Ghana Music Awards USA Navigates Growth, Changing Audiences and Industry Challenges

The CEO of the Ghana Music Awards USA, Dennis Boafo, has opened up about the realities of organising Ghanaian entertainment events abroad, revealing how changing audience behaviour, high production costs and evolving diaspora lifestyles continue to shape the entertainment industry in the United States.

Speaking on Culture Daily’s Morning Bites segment, Dennis Boafo explained that although the United States remains attractive to many migrants, life and priorities among Ghanaians abroad have significantly changed over the years.

According to him, many Ghanaians living in America are now more focused on work and family responsibilities than nightlife and entertainment activities.

“Back then, there were concerts back-to-back and huge park events, but now it’s more about awards shows, cruises and selected experiences,” he noted.

Dennis Boafo highlighted that audience patronage has become one of the biggest hurdles for event organisers abroad, especially among younger generations. He explained that Gen Z audiences in America are less willing to spend heavily on event tickets, despite the expensive logistics required to fly Ghanaian artistes overseas.

“Events in America are very expensive. Bringing an artiste like Black Sherif means paying for flights, accommodation and the entire team. Then after all that, you still have to convince people to buy tickets,” he shared.

The awards organiser also emphasised that the most viable regions for Ghanaian entertainment events in the United States remain the East Coast, particularly New York and New Jersey, where large Ghanaian communities are concentrated.

Despite the challenges, he believes consistency has helped the Ghana Music Awards USA remain relevant over the years.

“We started working on this year’s edition right after last year’s event ended. Staying consistent with quality production is what keeps audiences returning,” he explained.

Dennis Boafo further revealed that modern event production abroad comes at a significantly higher cost compared to Ghana. While organisers in Ghana may spend tens of thousands of dollars on high-level productions, similar setups in America could cost over $100,000.

He also touched on the struggles faced by Ghanaian musicians based abroad, explaining that unlike artistes living in Ghana, many diaspora musicians juggle music careers alongside full-time jobs.

“The Ghanaian artiste in America still has to work a nine-to-five job before going to the studio. It’s not easy balancing both,” he stated.

The conversation also explored the limited global reach of some Ghanaian music due to language barriers, inconsistent marketing strategies and limited international collaborations. However, Dennis Boafo acknowledged that several Ghanaian artistes abroad continue to make an impact within their communities.

Dennis Boafo also explained that the original vision behind the Ghana Music Awards USA was to recognise and celebrate Ghanaian musicians based in the United States, while also honouring mainstream Ghanaian artistes whose music remains popular among diaspora audiences.

He concluded by calling for stronger support systems for Ghanaian artistes abroad, urging media platforms and industry stakeholders back home to amplify diaspora talent and their music intentionally.