She had the label. The spotlight. The buzz. But Maya Blu, once a female signee on one of Ghana’s top record labels, is now carving her own lane and speaking her truth.

In an exclusive with JoyNews’ Jacqueline Ansomah Yeboah on new YouTube series BTS with Creatives, the Good Girl No Dey Pay singer opened up about the state of Ghanaian music, her time at Lynx Entertainment, and why she refuses to chase numbers in an industry built on them.

“The world has evolved” – Maya on why highlife isn’t dead

In a time where Afrobeats seems to dominate every global playlist, questions continue to swirl around Ghana’s musical identity and whether highlife, the genre we birthed and nurtured, is being pushed aside.

Maya Blu, however, isn’t quick to sound the alarm. According to her, “the world has evolved, and people are just doing what audiences love.” For her, it’s not about abandoning tradition but recognising that creativity doesn’t always follow nostalgia.

She added that while some argue Ghanaian artists aren’t preserving highlife, “everyone is doing what they do best, and we have to respect that.”

The Afrobeat Millions: Who’s really benefiting?

In 2024, global revenue from Afrobeats reportedly hit a whopping $100 million, yet only 2% of that money made it back to Nigeria, the genre’s global torchbearer.

So, if that’s the case, how much is making it back to Ghana? Maya Blu says the truth is far more complex than the numbers suggest.

“A lot of it is based on assumptions,” she explained. “People don’t really come out to talk about how much they make, but there are artistes in this industry doing well for themselves.” Translation? Don’t count Ghana out just yet.

Fame, favour, and the flip side of being “privileged”

Maya Blu, who came into the limelight through Lynx’s new talent wave, has often been described as “lucky” or “privileged.” But she’s the first to say it wasn’t all roses.

“Yes, I was advantaged. But it comes at a cost,” she revealed. “I had to work my way through all of it.”

That cost, she hints, isn’t just about industry pressure: it’s about having to constantly prove that you’re more than just a label’s pick.

In recent months, Lynx Entertainment has dropped several of its fresh signees including Maya, Saint Lennon, and Kasar Music, sparking fresh conversation about artist development and label dynamics in Ghana.

“I don’t do it for the numbers”

At a time when artists live and die by streams, charts, and virality, Maya Blu is choosing a different path.

“I don’t do music for the numbers or the masses,” she said. “I make sure I enjoy the music and forget about the numbers.”

It’s a bold declaration, one that may raise eyebrows but also makes it clear that Maya is now creating on her own terms.

What’s next for Maya Blu?

Though no longer with Lynx, Maya isn’t slowing down. If anything, she’s more focused than ever. Her story is just one of many in BTS with Creatives, a new docu-style series highlighting the real lives, hustle, and heart behind Ghana’s music scene.

So if you thought Maya Blu had faded out, think again. She’s just getting started, and this time, she’s calling the shots.