By: Jeremiah Nutsugah
Ghana’s acclaimed Reggae and Dancehall sensation, Emmanuel Andrews Sammini, popularly known as Samini, has called for a purposeful and strategic approach to promoting Ghanaian songs to attract foreign investments.
During a press briefing held at the Ministry of Information on December 14, 2023, focusing on the “Play Ghana” Initiative’s campaign to address the promotion of local music content, the award-winning artiste urged DJs and industry influencers to prioritise Ghanaian music, particularly during this festive season with multiple Christmas shows lined up.
Among those present at the press briefing were the Ghanaian music sensation Black Sheriff, Hiplife Artiste, Reggie Rockstone, Hiplife Artiste D Black, and DJ Mensah.
“This is a long-overdue call where various individuals have promoted Ghanaian music in their own capacities over the years. We advocate for the necessity of hearing our own music while in our own territory, especially with the multitude of shows happening this Christmas,” Samini expressed, citing Kenya as an example.
Highlighting the importance of the Beyond the Return initiative as an asset for Ghana, Samini emphasised the need to ensure that visitors experience a substantial amount of Ghanaian music during their stay. He cautioned against having visitors predominantly listen to foreign music, questioning what Ghana would be selling to foreigners in such a scenario.
Samini urged the industry to make Ghanaian music more appealing to foreigners, emphasising daily promotion as a key element. He noted that relying heavily on foreign music in Ghana could lead to a disregard for indigenous music, stressing the significance of creating a musical atmosphere that resonates well globally by promoting the rich cultural heritage and the talent present in Ghanaian music.
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