Ghanaian dancehall artiste, Shatta Wale, has criticised government and players in the creative arts sector for what he describes as a lack of understanding and appreciation for the work of content creators.
In a post on X, May 3 Shatta Wale lamented the disregard that content producers receive from the very institutions that are supposed to promote the arts.
“I don’t think the creative arts industry in Ghana and even Ghana government truly understands who content creators are,” he wrote.
The ‘On God’ hitmaker believes content creation is a full-time career, a business, and a lifeline for many, rather than just a some random job that it has been perceived to be.
He referenced some content creators who toil diligently in the background, frequently with little to no assistance in their work.
“These individuals have chosen this path, sacrificing their time, investing in equipment, building teams, and creating platforms from scratch. It’s not just a hustle; it’s a serious business,” he stated.
The “dancehall king” further explained the connection between content creation and the broader entertainment ecosystem, emphasising that the two cannot be separated.
“We need to understand that entertainment and content creation go hand in hand, and with the right support, these platforms can grow and contribute massively to the industry,” he explained.
Shatta Wale criticized the prevalent misconception that YouTubers and other digital creators are just “making money from YouTube” without any effort, strategy and consistency.
“Please don’t say they’re ‘making money from YouTube’ like it’s some overnight success. The education and discipline required to build on YouTube is far deeper than what you’ve been told. It’s not easy, my guy,” he stated.
Shatta Wale further revealed plans to spotlight and uplift content creators through personal interviews.
