“Ghana Music No Dey Pay” Is a Myth — Here’s Why
We’ve heard it time and time again in this industry: “Ghana music no dey pay!” But honestly, I call cap.
I firmly believe that what we used to call “Ghana music” no longer exists—at least, not in the way we once knew it. Maybe it did in the past, when legendary bands headlined international festivals and appeared on magazine covers across the globe. Back then, it was more than just music; it was a movement—anchored in tradition, sound, and cultural pride.
But the times have changed.
We’re now in an era shaped by access, digital disruption, and global collaboration. The Ghanaian music landscape has evolved significantly, influenced by the intentional efforts of music executives in more developed markets. Our artists now operate with tools, platforms, and networks that rival those anywhere else in the world—yes, even with the occasional regional challenge.
It’s been thrilling to witness this transformation. Talented Ghanaian creatives are teaming up with forward-thinking managers and labels to take their music beyond borders.
The Real Challenge? Monetization.
Despite all this progress, one major challenge remains: making money.
Today, most artists still rely heavily on investors, sponsorships, and brand deals to survive. But let’s be clear—that’s not sustainable in the long term. A thriving music career should ideally be supported by:
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Streaming revenue
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Ticket and merch sales
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And above all, direct fan support
That’s the long game. And yes, it’s very achievable.
Upcoming Artists, Here’s the Blueprint
If you’re an emerging artist in Ghana, make this your goal.
Plan for it.
Build with it in mind.
Leverage communities to grow your fanbase. Explore every studio and stage available to refine your craft. Surround yourself with creatives and professionals who challenge you and open doors. And most importantly, position yourself to sell your music globally—not just locally.
The Magic Word Is: Collaboration
Tap into the frameworks being built right now by innovators like:
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Spotify
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Vibrate Space
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iMullar
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Camouflart
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And other community-first platforms
Ride the wave while it’s still forming. Connect with your global tribe early. That kind of organic growth not only generates revenue, it also attracts meaningful investor attention.
Let’s not forget the growing number of music service providers available today. Platforms like Tieme Music and OneRPM offer valuable tools for:
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Production
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Content creation
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Marketing
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Bookings
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Full-scale management support
Use them. Collaborate. Outsource wisely.
Final Thoughts
The music industry is a multibillion-dollar business, and Ghanaian artists deserve a seat at that table.
The talent is here.
The infrastructure is coming together.
All that’s left is execution.
Or like Tibu said: “Option 4—and I dash!”
So let’s get to it. Let’s get cashing out, chale.
