Stonebwoy Calls for More Promotion of Ghanaian Music on Global Stage

Ghanaian dancehall star Stonebwoy has called for a stronger effort to promote the achievements of Ghanaian musicians internationally, arguing that the country’s music industry spends too much time focusing on competition rather than celebrating its own successes.

The award-winning musician believes Ghana has a wealth of musical talent and a rich cultural heritage capable of making a major impact on the global music scene. However, he said more deliberate efforts are needed to package, promote and export Ghanaian music to international audiences.

Speaking on the BBC’s This Is Africa show, Stonebwoy stressed the need for the industry to tell more positive stories about Ghanaian musicians and their achievements.

According to him, positive developments within Ghana’s creative sector often receive far less attention than negative stories, creating an imbalance in the way the country’s music industry is perceived.

“We need to work on positive news 10 times more than work on negative news. It flies. People create something anyway,” he said.

Stonebwoy believes the continued emphasis on negative developments has, over time, overshadowed the progress and talent within Ghana’s music scene.

“So I think that energy has actually darkened or has actually shone over the Ghanaian scene for too long,” he stated.

He further argued that Ghanaian musicians and industry stakeholders should focus more on building and promoting their own achievements instead of constantly measuring themselves against competitors.

Stonebwoy pointed to Nigeria as an example of how a country can effectively use publicity to strengthen the global image of its music industry.

He explained that when a Nigerian artiste achieves a major international milestone, the achievement is often immediately amplified through extensive publicity and comparisons with other globally recognised artistes who have reached similar heights.

“When a Nigerian wins an iHeart, you and I know how that is going to gain PR immediately,” Stonebwoy said.

He added that such achievements are usually placed within a broader conversation about the significance of the award and the artiste’s contribution to Nigeria’s growing international influence.

“It’s going to be compared to all of the people who have won iHearts and what an iHeart is and how solid it is,” he added.

Stonebwoy said Ghana’s approach can sometimes create the impression that its musicians are not making significant progress, even though the country continues to produce artistes whose work has influenced audiences across Africa and beyond.

“So it is always like, are we Ghanaians not moving enough? Meanwhile, we have some beautiful talents,” he said.

The musician also placed the issue within Ghana’s wider historical influence on the African continent. He referenced Ghana’s independence and the legacy of the country’s first president, Kwame Nkrumah, arguing that Ghana has historically played an influential role in inspiring developments across Africa.

However, he believes the country has not always done enough to project and celebrate its own achievements.

“We’ve always probably allowed too much overfocusing on the competition and overfocusing on the other stuff that is supposed to be in the minority,” Stonebwoy noted.

For him, the solution is not simply to compete with other African music industries but to put in the necessary work while deliberately creating a stronger narrative around Ghanaian successes.

Stonebwoy’s comments come as he prepares for another major international milestone. He is scheduled to headline the BHIM Festival on August 15, 2026, marking his first headline performance at OVO Arena Wembley in London.

The event is expected to further showcase Ghanaian music and culture to an international audience, adding to Stonebwoy’s growing presence on the global stage.

Source:Pulse