Artiste manager Nana Poku Ashis has urged young musicians to step out of their comfort zones and embrace growth, noting that both time and music continue to evolve.

Speaking on Daybreak Hitz on Hitz FM, he said young artistes must constantly improve themselves to stay relevant in the ever-changing music industry.

Using Samini as an example, Nana Poku praised the musician’s evolution and professionalism over the years.

“He’s a pro in our business and he’s been top-notch since then. What’s more refreshing now is, it’s a school album, you can hear the polished Samini now,” he said.

He added, “He’s now migrated from the young Samini running around boy to a very level-headed man. These are some of the things that we want to see and want to encourage our young ones to evolve because time and music evolve.”

Nana Poku also advised upcoming artistes to develop and strengthen their niche in the industry. “You cannot be a superstar forever. You need to add something to let your brand get some value. Now, when he goes into an office and talks business, they will not look at him like Samini the musician,” he explained.

“They know the brand value he’s added onto himself. Yesterday’s price will never be tomorrow’s price, it will go up. Look at the kind of music he’s doing. He’s setting himself in a different direction now,” he added.

He further encouraged Samini’s team to help him explore new creative directions. “I will urge the team to look beyond. They are there now and they can easily break and go on tour for years, and we won’t even see him,” he said.

Comparing music to childbirth, Nana Poku noted that creativity takes time. “Music is like a baby yet to be birthed; you might give it eight months but it could come at seven months. You might give it seven months and it could come out the twelfth month, so until the mother feels the push, the music or the baby is not ready. Samini, big ups to you, let us see a different version,” he concluded.