Entertainment Is a Multibillion-Dollar Opportunity Ghana Must Harness, Says Ruddy Kwakye
Entrepreneur & Culture Curator, Ruddy Kwakye, says Ghana is sitting on a massive economic opportunity in the entertainment and creative industries, one that can generate jobs, attract tourism, and feed multiple sectors if intentionally developed. Speaking on Springboard, Your Virtual University with host Rev. Albert Ocran, Mr. Kwakye described entertainment as an essential global need and one of the world’s largest economic drivers. “Across the planet, we all eat, drink, sleep, but in between, we must unwind. That recreation is entertainment, and it is as essential as bread and butter,” he said. He explained that while countries such as the UK and the US have built highly efficient ecosystems around music, sports, events, and creative culture, Ghana has yet to fully unlock its potential. He cited Africa’s underutilized sports and event facilities as an example of missed opportunity. “There are over 5.6 million stadium seats in Africa. Many see full capacity only once or twice a year. Entertainment is the module that optimizes that infrastructure elsewhere,” he noted, referencing global acts filling stadiums weekly across Europe. Mr. Kwakye emphasized the vast value chain behind entertainment, pointing to architects, structural engineers, medical teams, cleaners, security, caterers, riggers, and hundreds of laborer’s required to stage a single major festival. “You may see an artist on stage for four hours, but a thousand people may have worked daily for weeks to make that happen. The creative industries employ more people than we recognize,” he said. He revealed that last year alone, Ghana welcomed 126,000 visitors for December events, each spending an average of $2,304. “Every one of them came with a dollar sign on their head. They spent on food, accommodation, entertainment and transportation. That is real money, and the projection is 5% growth into this year,” he added. Mr. Kwakye stressed the need for deliberate systems, particularly around infrastructure, payments, and facility management, to support the sector. He contrasted Ghana’s fragmented venue oversight with global best practices where professional companies manage national event facilities with clear targets. “If we are intentional, stadiums and theatres can run like the O2 or venues in South Africa. We need proper management, seating plans, and booking systems that make advance sales and dynamic pricing possible,” he explained. He said businesses in hospitality, food, retail, transport, and accommodation can all benefit from the booming events economy, if they plan. “A festival can take a year to produce. Hotels get fully booked months before. SMEs must read reports, understand visitor behavior, and prepare early. During one festival, we sold 26,000 bottles of water and over 8,000 bottles of coca cola. There is a market for everyone,” he said. On collaboration, Mr. Kwakye called for a shift from Ghana’s individualistic approach to a more integrated model that mirrors global systems. He highlighted loyalty programs and shared customer models as tools that can multiply revenue for creatives and businesses. “Sharing makes us all make more. We must stop thinking we must dominate one small corner when collaboration can help us conquer ten,” he stated. He also urged the public to respect the economics of events by ending the culture of freebies and gate-crashing. “The only way organizers recover their investment is through ticket sales. We must stop expecting free access and support the work behind the scenes,” he stressed. About Springboard, Your Virtual University Springboard, Your Virtual University, is a weekly motivational and personal development broadcast hosted by Rev. Albert Ocran. It airs every Sunday at 7 PM on Springboard Channel (YouTube) and Joy FM, and at 9 PM on Joy News TV. Springboard Road Show Foundation Marketing and Communications
