The essence of Music cannot be over emphasized, music is so important and integral in the average Ghanaian’s socio-economic life and it permeates the very fiber of our development in the part of our every livelihood. Music, its use and patronage is so common that it is often overlooked. This oversight is however, not allowing music, its promotion and protection as a valuable cultural and economic asset capable of generating enormous internal revenue and ripe for export.
At places where music is used for less, revenue generation has been high; that indicates that if we were to make our act right, music is bound to gross some respectable income for musicians and businesses which use and rely on music heavily.
Music can also be used as a tool for social change and a vehicle for the promotion of Ghanaian tourism and used to re-imbibe our fast vanishing high social and cultural values.
In this regard MUSIGA is embarking on a campaign to promote and promulgate the increased use and patronage of Ghanaian Music and thus craft and culture. So lucrative is the sector that in 2007, its worth in the United Kingdom was at par with that of the financial sector, by 2011 the entertainment industry had overtaken the finance sector in terms of their contribution to GDP. The story is no different in the United States of America as the industry generates some $500billion annually.
An exemplary African scenario is South Africa where cd sales alone generated $61million in 2015. After rebasing the index for the calculation of GDP in 2014 Nigeria became the Biggest Economy in Africa, the entertainment industry contributed some $4.8billion to her economy in 2015 and “pricewater coppers” projects that by 2019 these contributions will rise to about $8.8billion. Physical Music sales in the same year in Nigeria was $56million and is projected to be about $81million by 2019.
These revenues have been amassed mainly due to the fact that these countries have been able to embrace their music, get their cultures entrenched through it and has become a celebrated part of their lives taking precedence over those of other countries. Their ability to ensure that their songs are played and held in high esteem in their countries have also made sure that musicians and their affiliate companies have made enough to be able to export their music across their boarders.
In South Africa, the SABC implemented a 90 – 10 play policy across their 18 Channels. They play 90% South African Music and 10% music from the rest of the world. Nigeria has an invisible and unspoken off policy known and accepted by actors of the industry where all other music from outside Nigeria plays second fiddle. Kenya has recently launched a National Music Policy and legislated playing 70% Kenyan music.
To ensure that music takes its rightful place and contributes meaningfully to the economy of Ghana and become a tool for social change, we must make ensure that Ghanaian Music takes center stage. To ensure that we make the most of music as a people, the Musicians’ Union of Ghana Proposes the Campaign, PLAY MORE GH
The Play More Gh campaign will employ an integrated media approach, stake holder consultation, engagement and education to help promote Ghanaian Music. Public service announcement (PSA), themed “PLAY MORE GH,” will air on TV, radio, online and billboards nationwide.