We’ll create platforms to mentor up and coming musicians – Ayariga

Dr. Hassan Ayariga, the flagbearer of the All People’s Congress (APC), has indicated in his policy statement for the creative arts that he will create platforms to groom upcoming artistes, if he wins the December 7, 2024 election.

In his policy ideas which cover areas of artiste education, innovation and investment, he indicates that his “APC will build platform for artistes and producers to mentor upcoming talent, help them refine their skills and understand the industry and create platforms in each region to mentor upcoming musicians from infancy to adulthood.”

He continues that they “shall create an online radio platform for the upcoming artiste to sing/rap through the phone and microphone.”

According to Dr. Hassan Ayariga, improving the music industry in Ghana requires a multi-faceted approach involving artistes, industry professionals, government, and other stakeholders, a reason for putting together the policy ideas for the arts.

Below are 10 key strategies that APC government intends to adapt to help boost the growth and global recognition of Ghana’s music industry:

(1) APC will build modern studios and infrastructure to support the industry and Invest in Music

Education and Talent Development.

A. Music Schools and Workshops

The APC Government will establish new modern musical schools, workshops, and training programs that focus on the technical, creative, and business aspects of music.

B. Mentorship Programmes

APC will build platform for artistes and producers to mentor upcoming talent, help them refine their skills and understand the industry and create platforms in each region to mentor upcoming musicians from infancy to adulthood. We shall create an online radio platform for the upcoming artiste to sing/rap through the phone and microphone.

(2) APC will Create market opportunities for musicians to Leverage Digital Platforms

A. Create market opportunities for musicians.

The APC will encourage and support Ghanaian artistes to take advantage of global streaming platforms like Spotify, Apple Music, and YouTube to expand their reach beyond the local market.

B. Social Media platforms for Musicians

The APC government will introduce social media platforms for musicians to leverage platforms like TikTok, Instagram, and Twitter to promote their work and engage with international audiences.

C. Monetization: Artistes should explore various ways to monetize their content digitally, such as selling music, offering exclusive content, and collaborating with brands.

(3) Enhance Production Quality

A. Professional Studios

Invest in more high-quality recording studios across the country to ensure Ghanaian music

meets international production standards.

B. Producer Artiste Collaboration

The APC government will encourage more collaboration between artistes and top tier producers to ensure music is produced at a competitive quality level.

C. Technical Expertise

APC will task the industry to provide training for sound engineers, producers, and music video directors to improve overall production value.

(4) Strengthen Intellectual Property Rights

A. Copyright Enforcement

APC will strengthen copyright laws and enforcement to protect artists’ intellectual property and ensure they are properly compensated for their work.

B. Awareness Campaigns

APC government will put up musical training institutions to educate musicians and industry players about the importance of registering their work and the legal means to protect their creations. Provide legal support for licensing, contracts, royalties for the industry.

(5) Create Platforms for Music Exposure

A. APC will create platforms for the music industry to explore local and international festivals, organize more local music festivals, concerts, and showcases that give Ghanaian artists a platform to perform and attract international recognition.

B. Collaborations with International Artistes

Encourage and facilitate collaborations between Ghanaian artistes and international stars to increase visibility on the global stage. We will encourage local media to prioritize playing and promoting Ghanaian music, including on TV, radio, and online platforms.

(6) Support from the APC Government and Private Sector

A. APC will create a music production fund

The APC government will collaborate with private organizations, investors to provide financial support for artists, music festivals, and industry events.

B. Export Policies

We will introduce development apps and policies that will make it easier for Ghanaian musicians to tour and distribute their music internationally.

C. Public-Private Partnerships

Foster partnerships between the government and private sector to create infrastructure and

opportunities for musicians.

(7) Build a Strong Music Industry Network

A. Industry Unions and Associations

The APC will strengthen associations like MUSIGA (Musicians Union of Ghana) to advocate for the interests of artists, address industry challenges, and organize collective bargaining.

B. Collaboration among Stakeholders

Encourage collaboration between artists, managers, promoters, producers, and other industry professionals to create a more unified and thriving music ecosystem.

(8) Promote Ghanaian Music Globally

A. Cultural Diplomacy

Use music as a tool for cultural diplomacy by promoting Ghanaian music through embassies, international festivals, and events.

B. Global Recognition

Focus on pushing for international awards and recognition, such as the Grammys and other music accolades, to put Ghanaian music on the world map.

(9) Diversify Music Genres

While Afrobeat and Highlife are dominant, the APC will encourage Ghanaian artistes to explore other genres like hip-hop, jazz, gospel, and reggae to reach a wider audience. Create platform to exchange knowledge

(10) Develop the Business Side of Music

A. Music Management and Marketing

Train music managers and marketers to help artistes navigate contracts, brand themselves, and effectively market their music.

B. Music Distribution Networks

Build stronger distribution networks to ensure Ghanaian music is available both locally and globally, including physical sales and digital downloads.

C. The APC government shall establish a Music Royalty Collection Agency to ensure fair compensation and collection for artiste. We shall develop a National Music Industry Database to track industry growth and trends.