Ghana’s music industry faces numerous challenges, from inadequate government support to a lack of resources.
Among the most pressing issues is the decline in radio airplay for local music, which threatens the growth and recognition of homegrown talent.
Once a dominant presence on the airwaves, Ghanaian music is now overshadowed by foreign content, limiting its reach and impact.
The Decline in Airplay
A recent Chart Metric report highlights the gravity of the situation. In 2024, the most-played Ghanaian song on radio, “The Doing of the Lord” by Diana Hamilton and Mercy Chinwo, registered just 449 spins across the country. For context, a “spin” is when a track receives at least 30 seconds of airplay. In total, 2 million songs were played across 2,860 radio stations in Ghana, amounting to one billion spins overall.
The low airplay for the top local song underscores a crisis. Ghanaian music competes not only with foreign hits but also with insufficient government support, disorganized royalty systems, and the prioritization of foreign content by local radio stations.
Consequences of Declining Airplay
Limited Exposure for Artistes
Radio remains a crucial platform for music promotion in Ghana. While Digital Streaming Platforms (DSPs) such as Spotify and Apple Music are gaining traction, many Ghanaians still rely on radio for music consumption. Reduced airplay for Ghanaian songs means that artistes struggle to reach their audiences, which stifles their visibility and growth.
Financial Implications
Royalties from radio airplay should be a significant income source for artistes, but Ghana’s royalty collection system is in shambles. The Ghana Music Rights Organization (GHAMRO), responsible for managing and distributing royalties, has been criticized for inefficiency and lack of transparency.
Some celebrated artistes reportedly receive as little as GHC 300 in royalties—an amount insufficient to cover basic expenses. The Chart Metric report further highlights this failure, raising questions about the country’s commitment to supporting its musicians.
Government Interventions and the #PlayGhana Initiative
In December 2023, the Ministry of Tourism, Arts, and Culture, in collaboration with the Creative Arts Agency and other stakeholders, launched the #PlayGhana initiative. This campaign aims to promote Ghanaian music on local airwaves and address the imbalance in radio content.
At the launch, prominent artistes like Samini, Black Sherif, and Reggie Rockstone urged radio stations to prioritize Ghanaian music. They also called on the government to enforce a Cultural Policy and Broadcasting Bill that would mandate 70% local content on air, similar to Nigeria’s approach.
Samini emphasized the cultural significance of local music, stating:
“Especially with Beyond the Return, which has become an asset to Ghana, should visitors hear 70% foreign music and 30% Ghanaian music, then what have we sold to those who returned?”
Challenges in Implementation
Despite the #PlayGhana campaign, the response from DJs and radio stations has been lukewarm. Many stakeholders continue to prioritize foreign content, citing audience preferences and financial incentives from international record labels. This reluctance underscores the need for legal enforcement to ensure compliance.
Systemic Issues and Solutions
The current crisis in Ghana’s music industry reflects deeper systemic problems, including:
1. Neglect of Local Talent: Artistes often feel undervalued as foreign songs dominate the airwaves.
2. Broken Royalty Systems: GHAMRO’s inefficiency denies artistes fair compensation for their work.
3. Dominance of Foreign Content: Without regulations to balance airplay, foreign music continues to overshadow local songs.
To address these issues, stakeholders must adopt decisive measures, including:
Enforcing laws to mandate a higher percentage of local content on radio.
Reforming GHAMRO to ensure transparent and fair royalty distribution.
Creating incentives for DJs and radio stations to promote Ghanaian music.
Conclusion
Ghanaian music stands at a critical juncture. The low spin count of the nation’s most-played song in 2024 symbolizes a larger problem that threatens the industry’s future. Without urgent intervention, Ghana risks losing its musical identity and marginalizing its artistes in an increasingly globalized music landscape.
However, with effective policies, government commitment, and collaboration among stakeholders, Ghanaian music can reclaim its prominence and thrive locally and internationally. The time to act is now.