Up-and-coming musicians in Ghana face numerous challenges, making it tough to break into the industry. Here are some of the key hurdles:
## Financial Struggles
- Limited financial resources to produce, distribute, and promote music
- Low streaming royalties, making it hard to sustain a career
- Unstable income from live performances, with varying engagements throughout the year ¹ ² ³
## Industry Infrastructure Deficit
- Lack of established publishing companies and strong Performance Rights Organisations (PROs)
- Limited major or mid-sized record labels with investment capital and marketing teams
- Inadequate legal and financial education for creatives navigating contracts and rights ownership ⁴
## Branding and Visibility
- Difficulty standing out in a saturated market with millions of songs released daily
- Weak branding and limited global marketing, making it hard to attract international attention
- Limited access to professional services like high-quality production and marketing ⁵ ⁶ ⁷
## Digital Challenges
- Digital piracy and copyright infringement, resulting in lost revenue
- Complexities of rights management and revenue sharing on streaming platforms
- Pressure to constantly innovate and adapt to changing industry dynamics and technology ⁸ ⁹
## Other Challenges
- Building and maintaining a fanbase, requiring strategic promotion and engagement
- Managing time effectively, balancing music creation with marketing and daily life
- Dealing with self-doubt, creative blocks, and mental health pressures ¹⁰ ¹ ¹
To overcome these challenges, emerging musicians can focus on building their brand, leveraging social media, and networking within the industry. Collaborating with other artists, seeking mentorship, and staying up-to-date with industry trends can also help. ¹ ²