Experts Reveal that Volta Artistes Struggle with Investment and Brand Support

Jephthah Nana Adjei Osei - Mensah
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Experts Reveal that Volta Artistes Struggle with Investment and Brand Support
3Music TV

The music scene in Ghana’s Volta region, while burgeoning with talent, faces significant hurdles in securing investment and brand support, as revealed by industry stakeholders Selecta, Flexel, and Disc Master Bone during a dynamic panel discussion on 3Music TV’s Culture Daily. Selecta recounted a disheartening anecdote about a businessman advising a group of Volta artistes, formerly known as Bells, to “learn and forget music,” a sentiment that reflects a broader reluctance among local financiers to invest in the region’s music ecosystem. This dismissive attitude underscores a critical challenge for Volta-based artistes, who, despite producing high-quality work, struggle to attract the financial backing needed to elevate their careers. The panel highlighted that talents like Kenny Ice and Chief One, capable of filling venues like the Ho Sports Stadium, are often overlooked by investors who fail to recognize the region’s commercial potential.
The lack of corporate brand engagement further exacerbates these challenges, according to the panel. Flexel criticized regional brand representatives for underselling Volta’s music scene, noting that corporate support typically only materializes during festivals or when mainstream artistes from Accra or Kumasi are involved. Selecta shared an example of a recent brand-sponsored fanfare in the region, which was budgeted as a “mini” event but drew numbers far exceeding expectations, outshining a larger event elsewhere. This demonstrated Volta’s untapped market strength, yet brands rarely commit to sponsoring standalone concerts or initiatives for local artistes like Kenny Ice or Akbashi, who are making significant strides with their music videos and performances. The panel emphasized that regional representatives often fail to advocate effectively, perpetuating the narrative that Volta lacks the “numbers” to justify investment.
To address these issues, the panel passionately called for investors and brands to rally behind Volta’s artistes, urging them to recognize the region’s growing influence in Ghana’s music landscape. They pointed to the success of artistes like Chief One, whose music resonates widely, as evidence of Volta’s potential to dominate if given proper support. Flexel stressed the need for brands to move beyond token involvement during festivals and invest in local events, while Bone appealed for a shift in perception, encouraging corporate entities to see Volta artistes as viable partners capable of delivering substantial returns. The discussion, hosted by 3Music TV, served as a clarion call for stakeholders to back Volta’s vibrant music economy, ensuring that talents like Pesserboy and Kenny Ice receive the resources needed to shine on a national stage.

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