Nicholas Asefuah Mensah, the CEO and founder of SedNaq Musiq, called for stronger collaborations between streaming platforms and local stakeholders to ensure fair compensation for Ghanaian artists. As a seasoned music distributor, promoter, and talent manager, Mensah is well-acquainted with the challenges facing the industry, especially the gaps in the current music distribution landscape in Ghana.
“The music distribution landscape in Ghana has evolved with the rise of digital platforms,” Mensah noted in an exclusive interview with Starrfm.com.gh. “However, there are still significant challenges, such as a lack of infrastructure for global reach.” While some artists are beginning to make waves internationally, many continue to struggle with securing the right distribution networks and promotional strategies to break into foreign markets.
Mensah emphasized the role of digital platforms like YouTube, Apple Music, and Boomplay in offering a global stage for Ghanaian artists. Yet, he explained that many artists fail to fully exploit these platforms due to limited knowledge of digital marketing and platform-specific strategies, such as understanding algorithms and playlist curation. He encouraged artists to invest in creating quality content, consistently engage with fans, and use platform analytics to tailor their approach for different regions.
Despite the availability of platforms like Aftown and Boomplay catering to local audiences, Mensah stressed that the reach is still insufficient compared to global players like Spotify and Apple Music. “We need to build stronger partnerships with international distributors, educate artists on monetization, and improve internet accessibility, particularly in rural areas,” he advised, calling for improvements in local digital infrastructure.
Mensah also addressed the growing issue of piracy, proposing that the industry embrace technologies like blockchain for tracking copyright and automating royalty distribution. He urged streaming platforms to collaborate closely with local stakeholders to ensure artists receive fair compensation for their work. “We need more robust legislation and copyright enforcement,” he added, advocating for tougher penalties for copyright violations and more accessible registration processes.
In addition to working with streaming platforms, Mensah highlighted the importance of collaborations with government bodies like the Ministry of Tourism, Arts, and Culture. By organizing educational workshops on distribution channels, copyright, and intellectual property protection, the Ministry could play a crucial role in supporting artists. “Creating a central digital music hub and enforcing copyright laws will go a long way,” Mensah suggested.
The interview also touched on strategies for maximizing artist catalogs for revenue. Mensah pointed to sync deals in film, advertising, and gaming as untapped revenue streams for Ghanaian musicians. He also emphasized the importance of engaging fans through curated playlists, remixes, and exclusive releases. “Crowdfunding and exclusive content platforms like Patreon can give artists more control over their revenue and deepen fan relationships,” he said.
Finally, Mensah called on the government to strengthen intellectual property laws and collaborate with industry bodies to automatically track the usage of artists’ works. He also recommended affordable legal assistance for artists and international partnerships to combat unauthorized use of Ghanaian music globally.
With a wealth of experience, including doing A&R and PR for renowned Ghanaian artist Ras Kuuku, Mensah believes that with the right measures, Ghanaian artists can gain greater financial control and international recognition. But for that to happen, collaboration across all sectors of the industry is key.
Source: Ghana/Starrfm.com.gh/103.5FM/Emmanuel Mensah
