Creative space must look beyond viral fame

Dear Editor,

Going viral can make someone famous overnight, but fame alone cannot build a sustainable entertainment industry.

Ghana is blessed with talented musicians, actors, comedians, content creators and other creative professionals. Social media has also created opportunities for young people to showcase their talents to audiences beyond Ghana.

However, we must ask whether we are building lasting careers or simply celebrating the next person to trend online.

Today, a song, skit or video can become popular within hours and disappear from public attention just as quickly. This culture of virality can create the impression that numbers, followers and online attention are the only measures of success.

Our creative industry needs to go beyond that. Young creative need proper management, business knowledge, financial literacy, education and opportunities to develop their skills. They also need structures that can help them turn talent into sustainable careers.

Ghana has the talent to become a major force in Africa’s creative economy. But talent without investment, structure and professional development can easily be wasted

Let us therefore stop asking only, “Who is trending?”, and begin asking, “Who is building a lasting career?” Our creative deserves more than temporary applause, they deserve an industry capable of turning Ghanaian talent into sustainable success.

From Elijah Arkoh

Kaneshie.

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