By Nvasekie N. Konneh
14 years ago, I wrote an article about why Liberian radio stations play less Liberian music and more foreign music. I went from radio stations to radio stations to interview the radio presenters and DJs. From Hot FM, to Truth FM, and even to ELBC, the verdict was the same: Liberian music does not meet the quality standard set by the stations. Overwhelmingly, the radio DJs, or presenters said that the reason they play less of a Liberian music is because of the low quality of Liberian music versus foreign music. Many said, “Liberian musicians are not serious. When they start playing good music, we will not refuse to play their songs on the radio.” Some said, “You can’t sing low quality songs and expect us to play that on the radio.” Another person said, “Radio station’s programs are driven by advertisements and our advertisers are looking towards listening to good music that will draw the attention of listeners and customers.”
From then and up to now, it is apparent that most radio stations in Liberia play more global hit music to attract a large audience. Part of the reason may be that Liberian artists don’t have the promotional or marketing support as they are mostly individuals promoting their own music rather than being produced and promoted by big corporations. Part of the reason may also be because advertisers prefer radio stations that play international music which may influence programing choices. Foreign music, often produced by multinational corporations with great sound quality and promotion can easily be hits that it becomes compelling and enticing for radio DJs to compete for airtime with rival stations. Also due to less strenuous cultural policy, local radio stations can easily be motivated to play foreign music for many reasons.
14 years later in 2026, there has been some improvement in the production quality of Liberian music but compared to most foreign music, much still remains to be desired. Unlike before, you hear Liberian music in clubs, as well as at parties around town. It is now more of a strong cultural pride to go to Liberian functions at home and abroad to hear Liberian music blaring from the sound system. Whether on YouTube or TikTok, you come across well produced Liberian music videos but don’t have the same promotional push like internationally produced music. So, even though the production quality might have improved, some radio stations are still hesitant to play Liberian music. For about 8 months I have been in Liberia, listening to my car radio every day, I am always curious to listen to radio stations playing Liberian music. Compared to 16 years ago, radio stations are now doing better with Liberian music. Perhaps with the frequency of some radio stations playing Liberian music, I posted a question on my social media page: Is there any radio station in Liberia that plays 50 to 70% Liberian music? The responses I got were not positive. The responses were brutally negative. One of the respondents said, “How much of Liberian music is worth listening to? Do we have good Liberian music? If so, how much?” The respondent went on to say, “most of the music is not even good for radio.” Another respondent said, “Most of the music is not worth listening to because of lack of meaning and purpose. The quality is too poor.” One of my frequent Facebook responders said, “Radio stations are business oriented. They don’t play to promote patriotism so to speak. It’s almost like asking if a store only sells Liberian products. I personally listen to global African music that has meaning to me and my experience.”
Of all the respondents to my question, there were only two positive answers. One of the positive answers came from a Liberian artist who goes by the name of Odamz Sirleaf. According to him, “Not all Liberia musicians are doing rude songs.” He went on to say that “there are many beautiful songs sung by Liberian artists.” He said that the quality of Liberian music is improving.” For Kewellen Dolleh who once produced Liberian music and movies in the US, he accuses the radio stations of playing “the same old recycled American music whole day.”
My own response to all the comments went like this under my own post: “People listen to music mostly because of the beat, the melody, not always the message. That’s why we listen to music sung in languages we don’t understand. In this regard, Liberian music is improving in terms of sound quality. The message is evolving as well.”
Writing this article, I came across an online post by a popular Liberian artist, MC Caro. She asked a whole lot of questions. “How is asking for 80% Liberian music to be played in Liberia on Liberian radio stations and Liberian media outlets a hate? How is telling politicians to pay Liberian artists decently for appearances on political platforms a hate? How is telling local promoters who bring in foreign international artists and their entourage to Liberia for nothing less than 20 to 50,000 to pay the local artists something decent a hate? For the record nobody is saying don’t play foreign music. We say, prioritize your own. Bunch of lost people who think being followers is the only thing they can do for themselves. Same thing y’all do until today y’all don’t know your culture and tradition or maybe y’all just ignore it or are ashamed of it (your culture)?” The young popular artist went on to say, “That’s why y’all can be dressing like egwes and lorlor for your traditional weddings. But tomorrow y’all will be the same people to compare your broke and under-established entertainers to people who are proudly and boldly loved and celebrated by their people.” She said so much in that post but the quotes from her above can be a summary of her rants on social media about how there’s little appreciation by Liberians of Liberian music, especially those Liberians who control the radio airwaves.
More than ever before, there are so many radio stations in Liberia. While we have the ELBC operated by the Liberia Broadcasting Corporation, there are many private, commercial, and community radio stations not only in Monrovia, but throughout the country as well. With this being the case, can there be government regulation and mandate on the percentage of air time for both Liberian and foreign music? Can the government mandate all radio stations to play 70% Liberian music? Indeed, as it's done in other countries around us, it can be done in Liberia. If it is done in Guinea, and the Ivory Coast, why not in Liberia? I am not sure if it's by government regulation or driven by the production quality of the music in Guinea or Ivory Coast, much priority is given to local music on the radio, television and newspapers in those countries. The question now is how much effort does the Ministry of Information, the Liberian Tourism Authority and the office of the Liberian Cultural Ambassador make in bringing about such regulation in Liberia?
