One year after its release, It’s Time, the third album by Ghanaian bassist and composer Opoku Sanaa, has achieved remarkable success, taking both the artist and his music to new heights. The album, which showcases Sanaa’s unique blend of jazz and African influences, has resonated with audiences around the world and solidified his position as a rising global star.
Sanaa has described It’s Time as the best album he has ever made so far, a statement that speaks volumes about the depth of the project. The album is a carefully written and captivating fusion of his signature bass-driven sound with new and exciting elements. For Sanaa, It’s Time is more than just a collection of songs - it is a sonic journey that not only pays homage to his previous work but also showcases his growth as an artist. The album is a testament to his continuous evolution and his ability to push musical boundaries while staying true to his roots.
The album spans multiple genres, blending New Age, Afrobeat, Contemporary Jazz, Classical, and African (Kete) sounds. This diverse mix creates a rich musical experience that speaks to both Sanaa’s versatility as an artist and his ability to unite different cultural and musical traditions.
The marketing strategy for It’s Time was as strategic as it was impactful, reinforcing Sanaa’s return to the spotlight as an amazingly talented musician. Beyond the music itself, his ability to inspire and lead has been a significant factor in the album’s success. Sanaa has long been a driving force in Ghana’s music scene, and the way he strategically reintroduced himself to the world was a masterclass in blending artistry with business acumen.
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Sanaa’s legacy in Ghana’s contemporary gospel scene is undeniable. He was the founder and leader of the PL Crew band, a group that played a pivotal role in shaping the new contemporary gospel sound in Ghana and beyond. Under his leadership, the PL Crew became a hub for creative experimentation and artistic expression, influencing many musicians in the region. The band’s innovative sound set a new standard in contemporary gospel, making an indelible mark on the music industry.
Sanaa’s influence extends beyond the music, with his initiatives contributing significantly to the growth of Ghana’s music industry. One such initiative, the Bass Clinic, is a music seminar that drew musicians from across the region to share ideas, learn from each other, and build valuable networks. The event quickly became one of the most anticipated gatherings for musicians in Ghana, fostering collaboration and nurturing the next generation of musical talent. Through these initiatives, Sanaa has inspired countless musicians and contributed to the development of music culture in Ghana and beyond.
In addition to his musical contributions, Sanaa’s work has received critical acclaim both locally and internationally. His performances at prestigious events, including headlining and selling out the International Jazz Day Concert in Dubai, has earned him widespread recognition. It’s Time also garnered attention through high-profile appearances, such as its inclusion on the billboards of New York’s Times Square, a powerful testament to his global appeal. Back in Ghana, Sanaa continues to enjoy overwhelming support, reinforcing his role as a trailblazer in the industry.
Through his work, Sanaa has inspired countless young musicians in Ghana, many of whom cite his innovative sound and leadership in the PL Crew band as a significant influence in shaping their own music careers. His commitment to mentorship and his tireless work ethic have made him a role model for aspiring musicians in the region.
The release of It’s Time leveraged his history and influence, aligning his brand with innovation, creativity, and mentorship. The strategic approach to marketing the album has successfully expanded his reach, with his music playing on radio stations across the Middle East and Africa, in addition to appearances on Dubai One National TV.
Looking back, it’s clear that It’s Time is more than just an album - it’s a celebration of Sanaa’s journey, his mentorship, and his strategic vision as an artist. With each milestone - from sold-out shows to Times Square billboards - Sanaa has proven that music has the power to transcend borders, cultures, and genres. As the album celebrates its first anniversary, it’s evident that this is just the beginning for Sanaa, whose music continues to inspire and connect with listeners worldwide.
With his continued success, growing influence, and profound impact on Ghana’s music scene, Sanaa is an artist whose contribution is deserving of recognition on the highest stages, including the Ghana Music Awards. His work continues to break barriers and pave the way for future generations, making him a true ambassador for the Ghanaian music industry.
