‘We’re pumping energy into someone else’s economy’ – Rocky Dawuni on Ghana’s creative industry

Ghanaian musician Rocky Dawuni has lambasted his country's entertainment sector for prioritizing foreign films and music over local productions. He contends that Ghana invests attention and resources in the entertainment industries of other nations while neglecting its own talent and creative potential. Dawuni reminisced about the days when Accra boasted a plethora of cinemas like Gaskia, Roxy, REC, Sid Theatre, and Constellation, which provided venues for film exhibition and entertainment.

He questioned whether Ghanaian films enjoy the same level of exposure on local television today, arguing that the content audiences frequently consume does little to aid local actors in earning a livelihood from their craft. "Where are the movies playing from? Not from movies that would help actors in our country make a living," he pointed out.

"But actors from our country are neglected because we champion and promote foreign content. Both from telenovelas and other local things, we are pouring energy into someone else's economy. How do you expect talent to emerge from here when the local focus is totally ignored?" Dawuni further highlighted the issue extends to music, where he believes local listening habits and playlists increasingly mirror those generated by international streaming platforms like Apple Music and Spotify.

He questioned why Ghana should rely heavily on foreign algorithms and platforms to determine which music receives attention when the country possesses a wealth of talented musicians whose work deserves recognition and promotion. He argued that focusing on international trends and established global platforms hampers the visibility of Ghanaian musicians unless their music aligns with prevailing international styles or receives backing from major global platforms.

"Since when did we have international organizations and algorithms curate playlists for Ghanaians when we know the type of talent here?" he inquired. He cited the unique musical style of King Ayisoba as evidence of the diversity that could be overlooked when radio playlists and music promotion focus narrowly on commercially dominant genres.

For Dawuni, supporting Ghanaian films and music extends beyond expressions of national pride. It involves creating an environment where local productions receive adequate exposure, audiences discover a broader array of homegrown talent, and creative professionals have a realistic chance to earn a sustainable income. He insisted that without a systematic effort to bolster the industry, Ghana risks perpetuating a cycle where local talent struggles to thrive while foreign entertainment businesses reap the benefits from local audiences' attention.