Growing Ghana’s Creative Industry: Learning from the Nigerian Playbook – Frema Adunyame writes

Over the past decade, Nigeria’s creative industry has become a global powerhouse. This is especially true for music and film. From Grammy-nominated Afrobeats stars to Nollywood films on streaming platforms, Nigeria's cultural exports have captivated audiences worldwide.

Nigeria's music industry, particularly Afrobeats, has grown significantly. What was once a regional genre is now streamed globally. It is played in top clubs and featured at major festivals. This rise is due to strategic efforts by artists and government institutions.

Nollywood, Nigeria’s film industry, is now the second-largest in the world by volume. It produces over 2,500 films annually. From humble beginnings in the early 1990s, it has become a multi-billion-dollar sector. In 2021 alone, Nollywood employed around 300,000 people.

This number is expected to quadruple by 2025 according to Jobberman projections. Nollywood's success stems from relatable storylines featuring African faces and themes like family and spirituality. The use of indigenous languages also helps appeal to wider audiences.

Ghana shares a rich cultural heritage but hasn't sustained momentum in the creative sector. We need to learn from Nigeria—not just copy them but adopt effective strategies for ourselves.

One key factor in Nigeria’s success is purposeful investment backed by government initiatives. The Project ACT Nollywood Fund provided grants for production and capacity building. The National Film and Video Censors Board improved content standards through regulation.

In music, initiatives have supported growth as well. Ghana must implement practical policies to support its entertainment industry effectively.

The arts require significant financial backing. Filmmaker Peter Sedufia noted that his movie cost USD 200,000 to produce yet achieved international recognition on Netflix. Ghana needs a Creative Industries Fund to support creators across various sectors.

Infrastructure development is also crucial for Ghanaian creators who often lack access to necessary tools and spaces. We need creative hubs with sound studios and editing suites in cities like Accra and Kumasi.

Currently, the National Theatre of Ghana remains our only ideal venue for live performances but lacks modern facilities. We should prioritize completing projects like the Arts Complex at the University of Ghana.

While Ghana has immense talent, structured support for growth is lacking due to perceptions about the arts. Integrating creative arts into education can help nurture future talent.

We should partner with global institutions for mentorship opportunities as well as provide avenues for graduates to practice their craft immediately after school under national service programs.

Nigerian platforms like Mavin Records have created professional structures for talent grooming and distribution globally. Collaborations with international artists can enhance exposure for Ghanaian musicians too.

Nollywood collaborates with South Africa and Hollywood; we must do more of this too while enforcing intellectual property rights effectively.

Digital platforms are vital for reaching global audiences; Nigerian artists excel at using them strategically through YouTube and Spotify among others.

Ghana must train creators on digital marketing trends while ensuring authenticity in our content creation process.

Promoting national pride in the arts will shift mindsets about careers in creativity.
Schools should encourage children interested in filmmaking or music rather than discourage them.

Nigeria uses Nollywood effectively to promote its stories globally; we can do similar campaigns celebrating our own artists.

Ghana boasts creatives who have held high offices; these examples can inspire parents' attitudes toward artistic careers.

Just as Afrobeats became a global identity for Nigeria, Ghana can build its unique brand rooted in local culture.
Our “December in GH” campaign could expand into more cultural showcases internationally.

Highlife Music represents an important part of our heritage that needs protection and development.
Encouraging young musicians to incorporate Highlife into their works will help preserve this legacy.

In summary, there are no shortcuts to success; it requires vision and commitment from all stakeholders involved.
Ghana must invest real resources into its creative sector seriously if we want it to thrive on a global stage.
Only Ghanaians can tell our stories best—let's ensure they shine brightly when viewed by the world today!

Frema Adunyame is a media professional advocating passionately for creative arts in Ghana.