Accomplished Ghanaian entertainment critic and pundit, Arnold Asamoah Baidoo, has expressed his disappointment in the seemingly lackluster global presence of popular Ghanaian singer, Efya. In an article titled “Efya & drug-use tag: Take action” published in the recent edition of Graphic Showbiz, Baidoo attributed Efya’s stagnant career to her apparent lack of ambition in expanding her opportunities in the music industry.
Baidoo acknowledged Efya’s incredible talent, noting that she has been honored with the VGMA Best Vocal Performer award four times and is recognized as a captivating stage performer. However, despite these accolades, her career is not reaching its peak due to what Baidoo perceives as a lack of effort and dedication to her craft.
The entertainment critic expressed his frustration at Efya’s failure to make a significant impact on the global stage, particularly when compared to her Nigerian counterparts such as Tiwa Savage and TEMS, who have been breaking barriers internationally. Baidoo stated, “Efya has been in this industry for close to 13 years, commanding such incredible talent, but she is yet to sign any lucrative record deal or endorsement deal.”
Baidoo pointed out that Efya’s major hindrance does not stem from allegations of drug use or its abuse, as many have speculated. Instead, he believes that her lack of activity, drive, and urgency is the issue that has gone largely unnoticed. He argued that with her immense talent and stage presence, Efya should have achieved greater success than artists like Tiwa Savage and TEMS. However, her apparent comfort, laziness, lack of hunger, and drive have held her back.
Efya began her commercial music career in 2008 after finishing as the runner-up in the Stars of the Future music reality show. Despite being in the spotlight for over a decade, Baidoo contends that she seems uninterested in becoming one of the most renowned female artists of the last decade and beyond, as well as pursuing international opportunities.
Baidoo highlighted Efya’s limited discography as another contributing factor to her struggles. He pointed out that she only has one studio album and one mixtape to her credit, which pales in comparison to her competitors. Baidoo emphasized that in a highly competitive industry like the music business, such limited output hampers Efya’s ability to compete effectively.
The critic drew a comparison to Lauryn Hill, who released a classic solo album and then retreated from the spotlight but was able to survive on shows, royalties, and licensing deals due to the well-structured music industry she operated in. However, Efya does not enjoy the same luxury and finds herself navigating a disorganized industry that demands more from its artists.
In conclusion, Arnold Asamoah Baidoo urged Efya to step up and show more ambition and drive in her career. He believes that with her exceptional talent, she has the potential to make a significant impact on the global stage if she takes action and seizes the opportunities available to her.
