Vasti Jackson, a renowned international guitarist has boldly call-out propounders of music streaming technology saying that, contrary to popular narratives that online distribution of creative materials is the new business of the new world, it does not make business sense to stream materials online as creators.
Speaking at the second edition of the Beyond The Return Conversations series organized by the Ghana Tourism Authority, under the theme “business of music”, Vasti made bold observations that, the culture of streaming rather killed the business of music.
This goes to confirm a statement by music entertainment journalist and board member of 3 Music Awards, Kelly Nii Lartey Mensah who also made similar suggestions for the industry to support hardware sales because online streaming bring little profit compared to previous CD purchases.
“You think you are making hits with streaming numbers but you are not making money.” Vasti said on how the streaming platforms and aggregators take the chunk of money and give peanuts to the artistes when it comes to streaming.
It can be deduced that the impression created with news of artistes making strides with streaming numbers doesn’t impress the legendary guitarist.About The Beyond The Return Conversations
The Business of Music is a masterclass organized by the Ghana Tourism Authority, the Creative Council, Beyond the Return secretariat and The Bridge Zone – all under the auspices of the Ministry of Tourism, Arts & Culture.
The major topic for speakers was, ‘Finding Innovative Ways to Market Ghanaian Music to the Rest of The World’,. Speakers at the forum came from varied fields of the arts including; Malcom Xavier, Coriya Burns, Dontae Winslow, Glyn Aikins and Mark Okraku Mantey.
Vasti Jackson also talked about how streaming has affected music production.
“Streaming has devalued music,” he advised.
“Spend time to develop your craft than something you don’t develop,” he stated.
Vasti Jackson is guitarist, singer, songwriter and record producer. His album, ‘The Soul of Jimmie Rodgers’ won the Best Traditional Blues Album category at the 59th Grammys.