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The fusion of sport and music and the opportunities for economic benefits in Africa

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There aren’t many things in this world that hold as important a place in so many people’s hearts – that captivates, inspires, and brings people together in community and celebration – like both sports and music does.

More than just a sound, music connects us to one another, to our culture, our heritage and tells our stories. It allows us to share how we’re feeling, gives us an outlet to express ourselves, and makes our lives more vibrant. And more than just a game, sports can bind people from different backgrounds, cultures, and beliefs in support of their favourite club or team. Through sport we form bonds with one another by watching our team overcome all odds, achieve something new, grab victory from the jaws of defeat or fall short of the win. It helps us feel like we are a part of something bigger than ourselves. Most importantly, both sports and music are simply just fun.

Music has always resonated with sports. From as far back as the 1992 Olympics when the song, Barcelona by Freddie Mercury and Montserrat Caballé was featured as the theme song, to the 2006 Germany World Cup, The Time of Our Lives theme song by Il Divo and Toni Braxton, music has always acted as a catalyst that enables sports stick. In Africa, songs like Jerusalema by Master KG and Nomcebo Zikode, Wavin’ Flag by K’NAAN, Waka Waka by Shakira and Issa Goal by Naira Marley, Lil Kesh and Olamide have also been associated with soccer. African soccer legends like Drogba, Eto’o and Okocha have also been known to be quoted in the lyrics of songs. Recently, Burna Boy’s performance at the Champions league final this year also reinforces the obvious bond between music and sports.

Very much two sides of the same coin, it’s no surprise then that when we bring sports and music together, it can have a powerful impact. Together, they can strengthen communities, fuel political processes, and drive socio-cultural and economic change. This is especially true in Africa which boasts the youngest population in the world, at more than 400 million individuals aged between 15 and 35. Spotify data shows that listeners aged between 18-24 created the most playlists with the word ‘sport’ in them, followed by 25-29 year olds, a clear indication that Africa’s youth is on the pulse of the synergy between music and sports.

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This young population continues to grow rapidly while African talent across both spheres of music and sports is booming in abundance. This is demonstrated by the rise in popularity and proliferation of African genres like Amapiano and Afrobeats internationally; Spotify data shows that African music’s Year on Year growth in international markets rivals that of KPOP. Its leading artists such as Burna Boy, Davido, Tiwa Savage, Rema, DJ Maphorisa, Uncle Waffles and Black Coffee are taking over global stages. Meanwhile, many African athletes are key players for international clubs across sports such as basketball, football and rugby.

With Africa’s music market expected to show an annual growth rate of 11.32% between now and 2027, resulting in a projected market volume of US$47 million by 2027 and total revenue in the sports market on the continent expected to grow at an annual rate of 9.02% between now and 2027, resulting in a projected market volume of $8 million by 2027, it’s clear then that the fusion of sport and music offers substantial potential to help drive economic growth and development.

We can already see this impact realised through partnerships such as the collaboration between Spotify and European football club F.C. Barcelona. Under the first-of-its-kind partnership, the two worked together to bring the worlds of music and football together by giving a global stage to players and artists and building new opportunities to connect with fans at the home of Barcelona’s fans, Spotify Camp Nou. Some of the African artists who have been featured in the 99,000 seat stadium’s advertising board include Firebody DML, CKay, Omah Lay and DJ Spinall. This is in line with Spotify’s aim to leverage F.C. Barcelona’s global fan base to fuel discovery and engagement with artists in turn creating more opportunities for those artists to live off of their art.

The US National Basketball Association (NBA) also took advantage of the collaborative power of sport and music during its All-Star Weekend this year by bringing artists like Burna Boy, Tems, and Rema together as performers for its halftime show.

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Spotify has also partnered with youth basketball non-profit organisation Giants of Africa, for the inaugural Giants of Africa Festival between 12 – 19 August in Kigali, Rwanda. Since 2003, Giants of Africa has positively impacted over 40,000 African youth across 17 countries providing access to basketball courts, camps and clinics. By joining forces, the two will bring together the best of African youth, basketball, music, culture, and entertainment on the continent and beyond to showcase a shared vision for Africa’s future. Playlists with the word ‘basketball’ on Spotify have increased by over 1,300% since 2020, so this partnership is happening at the opportune moment.

