Beenie Words: Focus
Ghana Music Industry: The hurdles, hope and horizon
From the pulsating rhythms of highlife to the infectious beats of Afrobeats, the Ghanaian music scene has been a dynamic force, making waves both locally and internationally. Yet, beneath the glittering surface of chart-topping hits and star-studded performances lie a series of challenges that could trip up even the most talented artist. Over the past decade, the industry has come into some positive light only deemed by the enormous gains made by Anglophone neighbors Nigeria.
Take FuseODG and Killbeatz, for instance—these trailblazers earned Grammy certificates for their contributions to Ed Sheeran’s Divide, which clinched Best Pop Vocal Album in 2018. Not to be outdone, artists like Sarkodie, Stonebwoy, and Samini have garnered accolades from prestigious platforms like the World Music Awards, BET, MOBO, MAMA, and AFRIMMA, while Kojo Antwi and Shasha Marley paved the way with their KORA Awards triumphs.
The burgeoning interest in Ghana’s creative sector is palpable, with the 2021 Population and Housing Census reporting a leap from 40,000 to over 230,000 individuals in the arts sector since 2010. Among these, the music industry stands as a significant contributor, encompassing everything from performance to promotion.
The 2019 “Year of Return” initiative further spotlighted Ghana, at its launch in washinton in 2019 it was expected to bring in some 1.5 million tourists and generating $1.9 billion in revenue—fueling even greater enthusiasm among the youth to pursue musical careers.
Globalization and technological advancements have reshaped how we perceive and interact with the arts. While these changes open doors and broaden horizons, they also usher in intense competition and reveal the areas where we must improve.
Navigating the Challenges:
The Ghanaian music industry, despite its vibrant rhythms and growing international presence, is grappling with several significant challenges.
Here’s a closer look at the key hurdles it faces:
Weak Industry Foundations: For any industry to flourish, its guiding institutions must be robust and adept at steering it in the right direction. In Ghana, key organizations such as GAPI, MUSIGA, and GHAMRO—essential for industry growth and guidance—are currently hampered by internal conflicts and a lack of engagement from the younger, dynamic individuals who possess the vision and expertise needed to revitalize the sector. Moreover, even the pioneers who helped shape the industry are increasingly distancing themselves from these foundational bodies. Without a united and forward-thinking leadership, the industry struggles to capitalize on its potential and navigate the complexities of the modern music landscape.
Attracting Investment: The industry’s growth potential is stifled by a lack of investment and investors. Without financial backing, many promising artists and projects struggle to get off the ground. Attracting investment is essential for fueling innovation and ensuring the industry’s sustainability and expansion.
Infrastructure Woes: The music industry suffers from inadequate infrastructure, which affects everything from recording studios to live performance venues. Upgrading and expanding these facilities is critical to supporting the industry’s growth and providing artists with the resources they need to succeed.
Training and Development: There’s a pressing need for comprehensive training and development programs for artists. Equipping them with skills in music production, performance, and business management is essential for nurturing talent and helping them navigate the complexities of the industry.
Piracy and Corruption: Piracy and corruption are major issues undermining the industry. Unauthorized distribution of music not only impacts artists’ revenue but also hampers overall industry growth. Addressing these problems is vital for protecting intellectual property and ensuring fair practices.
Legislative Gaps: The current legal framework falls short in protecting the industry from the pressures of globalization. Strengthening legislation to safeguard Ghanaian music and promote local content is necessary to prevent the industry from being overshadowed by international players.
Non Existent Revenue Model: Building a thriving local music economy requires creating an environment that facilitates music sales and revenue generation. This includes developing localized streaming services, supporting labels, and fostering businesses associated with music to ensure a robust financial ecosystem for the industry.
Prescriptions for Success:
Despite the numerous challenges facing Ghana’s music industry, there is a beacon of hope. By adopting a unified approach and collaborating effectively, both the government and industry stakeholders can address these issues and transform the sector from its current struggles to a future brimming with potential.
Diaspora Markets: To expand our reach, we should target the diaspora community of Africans who have a strong interest in music from the continent. By tapping into this market, we can significantly increase our audience base from 30 million within Ghana to approximately 230 million globally.
Major Record Labels: Major labels have the power to revolutionize the industry by leveraging their global networks. Inviting top international labels to invest in and promote Ghanaian music will facilitate global reach and development.
Language Strategy: We should consider incorporating English into our lyrics to connect with the 130 million fluent English speakers in Africa, the 237 million who understand some English, and the 1.7 billion English speakers worldwide. This shift could greatly enhance our international appeal.
Population & Internet Access: Embracing digital platforms and social media is crucial for promoting our music. By doing so, we can extend our reach from a local base of 30 million users to a global audience connected through the internet.
Branding: To distinguish ourselves, we need to develop a distinctive brand for Ghanaian music. By focusing on our unique sound rather than following trends, we can create a brand that stands out and resonates globally.
Government & Investment: It is essential for the government to prioritize the creative arts, with music at the forefront. Investing in the industry and creating a supportive environment through effective legislation will combat piracy, protect intellectual property, and ensure artists receive their due. Music is a powerful tool for promoting culture and national identity, and with the right support, Ghana’s music industry can truly thrive.
Ghana’s music scene is a symphony of vibrancy and potential, harmonizing traditional beats with modern rhythms. Beneath the sparkling surface of chart-toppers and international acclaim lies a composition fraught with challenges. Yet, amidst these obstacles, there’s a crescendo of hope.
It’s time to turn the volume up on collaboration between government and industry leaders. By tackling these issues head-on, Ghana’s music industry can transition from a tale of trials to a triumphant melody of growth and global recognition. So let’s hit the high notes and dance to a future where Ghanaian music not only plays on the world stage but steals the spotlight.
