Why Ghanaian artistes must keep touring internationally despite high costs – Rodney Kofi Kyei

Rodney Kofi Kyei, CEO of Crux Global, emphasizes the financial burdens involved in staging international tours for Ghanaian artists. However, he advocates for the necessity of these shows to expand their reach and connect with dedicated fanbases. Kyei explains that the expenses extend beyond mere travel, encompassing promotion and production.

Despite the costs, he believes that connecting with local fans, particularly advocates of established artistes like KiDi, King Promise, Sarkodie, and Stonebwoy, is crucial as they will advocate for their favorite artists. He outlines a strategic approach for Ghanaian artists to expand their international exposure, starting with their immediate fanbase, then surrounding nations in Africa and the diaspora, gradually reaching the global stage.

The Ghanaian diaspora, Kyei asserts, can act as a vital bridge to international audiences, thanks to their pride in their culture and strong networks of friends from various backgrounds. He cautions against viewing each international show as an isolated event, instead suggesting a long-term strategy of consistent touring, aiming for larger venues, and continually releasing new music to cultivate and grow their audience.

He provides examples of Sarkodie's progression to prestigious venues like the O2 Arena and Burna Boy's journey from smaller to larger international performances, emphasizing that these successes are achieved through successive smaller shows. Kyei also highlights upcoming performances by Ghanaian artists R2Bees and KiDi in London, illustrating the value of live performances in creating meaningful connections between artistes and their audiences.