to be played very well, at least you give the person something so that he can also enjoy what he’s coming to do,” he stated.

Ras Kuuku also shared his views on the growing use of artificial intelligence (AI) in the music industry. He acknowledged that AI is becoming an important tool in many fields and admitted that he uses it in some areas of his work. However, he said he was surprised to learn that AI could also be used to write songs.

The reggae artiste explained that many of his biggest songs were written long before AI became widely available. Because of this, he believes his songwriting ability remains stronger than what artificial intelligence can produce.

“Al is being used in so many fields, and I can’t say I don’t use it in some of the things I do. But musically, I didn’t even know Al could write songs. ‘Adie3 Bekye’ and many of my best songs came before Al. When I compare myself with Al, l’ve realised I’m a better songwriter than Al,” he said.

While opinions remain divided on both issues, the award-winning musician believes appreciation for industry supporters and human creativity will continue to play an important role in the success of musicians.