Award-winning Ghanaian music video director Awudu Musa popularly known as Babs Direction has voiced his thoughts on why the Ghana music industry is continuously losing strength, and numbers.

Taking to his X (formerly Twitter) handle on September 3, Babs Direction asserted that many Ghanaian artistes fail to invest in their craft and don’t even bother to promote themselves.

He stated playing 80% of Ghanaian music on the airwaves would not solve the problems in the music industry. He added that these artistes would prefer to spend their money on women and drinks than on their craft and themselves.

“Playing 80% Ghanaian songs won’t change the fact that some of our artists hate investing and promotion and act very cheaply. They love to spend on women and drinks. The same women don’t even subscribe to their music,” he posted.

Playing 80% Ghanaian songs won't change the fact that some of our artists hate investing and promotion and act very cheaply. They love to spend on women and drinks. The same women don't even subscribe to their music.

— Babs Direction (@babs_direction) September 3, 2023

His tweet comes in response to calls for more support from the media. Many stakeholders pushed for the playing majority of Ghanaian songs by media houses to help boost support.