The Giants of Africa festival will culminate in a closing ceremony, presented by Spotify, where some of the biggest African artists like Davido, Tiwa Savage, Tyla and Bruce Melodie will perform. These artists’ core listeners on Spotify are aged between 18-29, further underlining Giants of Africa and Spotify’s shared commitment to investing in African youths.

With such a vast pool of particularly young sport and musical talent to be found on the African continent, it’s clear that investment in their development to compete on an international level will drive socio-economic and cultural impact across communities on the continent. By leveraging the connective power of both sport and music together, we can not only create a platform for this young talent but also attract much-needed investment into our local sports and music industries which would help us to discover, nurture and develop the artists and athletes of the future.

By Jocelyne Muhutu-Remy, Spotify Sub-Saharan Africa Managing Director

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Mrs Ethel Ansah-Antwi

From policy to practice: Making productivity a national movement in Ghana- Part 1

Management Development and Productivity Institute (MDPI), Ghana

Productivity is not a corporate buzzword. It is the bedrock of national transformation. Until Ghana moves productivity from the language of policy documents into the lived reality of every worker, farmer, entrepreneur, and public servant, our development aspirations will remain aspirations.

Introduction: A Nation with Ambition but an Execution Gap

Ghana has never suffered from a shortage of ambition. From the bold industrialisation dreams of the Nkrumah era to the Ghana Beyond Aid agenda and successive medium-term development frameworks, the country has produced visionary policy blueprints that articulate what a prosperous, self-reliant Ghana should look like. Yet a persistent and troubling gap remains between policy design and policy delivery — between what is promised and what is practised.

Ghana’s labour productivity, while growing in pockets, continues to lag behind peers in sub-Saharan Africa and falls far short of what is required to accelerate structural transformation. According to the Africa Productivity Report, productivity growth on the continent remains constrained by low technology adoption, weak institutional frameworks, and limited investment in human capital. Ghana is not immune to these forces.

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The question before us, therefore, is not whether Ghana needs a productivity revolution. It plainly does. The question is: how do we move from policy intent to national practice? How do we turn productivity from a technical concern of economists and planners into a movement that every Ghanaian owns and champions?

Why policy alone is not enough

Ghana has had a National Productivity Policy. It has had the Ghana Shared Growth and Development Agenda. It has the Coordinated Programme of Economic and Social Development Policies. These are serious, well-intentioned frameworks. So why does the average Ghanaian worker not feel them?

The answer lies in what management scholars call the implementation deficit — the widening chasm between policy as written and policy as lived. Several structural weaknesses deepen this gap in Ghana. First, our productivity agenda has remained largely top-down, conceived by technocrats and rolled out through bureaucracies without sufficient grassroots ownership.

Second, institutions mandated to drive productivity, including the Management Development and Productivity Institute (MDPI), the Ghana Enterprise Agency (GEA), and sector-specific agencies, have historically been under-resourced relative to their mandates. Third, the culture of measurement is weak: what is not measured is rarely improved, and in many of our workplaces and public institutions, productivity is neither tracked nor rewarded.

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There is also the matter of culture. Productivity is ultimately a behavioural phenomenon. It thrives where there is discipline, accountability, a sense of urgency, and institutional trust. Building that culture in Ghana requires more than new policies. It requires sustained leadership, behavioural change, and a shift in what we celebrate as a society.

Lessons from the Kaizen Philosophy: Small changes, big results

One of the most instructive case studies in translating productivity policy into national practice comes from an unlikely source, Japan’s post-war reconstruction. Faced with the ruins of industrial capacity and a shattered economy, Japan did not simply craft more ambitious plans. It changed the way every worker, manager, and citizen thought about their daily work. The Kaizen philosophy, meaning “change for the better,” spread from factory floors to hospitals, schools, government offices, and eventually entire supply chains.

