MTN holds conference to help artistes’ monetise work
MTN has held a day’s conference for musicians, artistes and music producers as part of efforts to help them monetise their work.
The event, held in Accra on Thursday, brought together key stakeholders in the music value chain, including performers, producers, managers, rights holders and media practitioners, to deliberate on how digital platforms could be leveraged to create sustainable income for Ghanaian artistes.
Speaking at the conference, the Acting Chief Digital Officer of MTN Ghana, Mr Bless Sefenu Agordjo, stated that the initiative sought to address persistent challenges within the creative industry, particularly the difficulty many musicians faced in converting visibility into long-term financial gains.
He noted that although global streaming platforms had significantly expanded the reach of Ghanaian music, many artistes continued to struggle to generate meaningful revenue from their content.
Mr Agordjo emphasised the need for the industry to move beyond mere exposure and focus on building transparent and realistic revenue models capable of supporting both emerging and established talents.
He indicated that diversifying income streams had become essential in an increasingly competitive digital landscape, adding that local digital platforms could provide more direct access to audiences while ensuring consistent earnings.
According to him, MTN’s digital music services, backed by strategic partnerships and mobile technology, were designed to enable artistes to monetise their works locally while strengthening engagement with their fan base.
He, however, observed that participation on local platforms remained low due to limited awareness, misconceptions about revenue-sharing structures and a strong preference for international services.
Also addressing the gathering, Mr Baba Sadiq of 3Music Networks and Ghana’s Ambassador to Nigeria underscored the growing cost and competitiveness of the music business and urged artistes to adopt sound business strategies and long-term planning.
He stated that while social media and streaming platforms had created opportunities for exposure, many artistes overlooked the commercial aspects of their careers, thereby limiting their earning potential.
The President of the Musicians Union of Ghana, Mr Bessa Simons, highlighted the importance of continuous industry education, noting that the shift from physical formats to digital systems required musicians to stay informed about evolving revenue opportunities.
In her remarks, the Founder of GHMusic Publishing, Ms Diana Hopeson, stressed the importance of proper metadata management and music registration, explaining that poor documentation often resulted in lost royalties.
She also encouraged artistes to explore alternative income streams such as caller ring-back tone services.
Some industry players called for improved transparency in royalty distribution, as well as enhanced education to help artistes better understand and track their earnings.
The conference provided a platform for discussions on digital ownership, fair compensation and strategies to ensure sustainable growth within Ghana’s creative sector.
BY KINGSLEY ASARE
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