Telecel has marked 15 years as the headline sponsor of the Telecel Ghana Music Awards (TGMA). The 27th edition of the music awards ceremony recently took place at the Grand Arena of the Accra International Conference Centre. This year’s event saw notable wins for artists like Black Sherif, who secured the Artiste of the Year award for the second time.
The enduring sponsorship from Telecel, which started in 2011 under the Vodafone brand before the rebranding to Telecel in 2024, plays a crucial role in funding the awards. This support allows for the expansion of genre categories and regional music events, such as the TGMA Xperience Concert series. It has also helped launch initiatives like TGMA in Schools. These efforts collectively contribute to the development of Ghana's creative arts sector.
Ghana's creative economy, with music as a significant driver, contributes approximately 3 per cent to the nation's Gross Domestic Product (GDP). Recent years have shown a significant rise in streaming revenue for Ghanaian musicians. The global popularity of Afrobeats, a genre where Ghana has a strong influence, has created substantial cultural and economic export value. This influence extends to other sectors like film, fashion, tourism, and sports.
Patricia Obo-Nai, Chief Executive of Telecel Ghana, emphasized the importance of music and culture in a video address. She stated, “Telecel is committed to connecting energies through music.” She added that building a music industry where artists are recognized for their contributions is a key goal. Theresa Ayoade, CEO of Charterhouse, the organizers of the TGMA, acknowledged Telecel's commitment. She expressed gratitude for their sustained support over many years.
The 27th TGMA celebrated various artists and their achievements. Black Sherif's multiple wins, including Album of the Year, highlight his international success. Medikal's song 'Shoulder' won Telecel Most Popular Song of the Year. The Telecel Music for Good Award recognized Lali x Lola for their breast cancer awareness campaign. This initiative educated young people in 21 schools across five regions.
Telecel views its investment in Ghana’s music industry as integral to its broader identity across the continent. The consistent sponsorship of the TGMA over 15 years allows the telecommunications company to honor artistic talent. It also enables them to contribute significantly to the growth of Ghana's creative economy. This sustained support underpins the awards' ability to recognize and promote Ghanaian music on a global stage.