Volta Region’s celebrated rapper Keeny Ice has opened up about the language barrier artists face in Ghana’s music industry, revealing that songs performed in less dominant local languages often struggle to gain mainstream attention.

Speaking on Daybreak Hitz with Doreen Avio and DJ Slim, the 'Steeze' hitmaker shared a personal experience where a radio station rejected his song simply because it was in Ewe.

“I went to a radio station and someone told me, ‘We can’t play an Ewe song. I don’t understand what you’re saying,’” he said.

Keeny Ice noted that despite the popular belief that “music is universal,” linguistic preferences heavily influence airplay and audience reach.

He pointed out that when languages like Twi, Fante, and Akan dominate about 70% of the industry, it becomes difficult for artists from other ethnic backgrounds to break through.
"When the Twi or Fante or Akan is 70%, and they dominate the industry, how can a Dagbani or Ewe person fight his way into it?", he questioned.

He clarified that while he is proud of his Ewe heritage, not all of his music is in the Ewe language.

Keeny Ice also addressed a growing trend among Ghanaian rappers shifting toward Afrobeat and more commercial styles.

He cited the example of YouTuber-turned-rapper Kula, who stepped back from music after realising that praise for lyrical skills did not translate into financial opportunities.
"Headless YouTuber (Kula) stopped doing music because when he was rapping he only got compliments for his rap skills but when there are deals that involve money, it is the afrobeat artistes and those that do danceable music that get them."

"Imagine if Dr Bawumia wanted to give some deal with King Paluta, he wouldn't do it if Paluta was still rapping," he said.