Ghanaian media personality and talent manager, George Mensah Britton, has highlighted the crucial role that record labels play in helping artists achieve international success, including winning prestigious awards like the Grammys.
In an interview on The Chat on Channel One TV, Britton expressed his concern over the absence of Ghanaian artists from the Grammy winners’ list. He attributed this to the lack of a well-structured music industry that invests in strategic promotion and marketing rather than relying solely on talent.
READ ALSO; Asake Drops Highly Anticipated Single and Music Video “Why Love?”
Britton used the example of Nigerian singer Tems, who recently won the Best African Music Performance award at the 67th Grammy Awards. He explained that Tems’ success, along with other Nigerian artists like Burna Boy and Yemi Alade, was largely due to the support of established record labels and influential music executives who strategically promoted their music internationally.
“In Nigeria, the music industry is driven by strategic marketing and consistent international presence. But in Ghana, we focus mostly on talent and only celebrate our artists when they are visible locally. The team behind Tems is very active in the U.S., which played a big role in her Grammy win,” Britton explained.
He argued that Ghanaian artists are equally talented but lack the industry infrastructure and financial backing needed to compete on the global stage. According to Britton, adopting a more strategic approach to music promotion—similar to the Nigerian model—could be the key to seeing Ghanaian artists win at the Grammys.
Britton’s insights have sparked conversations about the future of Ghana’s music industry and the need for more organized investments in marketing and international networking.
As the discussion continues, the question remains whether Ghanaian stakeholders will take the necessary steps to build a more robust and globally competitive music industry.
