The #PlayGhana campaign was introduced on Thursday by the Ministry of Tourism, Arts, and Culture in association with the Creative Arts Agency and a few music industry players.
With the flood of diasporans spending their holidays in Ghana, this effort seeks to promote Ghanaian music nationwide before the Christmas “detty December” festivities.
Speaking at the press conference, Gyankroma Akufo-Addo, the director of the Creative Arts Agency, noted that Ghanaian culture, encompassing fashion, art, and cuisine, is dispersed throughout the world by Ghanaians living abroad during the Christmas season, a time when the creative community flourishes. But music always moves slowly.
“We are committing to raising awareness of Ghanaian music among our audiences, beginning at home today. In order to examine our local content restrictions, the Creative Arts Agency will work with stakeholders and members of the television, cinema, and music industries,” she stated.
“Both the Cultural Policy and the Broadcasting Bill must be amended and enforced,” Ms. Akufo-Addo continued. Ghana has to follow our Nigerian neighbors’ lead and enact a 70% local content law for music, movies, and television.
Musicians Smallgod, Samini, Reggie Rockstone, and Black Sherif were also present at the #PlayGhana press briefing to support the campaign. Samini stated that it was time for Ghanaian music to take center stage and that the industry’s promotion has been negatively impacted by the regular playing of foreign music over local tunes.
“We have always argued that when we are in our own region, more of our music should be heard. That is what we observe when we travel to different countries. For example, you will only hear music from East Africa if you travel to Kenya. Of course, there will be an invasion by Nigerians, but that is not the competition in this instance.
This is not a complaint about that. Here, it is not the goal. We’re talking about the reality that, given that Ghana has grown to rely on returns, in particular, if someone comes here and listens to 70% foreign music and 30% Ghanaian music, what music have we marketed to those who have returned? Samini continued.
The hitmaker of “My Own,” who said that Ghanaian music is underrepresented on streaming services, explained that this is because the public has been exposed to other singers instead of their own, as a result of constant exposure to foreign music. It must be a methodical approach. It must be purposeful and strategic, without animosity against any other power or organization. He went on, “Let’s make sure ours is ours, and let’s appeal to the masses.”
Black Sherif, who spoke as well at the event, said that instead of placing blame on anyone, they are aiming for a united front to promote Ghanaian music. “This isn’t a blame game, you know. DJs are not to blame. Artists are not being blamed. We don’t hold customers responsible. It’s a positive step forward for our culture and music as a whole. Play Ghana, then. Greetings.”
Smallgod also clarified that the goal of this endeavor was to raise support for the music industry rather than to incite rivalry with any nation or people.
He hoped that the agenda would be supported by all relevant parties and the general public. “You can play other music; we’re not saying you should play it,” Smallgod continued. “But let the people feel Ghana and feel us.”
