Hometown Hero Demmi talks music and his ambition

Ghana’s boasts of many talented rappers and one who stand out with style, flow and lyricism is Demmi. Since his first release in 2021, Demmi has been dropping back to back music leaving fans spellbound with is talent. On his new album, Hometown Hero, Demmi touches on themes like love, family and more. The album features other Ghanaian Artists like AraTheJay, Mullah, Sh3lter and more.

We caught up with him to talk to him about his career, what drives him and what his plans are.

Spark: Tell us a little about your childhood? Where did you grow up, which schools did you attend? 

Demmi: I was born and bred in Kpong which is part of the Manya Krobo District. I attended Carol Gray International School at the junior high level and I went to Adisadel College for high school. In school my friends called me “Mdee” because my name is McDonald Otubuah. I attended Ghana Telecom University.

Spark: Do you remember loving music as a kid? Was it something you always wanted to do or you stumbled on it?

Demmi: I developed a love for music because my two older sisters used to play a lot of music when I was growing up. RnB music especially. Then somehow I discovered Hip Hop and Lil Wayne was the person I liked the most. I started buying CDs with music videos on them and I was intrigued because the lifestyle they portrayed in the videos was different from the village I was in. So I realized life was bigger than what I originally thought it was. So going forward I started buying lyric books, these are books with song lyrics that I started to learn. I remember learning Lil Wayne’s “A Milli ” very well and that’s how I developed my rap character. I started freestyling other raps and it was something I loved doing but it was just for fun. It was when I got to university that I realised I wanted to take this music thing seriously.

Spark: Tell us about Demmi.

Demmi: My scope of life is being more than the opportunity you’re presented , or the current situation you are in and that’s what Demmi means to me. It’s like an alter ego. I tested other names but Demmi was what I connected to more.

Spark: Winning the Guinness accravaganza music competition is a huge achievement. Tell us about that experience and how it influenced you as an artist?

Demmi: I won it through a challenge last year, Guinness held a challenge where emerging artists submitted freestyles and I was the winner. They let me perform at an event they hosted and sponsored and I was blown away by the response I received, because it showed me that the work my team and I are putting in is paying off. Also because it’s a big platform, it’s sonically amazing and the audience are receptive

Spark: We’d love to hear about your time working with “The Continent” and the inspiration behind “Special Killer.”

Demmi: Moud from scripts and sounds told me about an a writers camp event and she encouraged me to go, so I went. I got paired with Fortune Dane who I had already worked with in my early days. Also, I make beats, so I decided to fire up my laptop to find some inspiration from my past work. Sure enough, I played a beat that sparked something in me, and that eventually became the beat for ‘Special Killer”. I was actually just playing that beat and Dajon who I featured on the record walked in and said the beat was crazy so he’d like to hope on. Dajon did amazing in that record, he killed it. The record came together unexpectedly, I wasn’t even supposed to work with Dajon. But once we made the track and the executives from The Continent got a listen, they were hooked. They knew it had to be part of the final project, and just like that, it made the cut and got released. Is one of the projects I enjoyed making this year.

Spark: Can you tell us about the creative process behind your new album? What themes or stories are you exploring?

Demmi: I released my own mixtape called Hometown Hero as a way of expressing my gratitude. I didn’t grow up in a supportive environment, it wasn’t the kind of place where success seemed likely. So, for me to be able to host my own show, even if it’s small with fewer than 1000 people attending, is something I’m truly thankful for. I’m also grateful to have performed on big platforms like Tidal Rave and Accravaganza. The mixtape reflects my journey, and I’m proud that I made it out of the hood. I chose the theme Hometown Hero to showcase my identity and my story. I also want to challenge the stereotypes about Krobo land and change the narrative about Krobo women. Every song on the album holds a special meaning for me, though the crowd has really gravitated towards one track in particular, ‘Odo,’ featuring AratheJay. At my recent release party at Alley Bar this Sunday, the crowd’s energy was off the charts, they had me perform one song about seven times! It was an amazing experience. But if I had to pick, my personal favorite is “With My Hommies”

Spark: Your visualizers are gaining a lot of attention. What role do visuals play in your music? 

