Ghana was supposed to lead the Afrobeats takeover of the world, but we lost that chance to dominate the global market. Hiplife became a movement, Azonto sent shock waves around the world, and we did all with virtually no budget.
It was all organic, and we sat down and let Nigeria grab it and run with it. Now, Burna Boy is selling out Citi Field and O2 Arena.
The year of return initiative was a master stroke that has transformed Ghana into the undisputed destination for all black people in the diaspora with its own name and identity. Something that is projecting the name of Ghana and raking in millions.
We have built a brand “Detty December” that has become a global phenomenon, raking in millions of dollars and positioning Ghana as the heartbeat of the world every December.
But instead of protecting this hard-won soft power, we are witnessing a classic display of administrative arrogance.
In a move that can only be described as a “professional own-goal,” the Director of Diaspora Affairs at the Office of the President, Kofi Okyere Darko, decided to trash the term “ Detty December”. It is clear that he is disconnected from the culture he is supposed to be marketing.
Let’s be clear
•Detty is a West African slang that playfully describes a vibe that is excessively fun, wild or unrestrained
- It is now a global brand. People don’t book flights from New York, London, Jamaica and Lagos for a “Hygiene December”
- The vibe in the name is organic, and that is why the world is excited about it.
To have a high-ranking official torpedo this identity is not just disappointing; it is dangerous, and it is telling the world that Ghana’s leadership doesn’t actually “get” the people they are trying to attract.
Now, while we are busy arguing over semantics, our Naija brothers are lurking in the wings. Nigeria is already launching an offensive to reclaim the December tourism crown. They don’t care if the term is “detty”, they care that the hotels are full and the economy is buzzing.
Bottom line is, K.O.D needs to understand that his job is to amplify the culture, not castrate it. Stop trying to fix what isn’t broken. If the world wants to come to Ghana for a “Detty December,” give them the best “Detty” experience they’ve ever had.
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