Telecommunications giant MTN Ghana has renewed calls for a stronger and more sustainable digital music economy, convening industry leaders, artists, publishers and rights administrators at a refreshed edition of its Digital Music Conference in Accra.
Held at MTN House, the high-level forum brought together more than 100 stakeholders from Ghana’s music and creative ecosystem to explore how digital music platforms can better translate popularity and cultural influence into reliable income for musicians and creators.
The conference focused on tackling persistent challenges in monetisation, copyright administration and fair value distribution in Ghana’s fast-growing digital music industry.
Opening the event, Bless Sefenu Agordjo, Senior Manager for Digital Services and Verticals at MTN Ghana, stressed that visibility alone is no longer enough for artists in the digital era.
“While streaming has expanded exposure for Ghanaian artists, meaningful income from streaming alone often requires consumption volumes that remain out of reach for many emerging and mid-tier artists,” he said.
He noted that MTN Ghana is working to build complementary revenue streams through digital platforms such as Caller Ring Back Tones (CRBT), MTN Radio, PlayUP and Boomplay, aimed at helping artists earn recurring income while strengthening engagement with fans.
“At MTN, we do not see artists merely as content suppliers; we see them as partners,” Agordjo stated. “Our goal is to grow Ghanaian music and artists on our digital platforms while helping artists deepen fan connections, monetise engagement and build viable long-term careers.”
Music executive and founder of Black Avenue Music, D-Black, described CRBT as “a very overlooked revenue stream,” urging artists to incorporate it into their monetisation strategies.
Founder of GH Music Publishing, Diana Hopeson, praised MTN’s contribution to music distribution through CRBT but called for more innovation in digital sales.
“It’s time MTN is not only seen as a communications company,” she said. “I’m looking forward to a future where listeners can buy songs with a click, not just ringtones.”
Hopeson also highlighted the need for stronger copyright systems and improved royalty structures to ensure musicians receive fair compensation from digital consumption.
President of the Musicians Union of Ghana, Bessa Simons, appealed for greater unity within the industry, saying organised representation is critical to securing better welfare and fair negotiations for musicians.
Adding a data-driven perspective, media entrepreneur Baba Sadiq said the true power of digital platforms lies not only in reach but also in audience insights.
“Today, music is not just about expression,” he noted. “It’s about understanding your audience, aligning with trends and using data to guide your decisions.”
Participants concluded the conference with a shared commitment to deeper collaboration between telecom operators, industry institutions and rights holders to unlock sustainable growth in Ghana’s digital creative economy.
Through initiatives such as the Digital Music Conference, MTN Ghana says it remains committed to empowering creatives, supporting youth livelihoods and strengthening Ghana’s cultural economy through digital innovation and partnerships.
Source: Padfm.com.gh/Kumatey Gorden/0243531604
