Towards an Understanding of the Music Value Chain in Ghana: The Role of Artiste Managers

Ralph Nyadu-Addo ORCID iD

Issue: Vol.5  No.7 Issue Article 26 pp.1411-1427
DOI: https://doi.org/10.38159/ehass.20245726 | Published online 29th July, 2024
© 2024 The Author(s). This is an open access article under the CCBY license (http://creativecommons.org/licenses/by/4.0/).

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The Ghana music value chain pivots on the dynamics of the artiste managers who handle the various music genres. Unfortunately, studies on artiste managers, the types of artiste managers, and a detailed description of their training, and general operations are rare in the Ghanaian context. Hence, this study was conducted to shed light on the significant roles of artiste managers for a better understanding of the Ghanaian music value chain. The research used a triangulated approach (qualitative and quantitative) to collect data. The primary research method employed was qualitative through semi-structured interviews (face-to-face and telephone as well as video calls). The quantitative method was employed mainly as a secondary source from the MUSIGA-KPMG Report (2014) among others. The results showed that different types of artiste managers in Ghana are found across different genres captured in the music value chain. These artiste managers are key at the marketing stage of the music value chain.  Thus, performance is used as a channel to convey the music of the artiste to the music consumers. Based on the results, it is recommended that the government enact policies that streamline music skills development by making music apprenticeships attractive. This can be done by supporting ongoing efforts by private institutions to develop the artiste. Thus, a public-private partnership is a laudable approach that has far-reaching implications in creating artistes in the country. The study offers useful information that may contribute to nurturing and developing the artiste for social and economic gains.

Keywords: Artiste Managers, Creative Art Industry, Music Value Chain, Ghana

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Dr. Ralph Nyadu-Addo is a Senior Lecturer and consultant in entrepreneurship, small business management, creative arts management as well business innovation and strategy. He is the former Head of the Department of Publishing Studies, KNUST, Ghana Coordinator of the German funded African Centre for Career Enhancement & Skills Support (ACCESS Project) and serves on several boards both local and international. He has over 30 years of working, teaching, research and consulting experience in both public and private sectors.He has a degree in Publishing/Print Management, an MBA in Small Business and Entrepreneurship, and is currently a PhD holder in Business of Creative Art in Germany on scholarships. From 2004 he has lectured at the Kwame Nkrumah University of Science and Technology (KNUST), Ghana. He was the first Head of the Industrial and Professional Relations (IPR), Centre for Business Development (CBD) and Kumasi Business Incubator (KBI) all in KNUST respectively. He led the team that developed the IPR, CBD and KBI concepts and sourced funding for physical structures, equipment as well as operational expenditure from the industry. His research interest is in the areas of employability, entrepreneurship education, industry-academia relationship, small and medium industry development and printing management. After his PhD his research interest is more in the area of value chains in the creative arts sector most especially music.

Nyadu-Addo, Ralph. “Towards an Understanding of the Music Value Chain in Ghana: The Role of Artiste Managers,” E-Journal of Humanities, Arts and Social Sciences 5, no.7 (2024): 1411 – 1427. https://doi.org/10.38159/ehass.20245726

© 2024 The Author(s). Published and Maintained by Noyam Journals. This is an open access article under the CCBY license (http://creativecommons.org/licenses/by/4.0/).

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