Ghanaian reggae dancehall artiste, Epixode, born Theophilus Nii Arday, says that the dancehall music culture thrives on clashes and rivalries between dancehall musicians.

According to him, the dancehall culture was built on the clashes between various artistes over the years.

Speaking to Amelley Djosu on Joy Prime’s Celeb Biz, the dancehall artiste explained that the numbers are built from the rivalries between dancehall artistes. He is of the opinion that artistes draw more attention to their music when they throw shade at other artistes in the lyrics of their songs. As per his statement, fans become interested in the artiste and are excited to patronise their music.

“Numbers are built on that, because the very moment I release a song that is trolling or is actually pointing fingers at another artiste, it will pull attention, and that will generate the numbers, and then people will now go and look for my older tunes,” he explained.

Epixode feels as though feuds between dance hall artistes are used for their own benefits.

Using the rivalry between popular dancehall artistes Shatta Wale and Stonebwoy as an example, he revealed how it caused Shatta Wale to be the brand ambassador for the phone brand Infinix and for Stonebwoy to be the brand ambassador for its competing brand Tecno.

“I think it’s only right if we understand the culture itself and then look at the positive side of it. Yes, the fans might fight, but how are you trying to educate them on that level? It’s only lyrics; it’s not a fight; it’s not like a physical fight; it’s just a musical fight; it’s something to build the culture. If it hadn't been for the clash, I don’t think Dancehall could even survive two years.”

The ‘Odeshi’ hitmaker encourages everyone to look at the positive side of the rivalries between dancehall artistes. He feels fans just need to have a mere understanding of the dancehall culture and to see their fights not as physical fights but as what he describes as'musical fights’.

Epixode believes that clashes and rivalries between dancehall artistes are just what the dancehall culture needs to survive.