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Creative Arts Council holds masterclass to market Ghana music to the world


As part of its series of Return Conversations, the Beyond the Return Secretariat in collaboration with the Creative Arts Council held a masterclass on innovative ways to market Ghanaian music across the world.

The encounter which had in attendance music stakeholders and the media was held at the conference hall of the Accra Tourist Information Centre on November 24, 2020.

On the panel were the President of the Creative Arts Council, Mark Okraku-Mante, American electric blues guitarist, singer, songwriter and record producer Vasti Jackson, American DJ Malcolm Xavier, Senior Integrated Media Specialist at Radio One-USA, Coriya Burns, President of Sony Music’s Since ’93, Glyn Aikens and music
educator Dontae Winslow.

Moderated by Frank Owusu Kwabena (Franky 5) of Hitz FM, the panellists shared their knowledge on how Ghanaians in the music industry can harness their craft and consequently cross boundaries.

DJ Malcolm Xavier said he was ready to connect with Ghanaian musicians who want their songs played on his radio shows. He, however, urged Ghanaian musicians to note that because the world is connected through the internet, they should make sure they put out quality work.

Vasti Jackson admonished musicians to learn about the business side of the music career so they are not exploited. He admonished them to enrol in online courses to broaden their scope, not only in the artistry but in how to market their music.

Another point made by the President of Sony Music’s Since ’93, Glyn Aikens was the need to create a bond between the Ghanaian music space and others abroad, stressing that crossing boundaries can best be done by having collaborations in all facets of the business ecosystem. He also reiterated the need for artistes to made experience team of people to help push their craft.

Coriya Burns, the Senior Integrated Media Specialist at Radio One-USA, advised Ghanaian musicians to make sure all their online uploads come with revenue.

For music educator Dontae Winslow, musicians should let their creativity be of prime importance than making money. He said too much focus on the money may not bring it all.

Okraku Mante, the President of the Creative Arts Council also emphasised the importance of making use of culture to shape the structure of the industry through its strategies.

This comes after the first Return Conversation which was held at the Kempinski Hotel in Accra in September.

In attendance were musicians like Krymi, Kobby Psalm, Amerado, Jayana, among others.

The masterclass was organised by the Ministry of Tourism, Arts and Culture, in collaboration with the Creative Arts Council, Beyond the Return Secretariat and the Bridge Zone Africa.

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