The Ghanaian Artiste Is Equipped with Technology Tools for Exposure

Originally published on www.technovagh.com in January 2018, this piece explores how technology has reshaped music consumption in Ghana.

Streaming platforms, social media, digital stores, and analytics tools have empowered Ghanaian musicians more than ever before. Today, an artist no longer needs a traditional record label to build a sustainable career.

Key pillars include branding, new media, and digital distribution. Artists now own their platforms, distribute music globally via Apple Music and Spotify, leverage local platforms like Aftown and OnBarz, and use analytics to understand audiences.

Technology has helped Ghanaian musicians overcome the "famous but broke" syndrome by enabling ownership, reach, and monetization.