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

Abstract

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