As Ghana celebrates 68 years of independence, the spotlight turns to one of the nation’s most vibrant and influential sectors; the creative industry.
From the pulsating rhythms of Highlife and Afrobeats to the captivating storytelling of Ghanaian films and the bold designs of its fashion industry, the creative space has become a cornerstone of Ghana’s cultural identity and economic potential.
Yet, amid the glitz and glamour, a pressing question remains: Are Ghanaian creatives truly reaping the financial rewards of their talent and hard work?
In a recent episode of The Market Place’s Show Business segment, host Daryl Kwawu sat down with culture journalist and expert on Ghana’s entertainment and creative economy, Kenneth Awotwe Darko, to dissect the state of the industry, its challenges, and its untapped potential.
Watch playback of interview here:
[embedded content]The conversation began with an overview of the industry’s evolution over the past six decades. Kenneth Awotwe Darko highlighted the significant strides made, particularly in the last 20 years.
“Ghana’s music, film, and fashion industries have expanded beyond our borders, attracting international audiences,” he noted.
“Our musicians are gaining global recognition, filmmakers are securing deals with platforms like Netflix, and Ghanaian fashion is gracing international runways.”
However, Mr Darko was quick to point out that while the industry’s influence is undeniable, its economic impact has not always matched the hype. “Structural challenges still prevent creatives from fully capitalizing on their talent,” he explained. “The growth is there, but the monetization hasn’t kept pace.”
Revenue Streams: Where Is the Money Coming From?
The discussion then shifted to the key revenue streams available to Ghanaian creatives. Darko outlined several sources of income across different sectors. For musicians, streaming platforms like Spotify, Apple Music, and Boomplay have become important revenue sources, though they often pay poorly unless artists achieve high streaming numbers. Other income streams include brand endorsements, performance fees, and publishing deals.
For filmmakers, revenue comes from licensing deals with platforms like Netflix, cinema ticket sales, and sponsorships. However, these opportunities are often limited to a select few. Fashion designers rely on direct sales, international collaborations, and merchandising. Yet, the lack of structured business models often hinders scalability.
Despite these opportunities, Darko emphasized a critical gap: the absence of strong investment structures. “Most creatives operate as individuals rather than as structured businesses that can attract capital and scale up,” he said.
The host raised a crucial question: Why aren’t Ghanaian creatives making as much as they should? Darko identified several barriers. Weak copyright and royalties enforcement mean many creatives don’t get paid for their work due to piracy and inadequate intellectual property laws. Limited investment and funding further exacerbate the problem, as the industry lacks access to venture capital, grants, and other funding mechanisms that could fuel growth.
Additionally, unfair revenue sharing on digital platforms often disadvantages Ghanaian artists, who receive smaller cuts compared to their counterparts in larger markets. Infrastructure gaps also pose a significant challenge, with the absence of local streaming services, robust event spaces, and distribution networks limiting opportunities for creatives to showcase and monetize their work.
He suggested that Ghana could adopt similar strategies from developed countries in and outside Africa by investing in talent incubation, developing funding models, and strengthening copyright enforcement.
Looking ahead, Mr Darko outlined three major shifts needed to transform Ghana’s creative industry into a serious economic powerhouse. First, government support is crucial. More policies are needed to protect and fund creatives, including stronger intellectual property laws and targeted funding programs. Second, the private sector must recognize the creative industry as a viable investment area, providing the capital needed for growth and innovation. Third, creatives must adopt entrepreneurial mindsets, developing scalable business models rather than relying solely on gigs or one-time payments.
As Ghana celebrates 67 years of independence, its creative industry stands as a testament to the nation’s rich cultural heritage and innovative spirit. While challenges remain, the potential for growth and economic impact is immense. With the right policies, investments, and strategies, Ghana’s creatives can not only shine on the global stage but also reap the financial rewards they truly deserve.
As Kenneth Awotwe Darko put it, “The influence is undeniable. Now, it’s time to turn that influence into sustainable economic value.”
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