Do Ghanaian Creators Think They’re Too Big? - The Culture Squad Calls Out

A heated discussion erupted on Culture Daily as hosts dissected the surprisingly low attendance at this year’s Creators Festival, despite the event being designed specifically to honour influencers, digital creators and social media personalities.

According to Aimee Cherry, who attended the festival, turnout was decent but did not reflect the size of Ghana’s creator community. What disappointed her most was that several nominees and award recipients arrived late, picked up their plaques and exited the venue immediately.

“They take their award and leave like they’re Shatta Wale,” she said. “It’s a festival for creators, yet many acted like it was beneath them.”

The squad interrogated whether the titles “creator” and “influencer” have fuelled a growing sense of entitlement among some personalities in Ghana’s digital space. C-Real argued that the foundation of social media fame is vanity, saying creators rely heavily on validation through likes, views and comments making it harder for them to engage in environments where attention isn’t directly centred on them.

Lerny elaborated that some influencers value online metrics more than physical honours.“Many feel the views and brand deals matter more than a plaque. Awards don’t show they’re doing well numbers do.”

The team also opened a broader conversation on whether award shows in Ghana are losing relevance. From music to film to influencer awards, participation has dropped in recent years, mirroring global trends in which audiences prefer streaming events over attending in person.

The squad acknowledged that organisers like Entamoty and the Creators Festival team deserve credit for consistently pushing the ecosystem forward, but insisted creators must also meet organisers halfway.

Ultimately, the discussion raised critical questions about changing behaviours in Ghana’s entertainment industry: Are creators becoming too self-important to support community events or is the awards culture itself outdated?