EZ Promotions (Jonathan Eze Nwodinobi - CEO), a multi-service non-profit agency based in Ghana (Accra-Awudome) and South Africa which was formed purposely to help promote Ghanaian music, produce films, deal with information technology and train people to model is once again going to turn Accra upside down as they bring almost all the hiplife artistes under one umbrella during Loud in Accra (a programmed organized annually) on July 1 at the La Trade Fair.

Aside their mission that is to promote Ghanaian music and facilitate the realization of individual potentials, their vision therefore is a society where there are opportunities for each and everyone to unearth their musical potential.

In an interview with Samuel Chionye (General Manager of EZ Promotions), he said “EZ considered music production and promotion because the other fields that is the modeling aspect, film production and the likes are yet to be harnessed”.

In 1998, EZ Promotions in collaboration with Benson and Hedges organized Loud in Lagos where over 20,000 music fanatics waited patiently in a line that extended around the block at Tafawa Balewa Square for the doors to open for this much-anticipated show.

“After the event, we thought of extending this event to Ghana because if there were young talented artistes in Nigeria, then definitely there were going to be some good guys also in Ghana. We saw Ghana as a virgin island waiting to be explored,” he added.

In June 2000, they organized their first musical show in Ghana dubbed Loud in Accra where artistes like Tic Tac, Obrafour, former Akyeame and Kokovelli moved the crowd into frantic ecstasy. As time went on, they picked these artistes one after the other and trained them and gradually they have been able to make it.

They followed up in September 2001 and November 2002 with other editions of Loud in Accra and in December 2003, it was something else at the La Beach as great artistes like VIP, Tic Tac, Nana Quame, Obour, K.K Fosu, Buk Bak, Abrewa Nana and Black Prophet rocked the socks off 12,000 fanatics in the process with their uplifting tunes.

Samuel Chionye thinks Ghanaian artistes have the talent to reach stardom since they are able to synchronize the beats with their lyrics.

When asked why they want to promote hiplife, this is what he had to say “Although Ghana is known to be doing highlife, hiplife is also gradually taking over and as such has to be projected to the international community. Hiplife has transferred into something beautiful”.

This year’s Loud in Accra is to mark the 10-year anniversary of hiplife in Ghana and recognize the founders of hiplife like Reggie Rockstone, Obrafour and a host of others for their outstanding contributions to hiplife music.

The event that will be shown on Channel O will feature guest appearances from Nigeria (2 Face, Tony Tetuila, Idris Abdul Karim and Genevieve Nnaji) and London (Sway Da Safo).

EZ Promotions has invested over $180,000 in Loud in Accra to promote hiplife music and has many credits in their achievement basket by bringing Mark Morrison and Daddy Shokey of Nigeria to Ghana.

With a lot of experience, EZ promotions is here to push hiplife to the next level and also put Ghanaian hiplife artistes on the world music map. They can be reached on 233 24 408 1059 for more information.

Check out pictures from the event.

Kevin Adisi, Ghana Music.com