Ghanaian rapper Edem says the rise of TikTok and viral music trends has not diminished artistry, but warns that artists must prioritise longevity over short-term success.

Speaking on the Asaase Rush Hour on Tuesday (12 May), the veteran artist said digital platforms have simply changed how music is consumed, allowing artists to connect directly with audiences without traditional gatekeepers.

“TikTok is a medium… music has always been about mediums,” he said.

Edem noted that while viral hits can propel artists quickly into the spotlight, they can also fade just as fast without strong artistic foundations.

“If you blow overnight, you might also go down overnight,” he said.

He emphasised the importance of building a lasting brand through consistent work, artistic depth and audience connection.

The rapper acknowledged concerns that streaming culture and social media trends may be reducing lyrical depth in music, as audiences increasingly favour quick, easily consumable content.

“Nobody gets time to come and think about metaphors… people want something quick,” he said.

However, he pointed to artists such as Kweku Smoke and Kofi Mole as examples of musicians still building substance-driven careers.

Edem also raised concerns about how Ghana treats its creative legends, arguing that the country lacks structures to preserve and celebrate artistic legacies.

He cited global examples where cultural icons are memorialised through institutions and monuments, suggesting Ghana needs a more deliberate approach.

“We don’t have structures that help the legacy to carry on,” he said.

On the recent Telecel Ghana Music Awards, Edem said he did not follow the ceremony closely but described Black Sherif as a deserving winner, praising his originality and depth.

“He created his own sound and pushed it… it’s deserving,” he said.