EDDIE BLAY 24 10 2015
When it comes to talent, the ladies have certainly evened the odds in this male-dominated music industry. Even if there are still only a handful of female artistes becoming stars, the talent they bring to the table is sometimes unmatched by the guys. Artistes like Adina have voices that have the ‘wow factor’. Setting the benchmark for how talented you have to be as a female singer in Ghana must be a daunting task, yet she seems to be handling it pretty well. I caught up with her on the set for her new video to find out more.
What have you been up to recently?
Adina: I have been shooting a few videos and working on promos for the songs I recently released. I’m also preparing for some shows I have lined up during the upcoming holiday season. I’m just staying busy, and having a blast as I work.
You’re currently shooting the video for ‘Coastal Vibes’ featuring Trigmatic. How’s that going?
Adina: It’s fantastic! Trig has been great! Recording the song itself was pretty quick though. It all happened so fast. He’s a great talent, and I’m happy that the fans love the track so much. The response was massive, and they’ve made the song a success. The video is being shot and directed by the legendary Abraham Ohene-Djan of OM Studios. I’m really excited about it and it’s looking very good so far. I can’t wait for the fans to see the final product.
Your music has evolved over the years. How much work have you put into reaching the point you’re now at?
Adina: A lot of work!! As an artiste, you need to constantly upgrade yourself and your product. I keep polishing all the different sides of my work. It’s not just about writing music. There are so many other dynamics involved when it comes to being a successful recording artiste.
How would you describe your genre of music?
Adina: I call myself an Afro-pop artiste and a soul singer. I always try to touch on other genres of music in my work. I like to think outside the box as much as I can, but mainly maintain an Afro-pop identity.
Do you think it’s important for artistes to experiment with other genre of music that they might not be known for?
Adina: Absolutely! Obviously they would have to be comfortable, and even ‘good’ at it. Most times, artistes carve out a niche for themselves with the genre of music they do. It’s good to broaden your scope and not limit yourself too much.
There are quite a lot of ladies entering the music industry lately. It must feel good to be part of the ‘female revolution’ if you will.
Adina: Oh yeah it is. There are so many young, talented, women coming up. It’s fantastic. The industry has been dominated by men for so long. It’s time for some girl power! (laughs) Truthfully, there have always been amazing singers out here, but getting that push they needed was close to impossible. These days, the ladies are not waiting for that push. They are taking control of their careers. Social media has also helped a lot. It’s made the marketing and distribution much easier. You don’t need all the other factors that we used to rely on in the past as much anymore.
As a ‘new school’ artiste, let me ask you, what would you do without social media?
Adina: I would do a lot more radio, and print. A lot more interviews like this! (laughs) I still do a lot of mainstream marketing that doesn’t involve social media. I believe artistes should go all out with marketing.
Is being a female artiste these days an advantage or a challenge?
Adina: I don’t think it’s an advantage. If you’re a man, and you put yourself together really well, you’ll get a lot of female following. If the women buy into your brand, you have a higher chance of success. There was a time when it was an advantage because there weren’t that many in the spotlight. But now it’s not a novelty anymore.
Many successful female artistes have been branded as ‘divas’. What does the word mean to you, and would you consider yourself one?
Adina: I think a diva is a female performer that is really successful and has reached a really high point of her career. I’m still pushing to get to that level, but I’m not there yet. In my own world, I’m there already! (laughs) There is the ‘negative’ definition of the word diva used to describe someone who is spoiled or ‘a brat’. I think I’ve been through too much in my life to be that. Too much has happened to me in my career that has taught me so much. These things have helped to keep me grounded.
What has been the biggest challenge of your career so far?
Adina: I guess it’s been fine-tuning my brand and developing the right formula to use. I started a while back and I’ve been fine-tuning and tweaking everything. I think I’ve finally got it locked down.
What’s next for you?
Adina: Well, I’m finally getting around to finishing the album. It’s been a lot of work, but we’re almost there. It should be out a few months. I have a few more singles to release before then. A big part of being a recording artiste is doing a lot of promo and media work. I’m looking forward to having a great Christmas. It’s a busy time for artistes and it looks like it’s going to be awesome.
What advice would you give to ladies reading this, who want to have a career in music?
Adina: If you believe in your work, don’t stop. All it takes is a split of second for your big break to happen. You’ll be surprised at how quickly it can happen. You might be at the right place at the right time, or even receive the right phone call, and your entire life could change. Life is also about taking chances, so don’t be afraid to go for it.
A message to your fans?
Adina: Thank you guys so much!I love you all! The video for ‘Coastal Vibes’ is going to blow you away, and I look forward to seeing you at all my shows coming up.