GHANA’S music industry is gearing up for a major transformation with the upcoming launch of its first-ever local music streaming platform, announced by Vice President Mahamudu Bawumia. The platform, set to debut in November 2024, is designed to provide Ghanaian musicians with fairer earnings from their work, a challenge they’ve faced on international platforms like Spotify and Apple Music.
The introduction of a local streaming service is poised to propel Ghana’s music industry into the spotlight, especially at a time when streaming revenue in sub-Saharan Africa is surging. In 2023 alone, the recorded music market in the region grew by an impressive 24.7 percent, largely thanks to increased streaming activity. While South Africa remains the dominant player, accounting for 77 percent of regional revenues with a growth of 19.9 percent, Ghana has a much smaller share compared to Nigeria, whose booming music industry generated around $39bn and gained significant international recognition.
Platforms like Audiomack and Boomplay have been instrumental in Nigeria’s success, focusing heavily on local artists and catering to regional tastes. Ghana’s music scene, while vibrant and filled with immense talent, has struggled to achieve the same impact due to the absence of a dedicated platform that effectively supports local talent. Ghanaian artists have found themselves receiving only a small portion of earnings from global streaming platforms, leaving the industry underfunded.
Bawumia’s initiative aims to correct this imbalance by providing a robust catalogue of local music and a reliable system for tracking royalties. This will ensure that Ghanaian artists can better monetise their work, gaining a fair share of the revenue they generate.
However, despite its promise, the new platform will face significant hurdles, including how to monetise effectively and attract users in a competitive market. Nigeria’s success in the music streaming arena has been attributed to its strong marketing strategies and a fiercely loyal fan base. For Ghana’s new platform to thrive, it will need to replicate that level of community engagement and develop a strong identity that resonates with local audiences.
Ghana’s music streaming platform could open doors for a new generation of artists, providing them with the resources and infrastructure needed to compete on a global scale. With the platform set to launch in November 2024, the next phase of Ghana’s music revolution is just around the corner.
