As part of the capacity-building programmes planned by the national leadership of the Musicians Union of Ghana (MUSIGA) to improve the capacities of members in particular musicians, to remain competitive in the music industry, the union organised a seminar at the Virtual Hub in East Legon on Friday September 2, 2022 under the theme “Leveraging Digital Tools for Career Enhancement”.
The project was supported by Music in Africa Foundation. The Music In Africa Foundation is a non-profit organization formed on 27 July 2013 in Kenya. The Foundation is officially registered in South Africa.
The capacity-building seminar equipped industry players from artistes to their management with the necessary skills, expertise and networks to be able to successfully build and manage their brands and also navigate the ever-changing music landscape to enjoy the fruits of their creativity.
Speaking at the seminar on the topic “Brand Management and the Music Industry”, Branding Expert Prof. Emmanuel Osei Akyeampong called on musicians to understand and have a basic knowledge of the Music industry to help them make some headway in the industry.
Prof. Akyeampong said music is not only about the voice or the message but rather is about the branding and the relationship with the targeted audience.
He also urged them to do good music.
“Genuinely if you know when you listen to your music in your room you frown then you have to do a holistic analysis of the uniqueness of your product”.
“Like I said is not only about the voice, is not only about the message but is about the branding, is about your relationship, it is about your networks, so is your product unique”? He asked.
Prof. Akyeampong urged Ghanaian Musicians to know their target audience and use social media to reach out to them.
He also asked musicians to keep their brand promise and stay away from mediocrity.
Technology Consultant Kwabena Offei-Kwadey Nkrumah popularly known as Kobby Spikey Nkrumah also speaking on the topic “Making Money in the Digital Space”, urged Ghanaian Musicians to take advantage of the internet to promote their brands and projects.
He called on the musicians to think global and not just local.
“Think global as we have the Americans, we have Europe, we have Asia and Africa to sell our music”
“We hear and say oh our language can’t break borders but we all dance to Jerusalema, we all dance to Amapiano, we are all listening and singing Nigerian Yuroba songs and Ibo songs but we don’t understand jack” Spikey said.
He again called on the Ghanaian Musicians to do good music and promote it on the internet as they can be successful on other continents as people will be just be jamming to the rythem even if they don’t understand the language.
“Make your Ga music, make your Twi music, make your Ewe music and let it go outside there, why is Atongo Zimba popular out there, why is Wiyaala popular out there?” Spikey encouraged some of the musicians gathered in the Virtual Hub in East Legon.
According to the acting MUSIGA President, Bessa Simons, the seminar forms part of the capacity building programmes to improve the capacities of members in particular musicians, in general, to remain competitive in the music industry.
He also urged the Ghanaian Musician to be vigilant in signing any contract with no memorandum of understanding (MoU) and should also have a business plan.
He again urged musicians to be different with their branding for a successful life.
Bessa Simons expressed gratitude to all the people who made the seminar successful.
The Greater Accra Regional Chairman of MUSIGA Ras Caleb Appiah-Levi expressed his appreciation to the speakers at the seminar.
The National Treasurer of MUSIGA Samuel Kofi Agyemang also used the opportunity to update the members on a grant they are expecting from the Ministry of Tourism, Culture and Arts.
Below are some of the pictures from the Seminar
Story by: Emmanuel Romeo Tetteh / Ahotoronline.com
