Award-winning sports journalist Gary Al-Smith has taken fans down memory lane with a rare behind-the-scenes account of how professionals once rallied around Shatta Wale during his peak years.
“Between 2014 and ~2018, when Shatta Wale was at his musical peak, there were multiple WhatsApp groups called Corporate SM made up of professionals who could/did not want to publicly ID with SM, for various reasons,” Gary revealed.
According to him, the groups had an impressive membership base. “The credentials of these people were impressive. Big boys and girls. Somehow, something about Shatta’s grit connected all these very accomplished people.”
But it wasn’t all smooth. Gary admitted that Wale’s controversies often frustrated members, leading them to occasionally intervene.
“These groups would sometimes reach out to his then managers to try and clean the brand a bit, etc. A High Court judge drafted a detailed SM Legal Playbook; a top MarComms lady did an IP & Brand Roadmap. They all wanted to contribute in varied ways to just elevate the obvious potential of the SM brand.”
He added that many eventually left the groups when their efforts didn’t materialize: “You know what they say about horses, riversides, & water. 😃 Good times.”
Despite this, Gary maintains that Shatta Wale’s ability to galvanize massive organic support is unmatched.
“The numbers of organic followers we’ve seen trooping to (and, it has to be said, mostly ignorantly) support Shatta today tells its story — that the potential that man called Shatta has to energise his fanbase to do great things is unmatched by any artiste in Ghana, dead or alive.”
He concluded with a bittersweet reflection: “If only. If only. If only his successive management teams allowed his charisma to dovetail into proper, modern structures, the Shatta Movement will be unstoppable. Wishing you well, Shatta Wale!”
