Volta Showbiz: beyond talent – building an industry with intent, structure, and unity.

The Volta Region is gifted. Our land has birthed raw, unfiltered talent, a unique culture, and an identity that cannot be replicated. From music to fashion, film to events, there is no shortage of potential. But potential alone has never built an industry — structure, collaboration, and strategy have.
For years, we’ve witnessed the rise of individual talents from Volta, many of whom have made a national or international impact. Yet, as an industry, we still lag behind in visibility, investment, and sustainability. The conversation can no longer be postponed. We must ask ourselves the hard questions: Are we building an ecosystem, or are we simply chasing moments?
1. Unity vs Ego – The Battle Within
One of the recurring setbacks in our industry is the silent war of egos. Too many creatives are in quiet competition without realizing that collaboration is the new currency. There’s power in community. Tema and Kumasi didn’t rise because of talent; they rose because they moved as units. DJs supported local acts. Event organizers booked homegrown talent. Artistes featured each other with no pride in the way.
In Volta, we often see “talent wars” instead of “creative alliances.” If we don’t fix this mindset, our growth will remain stunted.
2. Where is the Business in Showbiz?
It’s time to accept this truth: Talent is only 20%. The business side is 80%. Many creatives in the region still operate without teams, contracts, or proper digital footprints. Music is being released without metadata registration. Shows are being held without sponsorship frameworks. There’s little data collection or audience research.
We must professionalize. We need more artist managers, booking agents, publicists, brand consultants, and IP lawyers — not just performers. An industry is not built by artists alone.
3. Media and Gatekeeping – Building the Right Bridges
Let’s be honest — our media has power, but it sometimes lacks the balance of truth and support. Some media houses or personalities push agendas, leaving out deserving creatives simply because they don’t “belong” to a clique. If we want Volta to shine, we must focus on quality, consistency, and impact — not politics.
That said, the responsibility is not just on the media — our artistes must also rise to the challenge of building resilient media relations. It’s not enough to drop a song or flyer and expect magic. Artistes need to build strong, consistent, and strategic media teams — people who understand the power of storytelling, PR, and public engagement. These teams should actively engage the media landscape: radio, TV, newspapers, blogs, YouTube creators, podcasters, TikTok influencers, and social media curators.
And here’s a hard truth — value must be matched with value. If you want the media to push your brand seriously, you must be willing to pay well and fairly. Media professionals are working people too. Exposure is not currency. Investing in media promotion is not optional — it is the fuel behind every successful project.
The most successful artists nationally and globally are those who treat media not as a favour, but as a vital part of their strategy. It’s time we do the same here in Volta.
4. Events: From Gatherings to Platforms
Too many shows in the region are driven by hype, not legacy. We must evolve from simply organizing events to curating experiences that serve long-term objectives — such as talent discovery, cultural exchange, or industry dialogue. Imagine if every major town in Volta had one annual flagship creative event supported by the Assembly and private sponsors — it would change everything.
Let’s move beyond “concerts” and invest in industry development activities: masterclasses, songwriting camps, producer retreats, showbiz summits, etc. If we build systems, the world will come.
5. Mentorship and Succession
Our industry has no mentorship ladder. The few people with experience don’t often share. Younger creatives are repeating mistakes because nobody guides them. If you’re a pioneer, come home and teach. If you’re rising, find someone to learn from. And if you’re just starting, be humble and intentional.

An industry that does not document, mentor, and invest in its future is only entertaining itself.
A Call to Action
It’s time we reimagine Volta Showbiz — not just as entertainment but as a vehicle for economic empowerment, tourism, and youth engagement. We have the resources: creatives, cultural capital, festivals, digital platforms, and audience. What we need is structure, unity, and long-term thinking.
Let this be the beginning of a new wave — a Volta Creative Renaissance.
To the artistes, start understanding your brand.
To the managers, build capacity and networks.
To the media, become pillars of truth and support.
To the organizers, think legacy, not just applause.
To the region, believe in what we are building.
Let’s write our story before the world writes it for us.