Ghanaian Artistes Are Reluctant to Travel — Kwesi Ernest Raises Concern Over Africa Expansion
Music executive says Ghanaian musicians are missing major opportunities across Africa by failing to build on their growing popularity beyond the country’s borders
Date: August 26, 2026 By: Ebenezer Adugyamfi/ Emmanuel Ayiku for GhanaianNewsCanada
Renowned artiste manager and entertainment executive Kwesi Ernest has expressed concern over what he describes as the reluctance of many Ghanaian musicians to travel across Africa and capitalize on their growing popularity in other countries.
According to the CEO of Media Excel Productions, several Ghanaian artistes are enjoying chart success in countries such as Nigeria, Tanzania, Kenya and South Africa, yet many fail to physically visit those markets to strengthen their fan base and expand their careers.
Speaking in an interview, Kwesi Ernest argued that while digital streaming has made Ghanaian music more accessible across the continent, sustainable success still requires artistes to engage audiences through performances, media tours and cultural exchanges.
“Some Ghanaian artistes are topping charts in other African countries, but they are reluctant to travel there and build on their success,” he said.
Success requires more than streaming
Kwesi Ernest believes the modern African music industry has become increasingly interconnected, creating enormous opportunities for artistes willing to move beyond their home markets.
He noted that countries including Nigeria, Tanzania, Kenya and South Africa have become influential music hubs where consistent visibility can significantly elevate an artiste’s career.
According to him, appearing on radio and television, collaborating with local musicians and performing at concerts are essential steps in converting streaming success into long-term commercial growth.
He warned that relying solely on online popularity could cause artistes to lose momentum in markets where their songs are already gaining traction.
Learning from Africa’s biggest stars
The music executive pointed to the approach adopted by some of Africa’s leading artistes, who regularly travel across the continent to promote their music and connect directly with fans.
He said musicians from countries such as Nigeria have successfully built pan-African brands by consistently touring, collaborating and investing in regional audiences rather than focusing only on their domestic markets.
Kwesi Ernest believes Ghanaian artistes possess the talent to compete at the highest level but must become more intentional about expanding their presence across Africa.
Building a stronger Ghanaian music brand
Beyond individual careers, Kwesi Ernest argued that increased regional engagement would also strengthen the global image of Ghanaian music.
He explained that every successful international performance, collaboration and media appearance contributes to promoting Ghana’s creative industry and creating new opportunities for emerging musicians.
He therefore encouraged artistes, managers and record labels to view Africa as a unified growth market rather than limiting their ambitions to Ghana alone.
The future lies in regional collaboration
The comments come at a time when collaborations between Ghanaian and other African artistes continue to increase, reflecting the continent’s rapidly growing music industry.
With Afrobeats, Amapiano, Highlife and Afro-fusion gaining worldwide recognition, Kwesi Ernest believes Ghanaian musicians are well-positioned to become stronger continental forces if they actively engage audiences beyond Ghana’s borders.
His message was clear: chart success is only the beginning—true African expansion requires showing up, performing and building lasting relationships with fans across the continent.
