Ghanaian artistes face challenges in their global strategy, mainly due to a fragmented, underfunded, and inward-facing music ecosystem. The country lacks government involvement in creative export compared to peer countries, and support is often symbolic rather than strategic. However, there are signs of progress, with artists like Black Sherif gaining international traction through emotionally resonant storytelling and digital momentum.
Some key issues hindering Ghanaian artistes’ global reach include:
– Limited Ecosystem Collaboration: Labels, managers, media, and brands need to work together to amplify Ghanaian music globally.
– Data-Led Decision Making: Streaming analytics and audience geography should inform release strategies and touring plans.
– Artiste Intent: Global success requires deliberate choices, such as language selection, branding, and touring discipline.
On the other hand, partnerships like Virgin Music Group’s collaboration with MiPROMO aim to elevate Ghanaian music globally, providing artists with access to international audiences, marketing strategies, and resources for sustained careers.
