99Phaces: The Ghanaian Music Collective Taking The Music Industry by Storm

Ghana’s music scene this decade has experienced a fresh wave of young artistes defying odds and dictating a new narrative for the industry. One of such eclectically fusing hip-hop, alternative, and Afrobeats sounds is 99Phaces; a peppy ensemble of artistes, producers, and creatives who are redefining the boundaries of Ghanaian music. From humble beginnings marked by serendipitous studio sessions to orchestrated collaborations under the guidance of JaspaTheCurator, 99Phaces has grown into one of the musical forces to look out for in the coming years. Their journey so far is an attestation to the magic that happens when diverse talents and backgrounds merge to create a sound that resonates deeply with their audience. In this candid interview, we delve into the minds and hearts of each member of the collective, exploring their journey, creative processes, and the cultural influences that shape their unique sound.

FOURTH AVENEW: Can you introduce each member of the group and their respective roles within the band?

Anabel: So we have the artistes Freddie Gambini, CozyPols, KiKi Celine, Moffy, Tikki Waja, Zara Grainie and myself, Anabel Rose. Then there are our producers Insvne Auggie, Mēl, KQ The Artist, and Maya Masashi. We handle our creative direction, video editing and graphic design, and on the backend we have JaspaTheCurator handling management and strategy, and Zeke as our resident therapist.

F.A: Wow! That’s a whole machinery on its own. How did you all come together to form this unique fusion of hip-hop, alternative, and Afrobeats sounds? What do you believe inspired this eclectic mix?

Cozy: It all started as a friendship between new artistes trying to figure out how best to go about music in this country (Ghana) of ours. Myself, Freddie and Moffy initially had a studio session together after a long period of postponing and rescheduling which brought about some songs on the “So We Made A Tape” project after that we just kept hanging out with each other and introducing our friends to one another and the friendship circle just kept growing as we continued to collaborate.

Anabel: Our mastermind, JaspaTheCurator, orchestrated our set up. I think individually, we
admire each other’s style and strengths so even though we might not necessarily be into all the genres that each person creates, we can appreciate how well they would work together in a fusion.

Freddie: I think it’s the ability of everyone knowing their place creatively and what to bring on board. What sums it up would be the different backgrounds we are from, tribes and life experiences in general. We found ourselves in the same situation at that moment and it was just the right time as I told CozyPols.

F.A: That then begs the question, being from Ghana and different parts of it for that matter, how does your individual cultural backgrounds influence your music, and how do you incorporate traditional Ghanaian elements into your sound?

Moffy: Personally, I believe you can see the influence of our cultural backgrounds with our use of local languages such as Ga, Twi and Ewe in our lyrics. Also, the highlife rhythms present in most of our music and some dance elements that we incorporate in our songs play key roles in how we make music.

Freddie: For me it’s fun; getting to play with literally everything. Also the influence from my
friends’ is huge because for example, most of them have these little slangs in their language that really makes writing music exciting because in as much as it’s another form of communicating, it also helps in reaching a bigger audience.

F.A: Can you describe your creative process? How do you collaborate as musicians, producers, and songwriters to create your tracks?

Auggie: I mostly start with the instruments or the melodies for example the guitar or the pads and pianos. Then I move to the drums and bass, and finally add some sound effects such as drum rolls and ambience. When it comes to collaborating with our artistes, I send them beats I have made so they can put some ideas down and if I also have an idea, I can discuss with them and see how best we can turn the ideas into a record. But when it comes to collaborating with producers, I send them either melody loops or drum loops and have a discussion with them on how I want the beat to sound like together with how they want to explore their creativity.

KiKi Celine: When it comes to my creative process, I don’t stress that much because I write songs about myself. Every single experience that I’ve had in all aspects of life I write about it and make it relatable for my listeners when I sing. Usually, before I get to the studio to record, I have lyrics written to the beat so I just have to record with the direction of one of our amazing producers in the collective.

Mēl: I don’t think I have a linear approach to things. Sometimes I have an idea I translate into a beat, sometimes I try to experiment by blending artistes with unconventional sounds. Sometimes I work with a theme or a particular artist in mind.

