By Degraft OSEI
In the heart of Accra, a young designer blends traditional kente patterns with modern streetwear, while a filmmaker in Kumasi captures stories rooted in local culture but infused with global appeal. These creators are part of Ghana’s vibrant creative sector, a powerful engine of economic potential and cultural influence. Yet, systemic barriers—limited funding, inadequate infrastructure, and inequitable digital platforms—threaten to stifle their growth.
As someone who grew up in Ghana and has worked globally, I’ve seen the untapped potential of the creative economy firsthand. Whether it’s the pulsating beats of Afrobeats, the bold designs of Ghanaian textiles, or the compelling narratives of Nollywood-inspired cinema, the creativity emanating from this region has the power to shape global culture. But realizing this potential requires systemic change.
The Value of Ghana’s Creative Economy
Ghana’s creative industries contribute significantly to its GDP, employing thousands and serving as a bridge between tradition and innovation. From music and fashion to art and film, these sectors not only preserve cultural heritage but also drive economic growth. Afrobeats, for instance, has become a global phenomenon, with artists like Sarkodie and Stonebwoy leading the charge.
Yet, despite their success, many creators struggle to monetize their work sustainably. For example, a fashion designer in Accra may receive global acclaim but lack access to the financial resources needed to scale their business. Similarly, a filmmaker might gain critical recognition but find distribution channels limited to local markets, curbing their economic potential.
Digital Platforms: A Double-Edged Sword
Digital platforms have given creators new tools to share their work, but they often come with challenges. Algorithms that prioritize engagement over diversity tend to amplify content from established markets, leaving creators in emerging regions struggling for visibility. Monetization tools, where available, are frequently inaccessible due to geographic restrictions or high transaction fees.
Luupli, a soon-to-launch London-based social media platform, offers an alternative. The platform prioritizes creators from underserved regions by providing tools for content ownership, transparent monetization, and fair algorithms. For example, a photographer in Kumasi can upload their work, license it for use, and earn royalties whenever it’s shared. These features not only empower creators but also challenge the inequities perpetuated by traditional platforms.
What Ghana’s Creative Sector Needs
To unlock the full potential of Ghana’s creative industries, systemic challenges must be addressed. Here’s what’s needed:
Affordable Digital Infrastructure High data costs and unreliable internet connections remain significant barriers for creators. Governments and private companies must invest in broadband networks and subsidized connectivity to ensure creators can share their work without financial strain.
Access to Funding Many creators rely on personal savings or informal loans to fund their projects. Establishing grants, microloans, and creative venture funds can provide the financial support needed to scale their businesses.
Education and Mentorship Digital literacy is crucial for navigating platforms, negotiating contracts, and protecting intellectual property. Workshops, online courses, and mentorship programs can equip creators with the skills needed to succeed in the global economy.
Equitable Platforms Platforms must design systems that prioritize diverse voices and ensure fair compensation. Luupli’s approach, for instance, demonstrates how algorithms and monetization tools can be reimagined to uplift creators from underserved regions.
The Role of Governments and Brands
Governments must recognize the creative economy as a vital driver of growth. Policies that protect intellectual property, incentivize investment, and support infrastructure development can create an enabling environment for creators.
Brands, too, have a role to play. By partnering with local creators, companies can build authentic connections with audiences while supporting economic growth. For example, a global fashion brand could collaborate with Ghanaian designers to produce collections that celebrate local heritage. These partnerships must be equitable, offering creators fair compensation and opportunities for growth.
A Vision for the Future
Imagine a world where Ghana’s creative sector thrives on a global stage. A musician in Accra could stream their music to audiences worldwide, earning royalties with every play. A filmmaker in Kumasi could premiere their work on an international platform, receiving both critical acclaim and financial reward. A textile designer in Ho could partner with a global brand, showcasing Ghanaian craftsmanship in fashion capitals like Paris and Milan.
This vision is not just aspirational—it’s achievable. But it requires collective action from platforms, governments, brands, and creators themselves.
A Call to Action
Ghana’s creative sector has already proven its resilience. What it needs now is support—systems, tools, and investments that enable creators to realize their full potential. Platforms must prioritize inclusivity and equity, governments must invest in infrastructure and education, and brands must recognize the value of authentic voices.
For me, this is deeply personal. Growing up in Ghana, I saw the power of creativity to inspire and transform. Today, as someone who works at the intersection of culture, technology, and innovation, I believe in the potential of Ghana’s creators to lead a global movement.
The future of the creative economy is here. Let’s ensure Ghana is at its heart.
Degraft Osei is the co-founder and chairman of Luupli, a revolutionary social media platform that empowers genuine self-expression and promotes authentic human connections. He has extensive experience in the hospitality, tourism, and technology sectors in the United Kingdom. He can be reached via degraft@luupli.com