Demmi: Music is an experience, and sometimes people don’t fully grasp a song until they see it brought to life. Visualizers are great for interpreting the music—they help you feel the song’s vibe and also allow you to solidify and express your brand. Creating these videos is easier than ever, thanks to the high-quality cameras on our phones. I post these videos on my social media because they’re an essential marketing tool. For me, my social media is like a TV channel, where I want to share the most interesting aspects of my life and music for my audience to enjoy.

Spark: Your sound has been described as unique and genre-blending. How do you define your music style, and what influences do you draw from?

Demmi: I do Afrofusion. I will still call it Afrobeats because the sound scope is very rhythmic and I have a lot of High Life and Pop inspired songs.

Spark: As an emerging artist, how do you navigate the music business? What lessons have you learned about the industry so far?

Demmi: I have a management team called Room 40, which will soon become a label. It’s a crazy industry and an advantageous one. Everybody rides with what is hot. And my biggest lesson is that you should be valuable. Don’t just be a musician, be a brand that other big brands will like to affiliate themselves with.

Spark: Can you share some insights into the strategy behind promoting your album? How have you engaged with your audience?

Demmi: I’m very heavy on shows, I want people to experience me performing this album. So I have a lot of shows centered  around this project. I have a show coming up this month at The Woods on the 28th. There will be a lot of high school tours, bar tours. I will be teaming with a lot of bands to play the projects. I want to see how people react and enjoy the music because music comes with a lot of experience.

Spark: Who are some artists, past or present, that have inspired your music and visual style?

Demmi: I’ll say Burna Boy because we have the same sonic scoop, voices have the same frequency and I want to learn from somebody like him who is doing amazing. He also is a great performer like I want to be. In a visual style or fashion style I watch a lot of fashion shows pop-ups but I’ll say Pharrell, Asake and Kanye really inspire me in that sense

Spark: How important is it for you to maintain creative control over your work, especially in the fast-paced music industry?

Demmi: This is incredibly important to me. Since I record, engineer, and sometimes even produce many of my projects, I’m deeply involved in the entire creative process. I work with specific producers because it’s my name and image on the line, and if something goes wrong, the responsibility falls on me, not on anyone else’s instructions. Fortunately, my team understands this, which makes a big difference.

Spark: What message or emotion do you hope listeners take away from your new album?

Demmi: I want people to take inspiration from the album. I want them to know that your current situation and surroundings don’t determine your future. You can and will make it out of the hood if you put your mind to it.

Spark: The music industry can be tough for new artists. How do you stay motivated and focused on your goals?

Demmi: The work isn’t finished until I see 80,000 people in a stadium jamming into my music. I don’t really care about my stream numbers, what I care about is people experiencing the music with me because I am very show driven. So I am motivated to work in order to achieve that goal and I know I’ll do it.

Spark: What role has social media played in your rise as an artist, and how do you balance your online presence with your creative process?

Demmi: Social media operates on algorithms, so I always remind people that if your content doesn’t get a lot of traction, it’s not because it’s lacking quality. It just means the algorithm hasn’t picked it up yet. Keep creating and posting until it does. Social media is a powerful tool for free marketing, helping you build a fan base, community, and even a cult. I make sure to keep my social media active so my audience can connect with me on some level. Whenever I’m dressed up, looking good, and in a nice environment, I seize the moment to create content for my music. Balancing it all is simple for me, when I’m not focused on writing music, I’m not stressed about it. Instead, my attention shifts to other things, like promoting my work or creating visualizers.

Spark: Looking back at your journey, what was a pivotal moment that made you realize you could succeed in the music industry?

Demmi: Since the day I decided to pursue music full-time, I’ve always believed that I would be successful. I know it might not happen overnight and could take time, but I’m resilient. Throughout this journey, I’ve had moments that reassured me I’m on the right path, and this past Sunday was the latest one.

Spark: How do you approach collaboration with other artists or producers, and what have you learned from those experiences?

Demmi: I have learnt that everybody is different. Because I produce beats, I work with other musicians and producers, I’ve realized that everybody’s approach is different but the end goal is the same and it almost always works out.

Spark: What advice would you give to aspiring musicians who are trying to break into the industry?

Demmi: Work. Don’t just talk, walk the talk. If you say you want to do a project, do the project, finish it and drop it. Don’t worry about the results before you drop the music. It will pay off.

Spark: If you could perform anywhere in the world, where would it be and why?

Demmi: The O2 arena

Listen to Demmi’s new album “Hometwon Hero” on Spotify

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