“Some Investors Are Scared They Won’t Get Their Returns” — Purple Ames

During a recent conversation on 3Music TV ahead of Cina Soul’s CinCity concert, creative director and A&R Purple shed light on one of the most pressing challenges facing Ghana’s music industry: the reluctance of investors to put money into artiste development.

According to Purple, many investors remain hesitant not because of a lack of talent in the industry, but due to fear of not getting back what they put in.

“Some investors do not see the need to invest because they are scared of not getting back their returns,” she emphasised.

Purple explained that music investment requires patience, strategy and long-term commitment, qualities many potential investors overlook. While artistes pour thousands into studio sessions, marketing, visuals and production, the financial returns are not always immediate.

“People don’t realise how much work goes into building an artiste. It’s not a one-day thing. It’s months of planning, budgeting, rehearsals and branding. Investors want fast returns, but the music business doesn’t work like that,” she noted.

Speaking about working with Cina Soul, Purple shared the realities of supporting an independent artiste. The team often takes on multiple roles creative direction, logistics, budgeting, PR and coordination to ensure quality output.

Purple believes Ghana’s music ecosystem needs more structured investment and a long-term vision rather than short-term expectations.