F.A: It’s quite early days but what are some of the biggest challenges you’ve faced as an
indie group in the music industry, and how have you overcome them?

Moffy: Well I wouldn’t say we’ve overcome most of them entirely but I believe one of the challenges we faced in the early days before the tape had to do with challenges and direction but through Jaspa we know what to do, when to do it and even how to do it. He has really helped us when it comes to developing our craft.

Cozy: As young creatives in Ghana, one of your major drawbacks would definitely be lack of
support from family and always having to justify staying out late for performances and recording sessions if you live with them. Personally, I can’t count the number of times I’ve had an argument with my parents. They’re much more relaxed now that I have a steady job so bottom-line: start making money before you pitch the wild idea of being a musician in Ghana to your parents.

F.A: Your music blends various genres. How do you balance maintaining a cohesive sound while experimenting with different styles?

Anabel: I am not sure it is something we consciously think about. The unique synergy we have when we create is great.

KiKi Celine: Balancing my sound while experimenting other styles I’d say isn’t difficult for me as an artiste. I am an Afro-pop, Soul and R&B artiste, so anytime I have to jump on a song with someone else who has a different style or sound, I see it as an opportunity to explore and experiment that sound. It also tests my writing skills as an artiste by making me think outside
the box while holding on to my sound and writing style.

Tikki: Playing to your strengths and tapping into each other’s strengths as well, which we do
quite well. It helps create a good space for experimentation while not losing our individual sonic identity.

F.A: What message or themes do you aim to convey through your music, and how do you
anticipate your audience responds to them?

Tikki: Love, self-acceptance and the almighty hustle. These are the themes my music is mainly centered on. With regards to audience reception, I hope they accept it in honesty at the very least and grow to love it as much I do, or even more.

Freddie: My key messages are mostly hope, motivation, peace and love and oh before I forget, good vibes. That’s also important, people need to enjoy the music we make.

F.A: Can you share any memorable experiences from your journey as a band, whether it’s a standout performance, a moment in the studio, or an interaction with a fan?

Moffy: Definitely has to be September-December 2023 where we had back-to-back shows from “Ria Boss’ Open Mic,” “GCR Mosaic” to Black Sheriff’s “Zaama Concert” and sharing the “TuneCore Stage” at AfroFuture. It really made us feel like all the work we put in on this journey is paying off.

Mēl: I will never, can never forget Moffy’s out of the blue Azonto dance performance during the
“Open Mic” show to Anabel’s ‘DND.’

Cozy: Okay so there was also this performance where we were to perform around 10pm. Delays upon delays left us frustrated because being the early birds we are, we pulled up at around 8pm. Anxiety and frustration was visible on everyone’s face but we kept it cool even after I had my phone stolen about 30 minutes before we performed. Went on stage to just do our set and vanish but we had such a wild crowd reaction we just charged it to the game and rocked with the crowd.

F.A: How do you see the global music landscape evolving, and where do you see your group fitting into that picture in the next few years?

Anabel: I see a space for alternative sounds growing probably because of the audacity a lot of artistes have to make music they want to make. If you’re undeniably talented and tick all the right boxes, you will force people to pay attention. I like to think we as a group and individually are doing that. We are lauding our voices and people are listening. It’s a great thing to experience.

Freddie: I see 99 being a dynasty and I’m not talking about just music, anything you can think of we’ll be that go to. And I see the landscape shifting into favoring the fresh cuts because at some point you should get tired of consuming the same thing over and over again. And it’s going to be the time for the next kings to shine!

F.A: Talking about “next kings,” what advice would you give to other emerging indie artistes who are looking to create a unique sound and excel in the music industry?

Anabel: Create! Create with freedom, create unapologetically and create with joy. The path
you’ve chosen as an independent artiste is a challenging and brave one so stay grounded in the reasons you started in the first place.

Auggie: Start with what you have. Don’t wait till you get the fancy or expensive stuff to create
your music if you have the money fine you can get them, but if you don’t just use what you have. There are a lot of producers and musicians making hits records with just their phone.

F.A: It’s been a very insightful and fun conversation. We wish you the best ahead and look forward to speak to you soon.

99Phaces: Thank you for having us!