The government of Ghana, led by Vice President Dr. Mahamudu Bawumia, has launched a new music streaming platform called Ghana Music Xperience (GMX).
The inauguration took place on Wednesday, October 30, 2024, at De Icon Centre in partnership with GMX Multimedia and designed by Omni Strategies, with support from the Ministry of Tourism Arts and Culture.
During the event, Dr. Bawumia expressed optimism about the platform’s ability to boost the music industry in Ghana through this collaboration. However, music producer and tech expert Kobby Spiky Nkrumah has raised concerns about the effective functionality of the app.
He highlighted that many industry players, especially those in rural areas, lack the knowledge and training needed to navigate existing streaming platforms, let alone a new one like GMX.
Speaking on Joy Prime’s Prime Morning Show, Kobby Spiky emphasized the importance of educating and empowering musicians on digital marketing and distribution strategies.
Without proper training, he believes that the majority of musicians across the country will struggle to access and utilize the GMX App effectively, rendering it a potential failure upon launch.
Furthermore, the tech expert mentioned the need for clear communication about the financial benefits of the platform to attract advertisers and subscribers. He cautioned that without a solid business model in place, the app may not be able to sustain itself in the long run.
In order to make GMX more successful and competitive, Kobby Spiky suggested expanding its reach beyond Ghanaian creatives to a global audience. By doing so, the platform could attract a larger user base and generate more revenue for artists.
