The creative economy, from the radiant, kaleidoscopic stages of music videos to the intricate stitches of local fashion brands, creative entrepreneurs are shaping culture and commerce.
But beneath the energy and innovation lies a stark reality: many remain cut off from formal financial systems.
Mariam K. Agyeman-Buahin, a fireball Marketer, Brand and Fintech professional, is one of the leading voices addressing this critical gap. Speaking to the media, she emphasised the urgency of developing financial products tailored to the creative ecosystem.
“Creative entrepreneurs don’t fit the traditional mould. They need solutions that reflect how they actually live and work – mobile savings, royalty-backed loans, digital accounting. We must shift our approach,” she said.
Ghana’s creative sector contributes significantly to youth employment, cultural exports and the country’s soft power. However, over 60 percent of creatives rely on personal funds or family support to sustain their ventures, according to a recent Ghana Investment Promotion Centre report.
With inconsistent income streams, lack of formal structures and minimal access to collateral, many creatives are deemed “high risk” by conventional banks. This is where financial inclusion becomes not just a developmental buzzword but a lifeline.
Fintech platforms like PayBox Ghana and Bloom Financial are beginning to change the narrative. By offering mobile-based savings, short-term loans and invoice financing, these platforms are helping creatives manage irregular income and access working capital.
The rise of mobile money has already revolutionised daily transactions; and now, innovators are going further, introducing earnings advances and AI-driven risk assessments that account for a gig-based lifestyle.
“We’re seeing creatives turn data into power,” Mariam added. “Analytics from social media, e-commerce and digital subscriptions are being used to build credibility with investors and lenders.”
Equity crowdfunding is gaining attention as a viable alternative. By allowing fans and backers to invest in exchange for equity, creatives can now raise capital directly from their communities. However, uptake in Ghana remains low due to limited awareness and regulatory ambiguity.
Some start-ups are exploring blockchain and other decentralised financial tools, creating transparency and new opportunities for growth in sectors like music royalties and digital collectibles.
Women remain central to Ghana’s creative economy, yet disproportionately face financial exclusion. Initiatives such as the proposed Women’s Development Bank, microfinance platforms and targeted grants are attempting to close the gap.
Partnerships like the one between Annan Capital Partners and Opportunity International are providing loans tailored to women-led creative businesses, enabling expansion and sustainability.
Despite the 2022 launch of Ghana’s National Creative Arts Industry Policy, implementation has been sluggish. Many stakeholders argue that for inclusion to be meaningful, regulatory frameworks must evolve to embrace non-traditional business models.
Mariam stresses the need for deeper collaboration. “Financial inclusion isn’t just about access, it’s about relevance. We need government, financial institutions and creatives to co-create systems that work.”
Proposed policy changes include tax incentives for creative start-ups, integration of mobile credit scoring into national systems, and government-backed grants for digital upskilling.
Success stories are slowly emerging. Influencers have turned subscription models into revenue streams. Fashion entrepreneurs like Mabel Asante have used digital savings to scale production. Dancers like Dancegodlyod are leveraging data to secure brand endorsements. These examples showcase the power of combining creativity with financial strategy.
About Insider scoop with Mariam
‘Insider Scoop with Mariam’ is a monthly fireside chat series founded by Mariam K. Agyeman-Buahin in January 2025 in collaboration with Papillon Creative Academy and GHUD Park.
Designed to inspire innovation and mentorship across industries, the series empowers emerging entrepreneurs with real-world insights into branding, marketing and sustainable business growth.
Notable sessions have featured thought leaders like Dancegodlloyd, Daniella Zarbo and Nicks Cocktail, offering valuable lessons on authenticity, customer loyalty and experiential marketing.
The initiative also includes ‘Savor & Muse’, a mentorship programme led by Mariam and experts such as Edwin Amoako, providing coaching and practical workshops on digital marketing, financial literacy and entrepreneurship skills typically missing in creative education.
