Dancehall star Shatta Wale has expanded his brand beyond music into consumer technology, partnering with global mobile device maker Hotwav to launch a new line of smartphones assembled locally in Ghana, with promises of affordability, durability and youth employment.
Speaking at the Labadi Beach Hotel on Thursday (26 February) the musician, born Charles Nii Armah Mensah Jnr, described the move as the fulfilment of a childhood fascination with electronics and a deliberate step toward building jobs and opportunities for young people.
“People will be shocked and ask how come Shatta is moving into the tech world,” he said.
“But I grew up fixing gadgets. I always wanted to open things to see how they worked. This dream has been with me since childhood.”
The new lineup includes multiple models targeted at different market segments, from entry-level smartphones to high-performance and rugged devices designed to withstand drops and water exposure.
Phones “built for every consumer”
Organisers said the portfolio features the Note 16 Pro and Note 13 Max for high-performance users, the A36 as a budget-friendly entry device, and the Cyber series for everyday versatility.
The company also unveiled what it calls “rocket devices” — reinforced phones and tablets built to survive harsh conditions.
“These are not just phones,” a company representative told guests. “They are durable tools designed to solve specific consumer pain points that standard devices simply cannot handle.”
An on-site experience centre allowed participants to test the devices’ shockproof and waterproof claims.
Local assembly, jobs promise
Hotwav Ghana’s General Manager, Philip Brobbey, stressed that the brand is not merely importing and rebranding devices but assembling them locally — a move he said could create jobs across the value chain.
“Hotwav is not a brand that is just placed on a phone,” Brobbey said. “Hotwav operates across Asia and the Middle East and is now expanding in West Africa. These phones are assembled here.”
He added that once fully operational, the assembly plant could support nearly 3,000 jobs in retail, packaging, repairs and distribution.
“The vision is to make sure the youth of this country get opportunities,” he said.
From stage to industry
Shatta Wale framed the venture as preparation for life beyond music and part of a broader legacy project.
“I can’t do music forever,” he told fans. “These are avenues we are taking to empower the youth and build something together.”
He said many fans frequently complain about cracked or damaged phones after concerts, inspiring the push for tougher devices.
At one point, he demonstrated a phone’s durability by tossing it to the ground on stage to show it remained intact.
“We want something strong for the people,” he said. “This is not just business — it’s about building a tech community.”
Market push
Hotwav executives also announced aggressive dealer incentives, including front- and back-end margins, to accelerate distribution nationwide.
With Shatta Wale’s strong fan base — known as the Shatta Movement — the company is betting on celebrity influence and local assembly to carve out market share in Ghana’s competitive smartphone sector.
For the musician, however, the message was broader than sales.
“Forget the negative talks,” he said. “If you’re focused, we can build something big together.”
Asaase Broadcasting Company airs on Asaase 99.5 Accra, Asaase 98.5 Kumasi, Asaase 99.7 Tamale, Asaase 100.3 Cape Coast, AsaasePa 107.3 (Accra).
Affiliates: Bawku FM 101.5, Bead FM 99.9 (Bimbilla), Mining City Radio 89.5 (Tarkwa), Nandom FM 101.9, Nyatefe Radio 94.5 (Dzodze), Sissala Radio 96.3 (Tumu), Somuaa FM 89.9 (Gushegu), Stone City 90.7 (Ho) and Wale FM 106.9 (Walewale).
Listen online: atlanticafricanews.com/, Sound Garden and TuneIn.
Follow us:
X: @asaaseradio995, @Asaase985ksi, @Asaase997tamale, @asaase1003, asaasepa1073
Instagram: asaaseradio99.5, asaase985ksi, asaase100.3, asaase99.7tamale, asaasepa107.3
LinkedIn: company/asaaseradio995. TikTok: @asaaseradio99.5
Facebook: asaase99.5, asaase985ksi, Asaase100.3, asaase99.7, AsaasePa107.3.
YouTube: AsaaseRadioXtra.
Join the conversation. Accra: call 020 000 9951/054 888 8995, WhatsApp 020 000 0995. Kumasi: call 059 415 7985 or call/WhatsApp 020 631 5260. Tamale: call/WhatsApp/SMS 053 554 6468. Cape Coast: call/WhatsApp 059 388 2652.
#AsaaseRadio
#AsaasePa
#TheVoiceofOurLand
