TGMA Music Summit Schools Over 230 Industry Players on Endorsements and Contracts

More than 230 musicians, managers, entertainment lawyers, media practitioners and aspiring music professionals gathered at the British Council in Accra on World Music Day for the 27th Telecel Ghana Music Awards (TGMA) Music Summit. Organised by Charterhouse, the annual event is designed to equip Ghana's music community with the business knowledge needed to build lasting careers in an increasingly competitive industry.

Opening proceedings, TGMA Lead and Head of Public Events and Communications at Charterhouse, Robert Klah, stressed that celebrating musical talent is only one part of what the awards platform seeks to achieve. He argued that strategic thinking, legal awareness and professional development are now just as critical as raw talent in determining who succeeds in the modern music business.

MUSIGA President and highlife legend Bessa Simons delivered a solidarity message on behalf of the music industry, commending Charterhouse for investing in capacity-building initiatives. He urged emerging artistes to take full advantage of such educational platforms and called for stronger collaboration between event organisers and industry associations to collectively advance musicians' interests.

Brand Endorsements Under the Spotlight

The first session centred on brand endorsements, led by Mariam K. A-Buahin, Chief Operating Officer of Akuna Group, who draws on over eighteen years of experience in marketing and brand management. Her presentation outlined precisely what companies look for before partnering with an artiste — including personal branding, audience alignment, credibility, consistency and shared values. Participants engaged in a lively question-and-answer segment seeking practical tips on positioning themselves for lucrative corporate partnerships.

Contracts: Know Before You Sign

The second half of the Summit tackled music contracts, a topic that directly affects artistes' livelihoods. Grammy-recognised music business executive Kofi Boachie Ansah provided a foundational overview of how contracts govern the music value chain, while Lynx Entertainment CEO Richie Mensah drew from his own entrepreneurial journey to walk participants through seven key contract areas every artiste must understand. Entertainment lawyer Bobby Banson rounded off the session by highlighting due diligence, ownership rights, termination clauses and intellectual property protections as non-negotiable considerations before any agreement is signed.

The summit also served as a valuable networking forum, allowing artistes, managers and other creatives to connect and explore potential collaborations. Organisers say such engagements reflect a growing recognition within Ghana's music ecosystem that business literacy is an essential complement to artistic excellence.