- 'Live The Music' initiative unveiled in Accra to promote African creativity
- Campaign aims to promote African identity and creative arts
- Industry stakeholders unite to reclaim and celebrate Ghana's cultural heritage
The Mövenpick Ambassador Hotel played host to a gathering of stakeholders in the creative industry on Friday, August 10, 2024, for the unveiling of the ‘Live The Music’ initiative. Organized by Lynx Entertainment, the program seeks to unite and collaborate with players in the creative arts to highlight and project Africa’s unique identity.
Richie Mensah, CEO of Lynx Group of Companies, emphasized the importance of local storytelling, stating, “The misrepresentation of African values stems from the failure of locals to tell their own stories.” He urged industry players to join the Lynx family in this effort to reclaim and celebrate the country’s artistic heritage.
Mensah highlighted that the campaign encompasses various facets of the industry, including art, dance, fashion, and more. The event was attended by notable personalities such as Reggie Rockstone, Kwame Farkye, KiDi, Lyrical Joe, and others.
Godwin Tom, Head of Sony Music Publishing in West Africa, addressed the gathering, stressing the need for industry professionals to take ownership of homegrown music catalogs to ensure the sustainability of the culture.
According to Lynx, ‘Live The Music’ is a movement aimed at transforming how Ghanaians view and experience music and art by engaging with every segment of society to foster a deeper appreciation for the country’s rich cultural heritage.
