Speaking to Sudan’s Al-Nahar newspaper, Adam said most artists rely on reactions rather than structured planning. Few develop annual strategies for releasing new work, organising concerts or producing music videos. The absence of variety and the failure to present fresh material, he added, has created artistic stagnation and weakens their chances of expanding their reach or building a stable fanbase.
Adam pointed to singer Iman Elsharif as an example of this problem, saying she approaches her art in an emotional and reactive way, often mirroring what others produce without real innovation. He argued that her latest music video adds nothing to her artistic journey and speaks to a very narrow audience, a situation he described as “artistic confusion” that limits her ability to grow.
He added that Elsharif would benefit from returning to her earlier musical style, especially her past collaborations with poet Amjad Hamza, which gave her a brighter presence and positioned her within the light pop genre. That phase, he noted, helped her achieve wider recognition, unlike her recent choices that confined her work to a narrow scope. Returning to that path, he said, could open greater space for impact and artistic success.