Listen to the full episode with Christina Carmel, How to effectively do business in the African Music industry: https://thesoundofaccra.com/episode/how-to-effectively-do-business-in-the-african-music-industry-x-christina-carmel-s6-ep10
In this snippet, we explore with African Music and Entertainment Industry Expert, Christina Carmel, why Ghana is seeing its top creators, promoters and influencers being sought after by other African countries such as Rwanda and South Africa. The conversation uncovers the strategies behind cross-border talent acquisition, the role of Ghana’s tourism and media industries, and the untapped potential of local influencers.
Discover what Ghana can do to retain its homegrown talent, maximize the long-term impact of initiatives like the "Year of Return" and boost its reputation on the global stage.
Topics
- The current wave of Ghanaian influencers and promoters being recruited by other African nations
- Strategies used by Rwanda and South Africa to attract top Ghanaian talent
- The impact of social media influencers versus traditional tourism campaigns
- Lessons learned from the "Year of Return" and why Ghana needs long-term thinking
- Actionable recommendations to help Ghana retain and empower its creative community
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🎙 About the Podcast
The Sound of Accra Podcast was established six years ago by Adrian Daniels in January 2020, on the back of running networking events in Accra and launching a failed online platform for Ghanaian tourists, visitors and business people. The show spotlights Ghanaian Entrepreneurs, Founders and Creatives worldwide with the aim of leaving listeners with meaningful takeaways to apply to life, business and career. The mission is to showcase Global Ghanaian Excellence.
[00:00:00] because now look at Rwanda. So yeah, so if you're smart enough to be like a company like Kozo and you understand strategy, then you put yourself ahead of the curve because now that Kozo has gone to open a branch in Rwanda, Rwanda is just building out their tourism. They're getting ahead of the game. Rwanda, smart, took another initiative, taking out Ghanaian social media influencers to go and test out different, different tourism in different parts of Africa. So like Rwanda took, so African, I know Wesley's
[00:00:29] just gone to South Africa. Even I find it a bit like Ghana because I don't, it's good for Africa as a whole but for me it's just like wow, so Ghana is really just letting some of their big boys go like that. Do you see what I'm saying? So you feel like Ghana is losing some of their own talent to other countries in a sense? You're using some of the biggest promoters in their lane to promote other African countries. How do you feel about that?
[00:00:56] That's what I'm saying. I think as an African initiative, they're smart. Head of the game. But if I was like the head of tourism or I'm calling, I said this, I'm calling them into the office. Hey, how are you doing? Glass of champagne on arrival. Do you want joloff or fried rice? I'm going to sweeten them. They are being used to promote and encourage groups of people to leave and go.
[00:01:22] And this is what Rwanda looks like, guys. Come on, let's go. If Joshua, South African goes, we're all going. Do you see what I'm saying? If South Africa says let's go, we're all going. And they know this. So that's why for me, I'm just like, let's, other African countries are shining their eye. We too, let's not drop the ball. And I think this is an amazing place we are in history of the world because now we've got to a stage where creators are now calling the shots over traditional media.
[00:01:51] And I want to bring this full circle where I found it interesting where you were going after MTV, Sky, rather when you now have YouTubers, I mean, people now pushing the content more on YouTube and other independent platforms. So when it comes to things like tourism, you know, you know, the YouTubers and people that are social media influencers, they're running the game. And so I think, you know, in terms of Ghana, I mean, there are ways that we can push tourism a lot better. And I think it's, I don't think we're really maximizing on it.
[00:02:19] Again, the year of return, I always bring that as an example of how, yeah, it did great, but we didn't really maximize it as much as we're sure it's that particular year. When you hear it during that period, it's phenomenal. The traffic was insane though. But to be honest, I remember DJ copied a text and I'm stuck in traffic. Right. And it was, it was, and I do, and I will say this, like for me, I will say year of return was a very smart initiative. We, we, we have to give it to that. We have to, it was a smart initiative.
[00:02:48] If we're going to sit here and say it wasn't, it's, it's, it's, again, it goes back to strategy. It goes back to, you start something, it steps. So you start something and you, you map it out for five years. What does five years look like? Okay. Now what does 10 years look like? And I think for Ghana, it was, we just focused on the five. And I think now we've passed that. Like, so we've done three years now. And I think now it's like there was part of our mentality. Really.
[00:03:17] We don't ever think about the longterm. We just think about the now. So now we're seeing the longterm effects and some positive, some negative, more negative now than positive, but it started off strong. And so that's where I'm always a bit like, we cannot say it wasn't a good, we can't say it wasn't a good initiative. Yeah. No, it was, it was a good initiative. Of course. It could have been bail, but it was a good initiative. Okay, cool.