The Ghanaian creative industry, encompassing music, film, fashion, and visual arts sectors, has long been heralded as a vibrant and dynamic space, rich with cultural heritage and potential for economic growth.
However, despite its promise, the industry faces significant challenges that hinder its progress. One of the most pressing issues is the pervasive negativity surrounding discussions about the sector.
Ghana’s creative industry is a melting pot of talent and innovation. With rich storytelling, music, and art history, it has produced globally recognized figures such as Osibisa, Sarkodie, and Amma Asante.
The film industry, often referred to as “Ghallywood,” has gained traction with local productions and collaborations with international filmmakers.
The fashion industry, too, is on the rise, with designers like Osei-Duro and Christie Brown gaining international acclaim.
Despite these successes, the industry grapples with systemic issues that stifle growth and creativity.
Many have attributed the lack of funds, government support, logistics, and resources, among others, as what is stalling the growth of the Ghanaian creative industry. But, rapper and actress Givtti ShanDon believes until the sector is free of toxicity, it will continue to struggle.
She is advocating for a conducive, enabling, supportive, and inclusive environment for artists in the creative space to operate to scale up their growth and development.
“We often talk about how the industry is not growing but it is these things that stall our growth. How can one who keeps being body-shamed feel right to enter a booth to make music? We need to keep the space safe,” she said.
In some circles, creative careers are not seen as viable or respectable, leading to a lack of support from families and communities. This stigma deters young talent from pursuing creative paths, thereby stifling the industry’s growth.
Artists and creators struggle to secure funding for their projects, leading to a lack of resources for quality production. This financial strain often results in subpar outputs, which can perpetuate negative perceptions of Ghanaian creativity.
Implications of Negativity on Progress
The pervasive negativity within the Ghanaian creative industry has several implications.
When artists and creators feel discouraged, it stunts the overall growth of the industry. A lack of investment in talent and projects leads to fewer innovative ideas and productions, ultimately resulting in a stagnant creative landscape.
As negativity permeates the industry, many talented individuals seek opportunities abroad, leading to a brain drain. This exodus of talent diminishes the local creative scene and hinders the development of a robust industry.
However, without a positive and supportive environment, the country risks missing out on the economic benefits that a thriving creative sector brings, including job creation and increased tourism.
The ‘We Don’t Play’ and ‘Ego’ singer appealed to the gatekeepers of the sector, such as pundits, to start by cutting down on insults during their submissions.
“When people like that are guilty of these things, it gives the fans the chance to also do the same as they begin to see these acts as normal.
“The same applies to us, the moment we start body shaming and calling each other names when we do not agree on issues, our fans will follow suit. It is only when we clean our homes that we can go out and tell others how to clean theirs.”
Givtti
Despite the challenges, there are pathways to fostering a more positive and progressive environment in the Ghanaian creative industry.
Shifting societal perceptions of the arts through education and advocacy helps elevate the status of creative careers.
By highlighting the successes of local artists and the economic potential of the creative industry, more young people would be inspired to pursue creative paths.
Givtti is one of the artists who has, over the period, stayed out of drama and kept a good image. She revealed that it is because she minds her business.
“Staying genuine to yourself is crucial in maintaining a good image. People are often drawn to authenticity and can sense when someone is being insincere,” she stated.
The Ghanaian creative industry holds immense potential, but it cannot thrive in an environment overshadowed by negativity.
By addressing the systemic challenges and fostering a culture of positivity and support, stakeholders pave the way for progress.
The journey is fraught with obstacles, but with collective effort and a commitment to change, the future of the Ghanaian creative industry will be bright and prosperous.
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