Sadiq has declared that a million streams on music platforms is not the mark of success for an artist.

The Chief Executive Officer (CEO) of 3Music Awards said this to remind promising talents to be more proactive towards establishing their respective brands.

He labelled the celebration of a million streams by Ghanaian artistes as sub-standard, as he further urged them to pursue more than a million streams with more effective strategies.

Sadiq blasted the artistes that claim that they can not achieve more than a million streams because of the population of Ghana.

According to him, the internet is wide and massive, therefore Ghana should not be the only target.

“Talents need to go beyond the celebration of “1million streaming wins” every now and then. It’s sub-standard now. Our boys can get those crazy numbers in the period they want. They need to activate it and pursue it with some deliberate and superior strategy. The excuses about fewer population numbers don’t cut anymore. Lot of case studies to back this,” he said.

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Per his words, if the artistes in Ghana do not search out better ways to trend online, the status that Ghanaians have achieved in the music scene might soon start to dwindle.

“The promotional effort should be as kickass and superior as the process of creating the product. Put in the extra work guys. The past few months and the music your primary market and it’s extensions into the diaspora is listening to is as a result of a deliberate and superior effort by those who are earning the plays to get it. I know it first hand. Let’s all put in some extra work in 2021."

That truly global win is within reach. Lot of developments and global organizations looking into the market and interested with some notable ones looking to launch in 2021. But if we don’t do better and continue to work at this rate, we won’t be able to effectively take advantage of it to deliver value to ourselves and the ecosystem."

"Conversations in the past few hours with Ricky Tenneson, Deejay Ashmen and Antoine Mensah inspired this,” Sadiq concluded.