Ghana Music Awards: Caught between vanity and valour

FOR over a quarter-century, the Ghana Music Awards (GMA) have etched their name into the fabric of Ghanaian entertainment, evolving from a modest event into a monumental festival.

Launched in 1999, the GMA, organised by Charter House quickly became a cornerstone of the Ghanaian entertainment calendar, expanding its reach and influence each year. What started as a straightforward annual ceremony has now blossomed into a sprawling event that spans several months, reflecting the growing prominence of the awards. The awards scheme has often been hailed as the most prestigious in Ghana and one of the most respected in Africa.

The GMA has set the standard for measuring success within the Ghanaian music industry. For many artistes, receiving a GMA accolade signifies a significant boost in visibility, helps expand their fan base, offers valuable networking opportunities, and serves as a powerful motivator. In essence, winning a GMA is more than just a trophy—it's a vital career milestone that catalyses growth and reinforces an artiste's place in the industry.

Historically, the GMA holds the record as the longest-running continuous awards scheme in Ghana’s entertainment sector. It has outlived other notable awards, including the Entertainment Critics and Reviewers Association of Ghana Awards (ECRAG), which later became the Arts Critics and Reviewers Association of Ghana Awards (ACRAG). 

Other schemes such as Ghana Music Honours instituted by the Musicians Union of Ghana (MUSIGA) had a five-year stint with the 3Music Awards which is gunning for its 5th edition albeit continual. The GMA’s longevity is a testament to its enduring impact, it has distributed over 625 awards has involved over 800 different artistes and music industry professionals.

From Stardust to Spotlight – The Evolution

Since its inception, the GMA have mirrored the dynamic changes within Ghanaian music and broader cultural trends. The early years of the GMA focused on recognising top performers and their works across various genres, offering a formal stage for artistes to gain the acknowledgment they deserved.

 As the awards matured, so did their scope. The inclusion of genres like Afro pop, Contemporary Highlife, and Afrobeats showcased the diversity of Ghanaian music, while new categories for emerging artistes, producers, and songwriters highlighted the importance of the entire music ecosystem.

The 2010s marked a significant modernisation phase for the GMA. Embracing digital technology and social media, the awards leveraged these platforms to enhance engagement and reach. Live-streaming events, online voting, and interactive social media campaigns allowed fans to participate more actively, making the awards process more democratic and inclusive. This digital shift not only broadened the awards' appeal but also played a role in elevating industry standards and inspiring new talent.

 High Notes & Pitfalls

The GMA have undeniably been a beacon of recognition and celebration in Ghana’s music industry. Among its most significant achievements is its role in spotlighting exceptional talent and raising industry standards. 

Over the years, the GMA has become a critical cultural event, reflecting and celebrating Ghana’s rich musical heritage. Its international acclaim has helped propel Ghanaian music onto the global stage.

However, like many prestigious awards, the GMA has not been without its controversies. Issues surrounding transparency and fairness in the selection and voting processes have arisen, with allegations of bias and favouritism occasionally surfacing. Disagreements about categorisation, disputes between artistes, and rumours of manipulation have all been part of the awards' journey. These controversies underscore the challenges of maintaining credibility and ensuring fair recognition.

Balancing Celebration with Reflection

As the awards continue to evolve, it's important to assess what has been successful, identify areas for improvement, and explore potential future developments.

 Indeed, it isn’t possible for the scheme to have survived over two decades without some introspection, self-assessment and some changes, however, those will not be enough moving forward. The scheme must begin to listen and listen not only to its self. 

Albeit successful, it is backward looking as it has proven to be quiet conservative in changing to suit the times. The world of music has seen significant changes in the last decade, however, stagnation has been the watch word for the scheme. 

It has an ever stagnant Board whose knowledge of the industry is adept and salient but not necessarily relevant to the times. There are numerous stakeholders who are capable of delivering in-depth analysis and information needed for today’s music business but how dare we suggest; Charter House knows it all. 

The scheme should begin to embrace changes akin to today’s technology and innovations, increase the use of data and data driven analysis and desist from solely using and relying on streams and views data. 

How does the scheme not have a mobile application by now? How are votes still being collated and spread through google forms? What happened to utilising industry purposed codes/programmes and leveraging Event-Specific Analytics? The GMA should consider expanding its categories to reflect new and emerging styles. 

Today, we see a significant rise of alternative artistes but the scheme is simply blind. Recognising alternative music, and other innovative sounds can ensure that the awards remain relevant and inclusive of the full spectrum of Ghanaian music. Even the deaf can hear the wonders social media and digital innovation is doing to the music industry but the board is still busy dancing “Azonto to Amapiano”. 

The rise of digital platforms presents a significant opportunity for the GMA. By leveraging cutting-edge technologies such as augmented reality (AR) and virtual reality (VR), the awards can offer immersive experiences for fans. Virtual red carpets, interactive live streams, and augmented reality features can bring the excitement of the awards to a global audience, making the event more accessible and engaging. 

While the GMA have made significant strides in celebrating and promoting Ghanaian music, there are opportunities for refinement and growth. By addressing existing challenges and embracing innovative approaches, the GMA can continue to evolve as a premier platform for recognising musical excellence and shaping the future of Ghana’s music industry. 

By putting aside “accomplishment pride” and embracing these advancements, the GMA can transform from a renowned spectacle into a dynamic, inclusive celebration that resonates with a global audience, reinforcing its status as a leading force in the music industry.