Ghanaian dancehall star Shatta Wale is seeking a partnership with the Ghana Gold Board (GoldBod) to promote locally made jewellery on the international stage ahead of this year’s ShattaFest UK.
The award-winning musician believes a collaboration between Ghana’s creative industry and the country’s gold sector could help showcase local craftsmanship to a global audience while opening new opportunities for music, fashion and culture.
Shatta Wale made the proposal during a visit to the Ghana Gold Board, where he was accompanied by rapper Medikal and members of his management team. According to the artiste, the meeting was intended to explore possible areas of collaboration before the UK event.
“We literally came here for a collaboration. I’ve been discussing with my brother Medikal the things we’ve been seeing you do for Mother Ghana and how hard you’re working,” Shatta Wale said.
He revealed that he was particularly impressed by the quality of jewellery produced through Ghana’s gold industry and believes artistes can play a major role in promoting those products internationally.
“When I saw the jewellery, I was just crazy about it. I was like, no, we need to come and see you and discuss and have some good understanding of it,” he added.
Shatta Wale said stronger partnerships between creatives and corporate institutions would benefit both sectors, noting that many artistes often hesitate to approach organisations for collaboration.
“We want to merge the creatives with the corporate world because I believe most of the time we get scared to approach people like your team. But if you want to break that yoke, we can also call on you when we need your support,” he said.
He further suggested that Ghanaian musicians could help market locally produced jewellery through their brands and international engagements.
“We also want to be part of your jewellery spot because Medikal likes jewellery, I like jewellery. If we have to get the proper jewellery store and sell Ghana properly, this is the way to go,” he noted.
Medikal also backed the idea, saying Ghana’s music industry offers a powerful platform to market the country’s gold and jewellery products through music videos, concerts and performances abroad.
Responding to the proposal, the Chief Executive Officer of the Ghana Gold Board, Sammy Gyamfi, welcomed the initiative and pledged the Board’s support for ShattaFest UK.
He described Shatta Wale as a global ambassador whose influence could help elevate Ghanaian gold, jewellery and the country’s image on the international market.
According to GoldBod, working with influential figures in the creative industry forms part of its broader strategy to position Ghanaian gold and locally manufactured jewellery as globally recognised brands.
