Ghana: Bryan The Mensah inks publishing deal with Ditto Music

Ditto is bringing the musician’s music to 160 digital music stores including Spotify, Deezer, Apple Music, iTunes, Shazam, Google Play, Amazon, VEVO and Beatport.

Road to Hastafari hit 1 million streams just one week after its release – an incredible feat for an independent Ghanaian artist. The album has received positive reactions from music critics and fans worldwide as well as support across 87 editorial playlists on Boomplay Music, 11 editorial playlists on Spotify and 10 editorial playlists on Apple Music. This success has prompted Ditto to sign the artist under its publishing arm.

The rapper’s team says the deal entails a “more intensive approach to music distribution”, with his business manager telling Music In Africa that the Ditto partnership transpired due to the British company’s personalised approach, which had been missing with most other digital distributors.

Bryan The Mensah said: “At first, I was very indifferent about the whole deal because we had worked with distribution companies in the past but none of them were as hands-on and flexible to work with as Ditto. At this point, they’re more like a part of the family.”

Bryan The Mensah – who is behind a number of EPs including Friends With the Sun (2017), Wildlife (2018) and Not Going Outside (2020) – added that he was looking forward to progressing his career with Ditto both as an artist and an industry professional. “The results from our partnership for the album have been incredible so far and I am glad to know that this is just the starting point.”

Asked about the vision behind Road to Hastafari, he said: “I made this album with myself and everyone in mind. This means that given enough attention and time, everyone should be able to love and connect with the music almost as much as I do. That being said, I see this album as something that is able to penetrate the borders of culture and personality all across the world.”

His music career aside, Bryan The Mensah is the founder of Blync, a Telegram-supported peer-to-peer sync platform that he founded last year for music players. The service, which is powered by payment platform Flutterwave, allows artists, producers, songwriters and music representatives to access sync deals for their music while earning revenue from their catalogues through backend royalties.