Hammer has informed Kwame Dadzie during an interview on Joy FM that Sarkodie is transitioning away from rapping in Twi and incorporating more English into his music.
Hammer believes that Sarkodie could reach greater heights in his career and has noticed that his brand is not as strong as it could be.
As a result, the iconic rapper has chosen to include more English in his songs. Hammer indicated that Sarkodie felt restricted by using only the local dialect, prompting him to make this strategic adjustment.
“Sarkodie has suffered out there. The reason he has transformed into an English rapper is that he has to move on because the vernacular rap will limit you,” he stated.
Hammer also suggested that African rappers consider incorporating more English into their music to reach a wider audience globally.
Hammer, whose real name is Edward Nana Poku Osei, emphasized the importance of using English as an international language to connect with fans beyond their local borders.
He then reminded them that artists like Sarkodie have successfully integrated English verses into their songs, which has contributed to their success on a larger scale and augmented entertainment news in Ghana.
“It’s easy to sell vernacular in a singing format than in rap because ‘sing-songs’ have melody. Rap songs are words.
“So the beats drive rap songs. Listen to Zibote, we still don’t know what they were talking about but we love it because it is a song-song.
“It is easier for a ‘sing-song’ to cross over, like Asake with the Yoruba. He can cross over with it because it is a ‘sing-song’ but if you rap in Yoruba you will go hungry,” he said.
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