Stonebwoy: Fans are loving new album’s passion and energy

For the latest in our periodic catch-up, usually conducted during significant milestones, I waylay the man at the offices of Boomplay Ghana in Accra where he has come to be inducted into the streaming service’s Golden Club after surpassing 100 million streams.

Stonebwoy was the pioneering major artist to join Boomplay when the service launched in Ghana back in 2018. For the first three years, he held the top position as the most streamed artist on the platform, and the latest milestone places him among the elite ranks of a handful of African acts to transcend that number. In December last year, the BET winner received a similar honour from Audiomack.

Today, the Def Jam signee wears predominantly black. His large T-shirt bears the title of his new album in white ink. His style includes shorts that, when he sits, pull back to reveal a scar on his right knee, believed to be the mark of a motor accident that happened more than two decades ago. On his feet are high-top sneakers.

As I extend my hand for a handshake, expecting a reserved response, I am pleasantly surprised when the man greets me with a warm smile and pulls me into a hug, like а long-lost friend. Any initial misunderstandings dissipate and we settle into a comfortable conversation about his latest album.

Throughout the interview, Stonebwoy remains true to himself – a stubborn optimist who barely breaks composure as he answers my questions, holding my phone close to his mouth for 100% clarity. Whatever my misgivings on 5th Dimension are, Stonebwoy is revelling in the success of the project, which is garnering expected chart success.

I inquire about what he makes of the album’s good performance. He lights up with delight, describing the work as a major triumph; he takes pride in the songs that have not only captivated local audiences but also gained recognition on the global stage. The songs, he says, are fiercely competing with each other on popular DSPs like iTunes, Boomplay and YouTube where video for ‘Into The Future’ is approaching 2 million views. 

“I think it’s amazing to see the love that the album is getting and people are really respecting the work input, the thought, passion, the energy and the resources that we’ve invested in this album for their consumption,” he says. His smile remains but a firmness takes over his voice. “I think the reception is heart-warming.”

I ask if the success of 5th Dimension and his tenure atop Ghanaian music has been accompanied by pressure of any kind to push even further. He offers a thoughtful perspective: “Anything that carries weight and impact can give pressure.” But he’s quick to clarify that the pressure is not negative. It serves as inspiration, purpose and a calling to make meaningful contributions to the local music scene while also taking it to a broader audience. This drive to expand the culture and showcase Ghanaian music on the international stage, he stresses, fuels his passion and dedication for his craft. 

Having established himself as a leading name in the industry over the past decade through his distinct fusion of Afropop, dancehall and reggae, Stonebwoy reflects on the responsibilities that come with high status. He considers himself a foundation artist – a pillars holding up the fort locally. Pressure doesn’t stem from trying to emulate others, he tells me. “You can only apply pressure to create, to refine, to shine.”

On maintaining his position as a leader in the industry despite the proliferation of emerging voices in the streaming era, in which a staggering 100 000 songs are uploaded daily, Stonebwoy attributes his staying power to consistent contributions and unwavering drive. “Your contribution can only be evident when you’re seen,” he explains. To remain at the top, he has employed various tactics and strategies, investing time, energy and resources in the pursuit of excellence.

“I don’t have anything against emerging leaders because all leaders must be inspired by somebody. If I’ve been inspired by leaders who were before me, it’s only natural that other leaders will be created and born. It’s only the mentality of somebody who lacks confidence and understanding of their roles to feel threatened by new voices. An elder is always an elder, even after they pass away. It’s the willpower to continue contributing that has kept me in this position for a decade-plus. And I know I still have more to offer and give.”

We then discuss the average lifespan of artists at their summit. I suggest a duration of two to five years. Stonebwoy’s chuckle hints at a different perspective. “People just get viral and vanish,” he says. “If you really have something of high quality to contribute and understand the responsibility of delivering that, I don’t think you’ll be denied that spotlight.”

He goes on to talk about his approach to navigating expectations that accompany a ‘Stonebwoy album’. He acknowledges that while he strives to deliver what is expected of him, he also recognises the human element, understanding that perfection is unattainable.

“When I go to the studio, I simply create what I’m meant to create. I make the art that feels true to me, and once we’ve completed all the necessary technical work, we know the song is ready for consumption, and we deliver it to the people. I don’t enter the studio with the mindset of avoiding a bad song by forcing it to be a certain way. If I did that, I would have missed out on many opportunities. Instead, I flow with the creative process, ensuring that I give my best, and I trust the people to do the rest.”

He says that with each album release there is a growing need to appeal to a wider audience, and this in itself keeps him motivated. He notes that even though the majority of people may like his work, there is always someone new to impress.

“This album is huge – out of 10, nine people like it. Even if 10 people like this one, the next one must be liked by 11 people. My expectation is to be able to continue to appeal to the many music consumers here, and my expectation from fans is continuous support.”

Stonebwoy also touches on the challenge of appealing to a diverse audience while maintaining the authenticity of Ghanaian music, arts and culture. Ultimately, he believes, every song must relate to someone. This has informed the DNA of his creations.

Finally, chewing over his approach to his fifth album and its place in his career arc, Stonebwoy agrees with the idea that a first album embodies a lifetime of creative experiences. But he emphasises that subsequent albums offer a chance for growth and evolution. The path from one album to the next isn’t linear:

“As you begin, you crawl, take small steps, walk, run and then start to fly. I don’t think you can fly off your first album. A few artists who had the best first albums went through years of crawling, walking and limping before they soared on their debut records. However, many people may not experience that before their first albums, some have to get there to start learning to fly. Now that you know what it is to make a hit album, you can understand how to continue growing from there. My fifth album truly represents the fifth one. The sound quality, approach and mentality have all been elevated.”

Stonebwoy is currently touring in support of 5th Dimension with stops in North American cities like New York, Boston, Hartford, Philadelphia, Washington, DC and Atlanta.