Kwame Baah, Ghanaian music entrepreneur and CEO of Yve Digital, a music aggregation platform, has called on the government to reconsider its approach to supporting the music industry.
Baah suggests that the government should directly invest in musicians rather than channel funds through music institutions.
In an interview, Baah emphasized the pivotal role musicians play in promoting Ghana's tourism, asserting that direct investment in artists could yield significant returns for the government.
“The government should invest directly in the artiste and not go through these music institutions. When the government invests in artistes directly, they can get the needed global mileage.
I believe the government would recoup their investments more than threefold if they took up this initiative, and this is even evident with the success of the Year of Return initiative,” Kwame Baah stated.
Highlighting the importance of musicians in boosting tourism, Baah noted that artists serve as unique personalities capable of promoting Ghana on the international stage.
“More has to be done to help artistes promote themselves on the international stage. We all remember how Sarkodie's speech at the BETs triggered massive global interest in Ghanaian music,” he added.
Kwame Baah's advocacy for direct government investment comes after he was honored as the Best Music and Entertainment Personality at the 2023 Forty Under 40 Achievers Awards, solidifying his influence in the music industry.