BY ISSAH OLEGOR
Ghanaian rap star Sarkodie has challenged wealthy individuals and business executives in Ghana to invest more aggressively in the country’s music industry, arguing that local artistes often struggle to secure financial backing while their Nigerian counterparts benefit from investors willing to take significant risks on their careers.
Speaking on the When We Sit podcast, the award-winning rapper said many Ghanaian musicians are forced to finance their own projects despite having business plans that could attract commercial investment. He contrasted this situation with what he sees in Nigeria, where wealthy individuals are more prepared to commit money to artistes they believe have the potential to achieve international success.
“What Ghanaian artistes do is organic. I give a business plan; even with that, it is hard to get some people to come in. But in Nigeria, I think they take a lot of risks; most rich people take a lot of risks to put their people on,” Sarkodie said.
The rapper also pointed to the substantial financial commitment required to stage major international concerts, using London’s O2 Arena as an example of the scale of investment involved in taking Ghanaian music to a global audience.
According to Sarkodie, the resources required to organise such performances can be considerable, even for established musicians.
“If I break down what it takes to do the O2 Arena, you will freak out, but then we still have to do it,” he said.
His observation underscores the financial pressures associated with international expansion, where artistes may have to cover production, promotion, logistics and other operational expenses before they can fully realise the commercial benefits of a major show.
Tony Elumelu Encounter Shapes His Argument
Sarkodie also recounted an encounter with Nigerian billionaire and business executive Tony Elumelu that helped illustrate the level of financial commitment he believes can make a difference in an artiste’s career.
According to the rapper, he was surprised when Elumelu disclosed how much he was investing in a Nigerian artiste whom he regarded as representing the future of Afrobeats.
However, Sarkodie’s account did not identify the artiste involved or specify the amount Elumelu was investing. The example, therefore, illustrates the rapper’s broader point about investor confidence rather than establishing the details of a particular investment deal.
