Politics in Ghana has always been described as a “dirty game”, filled with mudslinging and grand promises, often overshadowing meaningful policy discussions.
This is especially true in the creative arts sector, which has become a battleground for political parties vying for the support of celebrities, artists, and their fans with bold promises of reform.
As the upcoming election cycle approaches, the two major contenders—the New Patriotic Party (NPP) and the National Democratic Congress (NDC)—have once again shifted their focus to the entertainment industry, each presenting their vision as the key to unlocking the sector’s potential.
The NPP, as the incumbent party, has partnered with a private entity to launch a streaming app, touting it as a game-changer for Ghanaian music.
The promises include prioritizing local content, amplifying the reach of Ghanaian artists, and improving revenue retention within the music industry.
On the other hand, the NDC has proposed a pay-per-view television channel, with party communicator Abeiku Santana leading the charge.
The channel would allow viewers to pay directly for content, focusing on live events and shows featuring Ghanaian entertainers.
The NDC claims that this model would provide more direct compensation for artists and create new monetization opportunities for live performances.
While both proposals seem promising on the surface, the public discourse surrounding them leaves much to be desired.
The adversarial rhetoric between the two parties does little to facilitate the nuanced, fact-driven discussions needed to support the growth of the creative sector.
To truly evaluate the potential of these proposals, it’s essential to consider the global trends driving the industry.
In 2023, global music streaming revenues reached a record-breaking $19.3 billion, with music streaming accounting for over 67% of total global recorded music revenue.
The video streaming market generated $199 billion in the same year and is expected to grow to $674.25 billion by 2024 and reach $2.66 trillion by 2032. In comparison, pay-per-view services are projected to generate $1.22 billion in 2024.
However, both the NPP and NDC proposals only scratch the surface of this global streaming revolution.
The NPP’s focus on music streaming overlooks the film industry, which faces unique challenges that require a comprehensive plan for revitalization.
Meanwhile, the NDC’s pay-per-view model, while innovative, only captures a small portion of the streaming market.
