Rapper Sarkodie has urged Ghanaian business executives and wealthy individuals to invest more heavily in local music, saying Nigerian billionaires are more willing to take financial risks to support artistes.
The Ghanaian musician said many of his country’s performers had been forced to develop their careers largely without financial backing, making it difficult to fund major projects and reach international audiences.
Speaking on the When We Sit podcast, the Adonai hitmaker contrasted Ghana’s music industry with Nigeria’s, where he said wealthy businesspeople were more prepared to invest in artistes they believed could succeed.
“What Ghanaian artists do is organic. I give a business plan; even with that, it is hard to get some people to come in,” Sarkodie said.
“But in Nigeria, I think they take a lot of risks; most rich people take a lot of risks to put their people on. If I break down what it takes to do the O2 Arena, you will freak out, but then we still have to do it.”
Sarkodie said the cost of staging a concert at the O2 Arena illustrated the scale of investment required for artistes seeking to build an international profile.
He also recalled a meeting with Nigerian billionaire Tony Elumelu, during which he was surprised to learn how much Elumelu was investing in a Nigerian artiste he regarded as the future of Afrobeats.
The rapper said the encounter showed how wealthy individuals could help artistes develop their careers by providing the resources needed to compete in larger markets.
According to Sarkodie, support from business leaders could make it easier for Ghanaian musicians to produce projects, promote their work and pursue opportunities beyond the country.
He therefore called on Ghanaian executives and wealthy individuals to adopt a similar approach to their Nigerian counterparts and take greater financial risks on local music talent.
Sarkodie said increased investment would help Ghana’s music industry expand its international reach and give more artistes the opportunity to establish successful careers.
