By incorporating sound business strategies and practices, creatives position themselves to generate income from their talents and sustain long-term success in their respective industries.

Sometimes, what resonates with an international audience does not necessarily align with the cultural values and preferences of the local audience. Building a brand that truly connects with the local community is essential for long-term success.

Focusing too much on gaining international recognition sometimes dilutes the authenticity of a brand. Creatives need to stay true to their roots and tell stories that are genuine and resonate with their local audience.

Relying solely on international validation is not sustainable in the long run. Building a strong local following and support system provides a more stable foundation for a brand’s growth and success.

Understanding the local market dynamics, consumer behavior, and competition is crucial for building a successful brand. While international recognition brings opportunities, it’s important to first establish a strong presence at home.

Veteran Highlife musician, Rex Omar, has urged Ghanaian creatives to shift their focus from seeking international validation to investing in their personal and professional growth.

He believes relying on international approval is a misguided approach that burdens local talents.

“If we are able to harness our talent and export the creative content, we will get that international validation. This is because when you have a product and you want it to be good, you improve upon it. As you are marketing it, if it is a global product, people will accept it and that is a validation.
“So you don’t necessarily have to go to the UK or the US to be known there because nobody will actually even push you since everybody is pushing their own.”
Rex Omar

While international validation provides exposure and opportunities for Ghanaian creatives, it’s important to strike a balance and not overlook the importance of building a strong local brand that is deeply rooted in the culture and values of the community.

Government Urged to Create Policies to Back Creative Industry’s Growth

The creative industry plays a crucial role in driving economic growth, fostering innovation, and promoting cultural diversity.

Recognizing its significance, the government should create policies that support and enhance the growth of the creative industry.

Strengthening intellectual property laws and enforcement safeguards the rights of creative professionals. This ensures that their work is properly recognized, incentivizing innovation and creativity within the industry.

Investing in education and skills development programs specific to the creative industry nurtures talent and enhances the sector’s competitiveness. It includes offering specialized courses and training programs in areas such as design, animation, film production, and digital media.

Facilitating international collaborations and promoting exports of creative products and services expands market opportunities for the industry. The government supports participation in international trade shows, provides market intelligence, and establishes trade agreements to foster global partnerships.

Investing in infrastructure that supports the creative industry, such as cultural centers, performance venues, and production studios, creates a conducive environment for creative activities. This infrastructure attracts talent, facilitates collaboration, and provides platforms for showcasing creative works.

Rex Omar advised stakeholders, including the government, to create policies that foster a supportive environment for the creative industry.

He emphasized the importance of a robust policy framework that would enable creatives to thrive domestically and internationally.

“As a matter of urgency, we need to get a policy framework and projects that will harness our talents. According to Statistics, almost 60 percent of our population is youth. And if you do research, you realize that most of our youth are in the creative industry.
“In a country that we have a lot of unemployment, it is very important that we intentionally create opportunities for these teeming youth be it in the music, filmmaking, content creation, fashion, broadcasting, design, publishing, advertising spaces.”
Rex Omar

By implementing these policies, the government creates an enabling environment for the creative industry to thrive, driving economic growth, job creation, and cultural enrichment.