The Role of Artist Management in Ghana’s Music Industry: Challenges, Practices, and Pathways to Professionalisation

Abstract This research paper provides a comprehensive examination of the multifaceted role of artist management within Ghana’s burgeoning music industry, investigating the critical functions, challenges, and opportunities that define artist-manager relationships in this dynamic cultural landscape. The study addresses observed complexities in navigating an industry where effective management is pivotal to artists’ sustained success and global reach. Specifically, it explores how artist managers contribute to career development, brand building, financial planning, and legal safeguarding for Ghanaian musicians, while identifying prevailing management practices, assessing their efficacy, and proposing strategies to enhance professional standards and sustainability within the sector. Employing a purely qualitative approach, the study adopted a case study design utilising three data collection methods. Semi-structured interviews were conducted with 43 purposively sampled participants, comprising artists across career stages, artist managers representing various management models, and industry stakeholders such as record label executives and entertainment lawyers. These interviews were complemented by non-participant observations in naturalistic settings, including recording studios, live performance venues, and industry events as well as a systematic review of relevant documents, including management contracts, industry guidelines, and policy reports. The findings illuminate the unique challenges and opportunities within Ghana’s music management ecosystem, revealing significant gaps in contractual formalisation and financial oversight alongside encouraging grassroots professionalisation efforts. The results suggest that investing in contractual awareness and legal support is one of the most effective strategies for building a sustainable, professional, and globally competitive music industry in Ghana. This parallel suggests that common challenges faced by creative industries in developing nations often stem from systemic weaknesses in legal enforcement and institutional capacity, rather than a lack of codified regulations.