The Africa Kaizen Initiative (AKI), championed by the African Union Development Agency-NEPAD and supported by Japan’s International Cooperation Agency (JICA), has begun introducing these principles to the African continent, including Ghana. The approach is deliberate: start with enterprises and individuals, embed a culture of continuous improvement at the operational level, and then allow that culture to scale upward into sectors, value chains, and national systems.

The lesson Ghana should draw is powerful: national productivity movements do not begin with national policies. They begin with the person at the desk, the farmer in the field, the nurse on the ward, the teacher in the classroom, deciding that today, they will do their work a little better than yesterday. Policy creates the enabling environment. But the movement must be human.

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Five pillars for making productivity a national movement

Drawing on global best practices and Ghana’s specific development context, I propose five pillars for transforming productivity from a policy commitment into a national movement.

1. Embed productivity in education and early career development

No nation sustains a productivity culture without instilling its values from the earliest stages of human development. Ghana’s educational curriculum at the basic, secondary, and tertiary levels must give explicit attention to time management, work ethic, quality consciousness, problem-solving, and continuous improvement. Technical and Vocational Education and Training (TVET) programmes should become rigorous schools of craft excellence, not holding grounds for those who could not access universities. Employers, universities, and TVET institutions must collaborate to define what “productive work” looks like in Ghana’s context and ensure graduates are equipped to deliver it.

2. Build a national productivity measurement system

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You cannot improve what you do not measure. Ghana needs a robust, regularly updated national productivity database that tracks productivity across sectors, enterprises, and regions. The Ghana Statistical Service, MDPI, and sector ministries must collaborate to develop key productivity indicators, including output per worker, total factor productivity, and process efficiency ratios, and to report on them publicly. This data should inform budget allocation, incentive design, and policy adjustments. Transparency about where Ghana stands and which sectors are improving fosters accountability and healthy competition.

 

 

 

 

 

By Ethel Ansah-Antwi

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Political language

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It will be interesting to check the number of times the phrase “plans are far advanced” and the other one “it is in the pipeline” appear in responses of politicians to questions from their constituents and their public releases. 

It appears they are taught this in special classes organised for them in how to respond to questions during public interactions like town hall meetings etc.  Whenever you hear someone speaking on TV or Radio and using such phrases, the probability of him or her being a politician, a government spokesman or an official of some sort is very high. 

They know they are lying to you but they will still use such language to make you believe that the issues that are of concern to you are being addressed. The worst of them are those with the title Government Spokesman. They will tell you lies with a straight face and attempt to defend the indefensible.

It reminds me of a cartoon someone sent to me.  It showed a woman seriously admonishing his little boy and saying to him “If you do not stop this lying, you will grow up to become a Government Spokesman.” 

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A very interesting observation from the lady but it is a factual statement.  How many times have we not heard statements from government spokesmen, only for us to realise as they say, a few moments later, that they were a pack of lies or to be charitable, a pack of misleading statements.

 This attitude is so entrenched in our society, irrespective of the government in power.  What worries me is that, these persons, would still go to church on Sundays and mosques on Fridays.  They may even be leaders in those churches and mosques.  How they are able to live with their conscience, is something worth researching into.

We may have to design a system that will compel politicians to be transparent so that these political statements that seek to deceive the public, can be reduced if not completely eradicated.  The funny thing is that, they never say how long the pipe is.  All they say is that, it is in the pipeline. 

The integrity of the political leaders, must be evident for people to trust in the democratic experiment we have embarked on in this Fourth Republic.  The culture in other places is that, leaders who are found to have lied, resign voluntarily.

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This is where we have to become deliberate in pushing for such a culture to be adopted and entrenched in our society for good governance to thrive.

Let our political discourse be shaped by language that projects truth and transparency.  This is the only way, the citizens will begin to have faith that they have lost in the democracy we are practicing.

Let us do all we can, as a people, to make values of integrity and accountability become part of the values we cherish as a nation, to compel our leaders to aspire to live by them to help all of us. 

This is because, should democracy fail in this fourth republic, the consequences will be disastrous.  Let us pray for leaders as the Bible instructs so that the deceitful phrases of it is in the pipeline and plans are far advanced, when those declaring them know they are lying, will be a thing of the past.  God bless.

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By Laud Kissi-Mensah

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