Ghanaian musician Bill Gucci is calling for improved professionalism and stronger business practices among artistes in the Upper East Region, saying poor work ethic and lack of structure are holding many back.
In an interview on Dreamz FM’s “Breakfast Today” with James Nana Tsiquaye, Gucci said talent alone is not enough to succeed in today’s music industry.
“You can do good music, but it won’t go anywhere without proper promotion,” he said. “Music is a business. Treat investors like investors, not people who are helping you.”
He said some artistes fail to attract or retain investment due to what he described as unprofessional attitudes, including lack of consistency and poor commitment to promotion.
“I’ve linked some artistes to people who can help, but the feedback is that they are not serious,” he said.
Gucci emphasized that success in the industry requires treating music as a full-time job, adding that he personally dedicates most of his time to production, branding and promotion.
“I promote my music more than any promoter would,” he said.
He also highlighted the shift toward digital distribution, criticizing what he described as outdated practices in the region.
“Some are still doing music like it’s 2005, recording, burning CDs and selling. That’s not how it works anymore,” he said. “You need to be on digital platforms and create content that drives streaming.”
Gucci added that lifestyle and branding play a major role in audience connection, noting that listeners are more likely to relate to artistes whose music reflects their real lives.
He called on artistes to adopt stronger work ethics and embrace modern industry trends, saying change must come from within.
“You can’t do anything for them,” he said. “They have to change their attitude themselves.”
The artiste declined to comment on local award schemes but maintained that his focus remains on expanding his brand and music career.
