Alcohol Brand Ban Threatens Livelihoods of Ghanaian Musicians, Says FOCAP President

The President of the Foundation of Concerned Arts Professionals (FOCAP), Kojo Preko Dankwa, has criticised the ban on partnerships between musicians and alcoholic beverage brands, describing it as a major threat to the survival of artistes in the country.

Speaking on Onua Showbiz with Nana Kwame Gyan last Saturday, Mr Dankwa argued that many musicians rely heavily on ambassadorial deals, live performances, and music streams as their primary sources of income. According to him, the restriction on alcohol-related endorsements, which often come with significant financial rewards, has removed a critical source of livelihood for creatives who do not earn fixed monthly salaries.

He noted that unlike workers in formal employment, musicians depend solely on their creative output to make a living, stressing that the ban fails to take into account the economic realities of those within the creative industry.

Mr Dankwa also questioned the justification for the ban, which is aimed at protecting minors from exposure to alcoholic products. He described the argument as weak, stating that children continue to encounter alcohol and tobacco products through various channels despite the restrictions on celebrity endorsements.

He cited everyday practices where minors are sent to purchase cigarettes or are involved in the sale of alcohol, questioning the effectiveness of enforcement by regulatory bodies such as the Food and Drugs Authority (FDA). He argued that placing the blame on musicians for children’s exposure to alcohol through advertisements is misplaced.

As an alternative approach, Mr Dankwa proposed stricter enforcement measures targeted at event organisers and vendors. He suggested that organisers of events where alcohol is sold should be mandated to restrict access to adults only, with the FDA empowered to sanction those who fail to comply.

According to him, such practical measures would better address the issue of minors’ exposure to alcohol without undermining the livelihoods of musicians.