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Shatta Wale Takes on Public Relations Role for Medikal's New Label

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  //media-entertainment.news-articles.net/content/ .. blic-relations-role-for-medikal-s-new-label.html
  Published in Media and Entertainment on Sunday, November 23rd 2025 at 10:05 GMT by Ghanaweb.com

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Shatta Wale’s “Highest Eri” Clashes After Being Named PRO for Medikal’s Label

The Ghanaian music scene has been buzzing ever since it was revealed that Shatta Wale, the high‑energy dancehall king, had accepted a role as the public‑relations officer (PRO) for the newly launched record label of fellow artist‑producer Medikal. According to the GhanaWeb story published on 16 March 2023, the appointment has set off a flurry of reactions across the industry, prompting speculation about future alliances, creative tensions, and the business side of the “Highest Eri” movement that has dominated the West‑African charts.

1. The Background: Who is Medikal and What Is His Label?

Medikal, born Emmanuel Torto, has long been celebrated for his versatile production skills and his ability to fuse Afro‑beat, hip‑hop, and dancehall styles. Over the years he has worked with big names such as Sarkodie, Kuami Eugene, and Mugeez, and in 2022 announced the formation of his own label, “Medikal Music.” The venture is positioned as a platform to nurture new talent while also providing an umbrella for seasoned artists who want more creative control over their releases.

In the GhanaWeb piece, Medikal’s own press release explained that his label aims to “foster home‑grown talent while also giving artists an opportunity to explore their musical identities without external constraints.” He also highlighted the need for professional PR support to build a brand that can transcend local markets and tap into continental and global audiences.

2. Why Shatta Wale?

Shatta Wale, real name Charles Nii Armah Mensah III, is one of Ghana’s most commercially successful music acts. He has accumulated a legion of followers worldwide, a string of award‑winning albums, and a reputation for a fierce stage presence. The decision to appoint him as the PRO for Medikal’s label is a strategic one that hinges on several factors:

• Brand Credibility – Shatta Wale’s name carries significant weight in the Ghanaian music scene. By associating his PR expertise with Medikal’s brand, the label can tap into an instant audience that already trusts and follows Shatta’s output.
• Cross‑Promotion – The article notes that Medikal’s upcoming releases will see Shatta’s involvement, not just as a PR figure but also as a potential collaborator on tracks. The synergy is designed to create a “cross‑promotional engine” that fuels both artists’ catalogues.
• Industry Insight – With years of experience navigating Ghana’s music business, Shatta Wale is seen as a veteran who can advise on tour routing, brand partnerships, and fan‑engagement tactics that keep a label profitable.

The GhanaWeb story also includes an interview excerpt with Medikal where he says: “We have been trying to assemble a PR team that can push our vision beyond Ghana. Shatta has the right mix of charisma, industry knowledge and a network that reaches beyond the local.”

3. The “Highest Eri” Clash

The headline of the GhanaWeb article – “Shatta Wale Highest Eri Clash after appointment as PRO for Medikal’s label” – refers to the tension that emerged almost immediately after the announcement. “Highest Eri” is a phrase associated with Shatta Wale’s music and persona, suggesting a kind of top‑tier, royalty‑like status. Fans and industry observers noticed that his new role was being marketed in a way that seemed to rival his own established brand.

Fan Reactions
Twitter and Facebook threads quickly filled with fans questioning whether Shatta’s new PR role could compromise his independence. Some argued that the “Highest Eri” image would be diluted if he were simultaneously marketing Medikal’s artists. Others, however, celebrated the partnership, noting that Shatta’s involvement could bring an international audience to Medikal’s fresh roster.

Media Speculation
Music journalists on Ghanablogger.com and Musicinafrica.com picked up the story and started a debate about how this arrangement could influence Shatta’s upcoming release schedule. The speculation also touched on whether the collaboration would mean that Shatta’s new album (scheduled for release in July) might feature Medikal as a producer or vice versa.

Industry Concerns
Some stakeholders in the Ghanaian music business, such as producers from Ghana’s independent label network, expressed concerns that Medikal’s label could use Shatta Wale’s PR influence to push artists who were previously signed to other houses. In the GhanaWeb article, an unnamed veteran producer remarked: “You know the scene; a PR figure of that caliber can sway fan perception, so it is a tightrope walk.”

4. The Business Side: How This Move Affects the Ghanaian Music Economy

Beyond the hype, the appointment of a superstar as a label’s PRO reflects an evolving business model in the Ghanaian music scene. The GhanaWeb article contextualizes the move as part of a broader trend where artists are becoming multifaceted entrepreneurs, taking on roles beyond performance—such as label management, brand ambassadorships, and now PR.

Revenue Streams
The article points out that having a PR heavyweight on board could open up sponsorship deals, concert bookings, and digital platform promotions. This can increase the label’s revenue streams beyond album sales.

Talent Acquisition
Shatta Wale’s presence can attract aspirants who are looking to get signed. A PR figure who is already a chart‑buster can act as a “magnet,” attracting young artists who want the chance to be under the same umbrella.

Competitive Advantage
In a market where the “Highest Eri” narrative is about being the best and most dominant, the synergy between Shatta and Medikal’s label can give them a competitive edge over other independent labels that rely on more traditional PR methods.

5. Statements from the Parties Involved

Shatta Wale
In a statement released via his official Instagram, Shatta Wale said: “I am excited to take on this new role and help elevate the next generation of Ghanaian music. My aim is to use my experience to empower other artists and help them reach audiences they can’t reach alone.” He emphasized that this role would not interfere with his own projects.

Medikal
Medikal’s press release reiterated his belief that Shatta’s experience would bring authenticity to his brand. He added: “We are building something that stands the test of time, and with Shatta at the helm of our PR, we will be prepared for every challenge.”

Other Artists
A few artists who are already signed to Medikal’s label, such as rising star Kofi Annan, expressed excitement. Kofi said: “Having Shatta Wale on board as a PR gives us an extra layer of confidence that we will be heard, not just locally but internationally.”

6. A Look Ahead: What to Expect

The GhanaWeb article closes by outlining a timeline of what fans and industry watchers should watch for:

1. First Joint Release – A track featuring Shatta Wale on one of Medikal’s upcoming singles is expected in the next two months.
2. Tour Announcement – The “Highest Eri” tour that includes both Shatta and the label’s new acts might be announced in June.
3. Digital Push – The label plans a social media campaign that will use Shatta’s influence to promote Medikal’s roster on platforms such as TikTok and YouTube Shorts.
4. Potential Conflicts – The article warns that the partnership could face obstacles such as overlapping release schedules or disputes over creative direction.

7. Key Takeaways

• Strategic PR Move – The appointment of Shatta Wale as PRO for Medikal’s label is a calculated decision aimed at leveraging his star power for business growth.
• Fan Engagement – While the “Highest Eri” clash sparked debate, it also heightened interest in the label’s upcoming releases.
• Industry Dynamics – This collaboration exemplifies a growing trend of artists taking on multi‑role responsibilities in Ghana’s music ecosystem.
• Future Collaboration – With joint releases and touring possibilities on the horizon, the partnership is likely to shape the trajectory of both Shatta Wale’s and Medikal’s careers for the next few years.

In sum, the GhanaWeb article not only highlights a headline‑grabbing appointment but also delves into the implications for Ghana’s music industry, offering readers insight into the complex dance between artistry, branding, and business.