The West Africa Music and Arts Festival (WAMAFest), took place from June 19-22, 2024 in Accra, Ghana.  The event inspired and connected artists with industry experts using panel discussions, networking and masterclasses.  It provided an exciting look at the business side of music and the arts. The event was a partnership of Warner Music Africa, Ghana Tourism Authority, the Beyond the Return Secretariat and CEEK VR with the final day in collaboration with YFM to present the Area Codes Jam concert. 

The conference took place at Labadi Beach Hotel and featured speakers who spoke about the latest trends and opportunities in the music and arts industries for Africa.  Attendees experienced engaging panel discussions covering topics like digital innovation, intellectual property rights, and the evolving global music markets. The entire event was streamed live on CEEK VR, a platform owned by Mary Spio, a Ghanaian entrepreneur passionate about putting her home country in the spotlight. 

Ghana’s Second Lady, Samira Bawumia, was there and gave a keynote address. She expressed her excitement about such an important event happening in Ghana, highlighting its significance for the local creative community. Other government officials in attendance included the Minister of Tourism, Arts & Culture, Andrew Egyapa Mercer, the Deputy Minister of Tourism, Arts & Culture, Mark Okraku Mantey, CEO of Ghana Tourism Authority, Akwasi Agyeman, Creative Arts Agency’s Frank Owusu Kwabena, and Director of the Beyond the Return Secretariat, Annabelle McKenzie. 

Warner Music Africa was a major partner in this event.  Speakers from the label included Bello, Vice President Global A&R, Julian Petty, EVP Head of Business & Legal Affairs and joining virtually was Lavern Thomas, Operations Lead Warner Music West AFrica & Chief of Staff Warner Music Africa.  Their insights shared were invaluable for artists in navigating their careers.  

Other featured speakers and panelists included Ampoule Ousmane Herbert, Creative Industry Promoter of Benin Showbiz Awards, Austin Palmer Director of Partnerships at CEEK VR, Efe Omorogbe, Talent Manager, Music Executive, Filmmaker and Creative Entrepreneur from Nigeria, Reggie Rockstone, Rapper & Entrepreneur, Singer, Efya, Daddy Bosco MUSIGA Director of Special Projects, Bobby Banson, Legal Practitioner and more.

During the opening remarks of the event Hip-Hop Professor and Marketing Strategist, Jasmine Young spoke about the importance of education and collaboration in the arts and emphasised WAMAFest’s role in providing a platform for emerging talents and building a vibrant creative economy in West Africa. She comes with decades of experience in the music industry having worked with major artists including Jay-Z, DMX and Slick Rick. She is currently the Director for Howard University’s Warner Music/Blavatnik Center for Music Business.

Participants also attended masterclasses led by industry experts who shared valuable tips on marketing and promoting their music and art. Edi Lawani, an entertainment and business entrepreneur from Nigeria, gave an eye-opening masterclass called ‘Beyond Afrobeats’. He explained how Afrobeats became a global sensation and offered practical advice on navigating the global industry in order to not be taken advantage of as an artist.

The panel discussion on ‘Where is the Money?’ gave insights to artists on how to make money from other streams of income in order to support their craft. We see many famous artists with their hands in a number of projects outside the music business.  Ghanaian artist, Trigmatic, shared his experience branching into the food business as another way to sustain his art and build a business outside of music.  

These sessions provided hands-on learning experiences, helping artists tackle the complexities of the music and arts business. The conference wrapped up with a networking session and lunch, giving attendees the chance to connect with industry leaders, share ideas, and explore potential collaborations. This interactive part of the conference really highlighted WAMAFest’s commitment to building a supportive and dynamic community for artists and professionals.

The final day of WAMAFest, included the Juneteenth Festival in partnership with the African American Association of Ghana to celebrate the date that commemorates when enslaved Africans were all free in the United States on June 19, 1865. This is when the news finally reached the state of Texas that the law had declared them free two years before the they received the news. The day began with a parade from the W.E.B. DuBois Centre that ended with festivities at the Accra Tourist Information Centre.

The nighttime event was the climax in partnership with YFM 107.9 Radio Station’s Area Codes Jam, featured a massive free concert at the Legon City Mall. The concert showcased performances from both up-and-coming and established artists, including Kidi, Kwaw Kese, and Efya. Special guests Afronitaa and Abigail, who recently placed third on Britain’s Got Talent, wowed the audience with their dance routine from the competition.

The headliner of the night was Black Sherif, one of Ghana’s biggest global artists. His surprise performance sent the crowd into a frenzy, with fans almost breaking through the barricade in front of the stage.

The first WAMAFest was a huge success, showing just how valuable it is to bring industry stakeholders together to spotlight West African talent while giving artists the tools to grow and understand the business side of music and art. This partnership between the Ghana Tourism Authority, Warner Music Africa, CEEN VR, YFM, and others has proven fruitful for building growth in the West African music industry.

Today marks the beginning of a groundbreaking event that promises to set a new standard for cultural and music celebrations in West Africa. From June 19 to June 22, 2024, Accra will host the inaugural West Africa Music & Arts Festival (WAMAFest), a spectacular fusion of music, arts, and culture that celebrates the rich legacy and global influence of West African music and culture.

The festival is a collaborative effort between the Ghana Tourism Authority, Warner Music Africa, and Ceek VR. It aims to create an immersive experience that not only entertains but also educates and inspires. With events scheduled at iconic locations such as the Kwame Nkrumah Memorial Park and the Labadi Beach Hotel, attendees can expect a dynamic mix of activities that highlight the best of West African creativity and talent.

A Historic Connection: Juneteenth and WAMAFest

Choosing to launch WAMAFest on June 19 was a significant decision, linking the festival to Juneteenth – a day of immense significance for the African Diaspora. On this date in 1865, enslaved African Americans in Texas were informed of their emancipation, marking the end of slavery in the United States. Known officially as Juneteenth National Independence Day, this federal holiday commemorates freedom, resilience, and the ongoing struggle for equality.

By opening WAMAFest on Juneteenth, Ghana pays homage to this pivotal moment in history and reinforces its commitment to unity and the empowerment of the African Diaspora. As Akwasi Agyeman, CEO of the Ghana Tourism Authority, has previously stated, “For us here in Ghana, rethinking tourism means rethinking the work we do and we see music and the arts in general as a low-hanging fruit that can help change the fortunes of our country.”

WAMAFest kicks off at the historic Kwame Nkrumah Memorial Park with a soiree on the opening night. The following day at Labadi Beach Hotel, the conference will bring together artists, producers, managers, and industry experts for thought-provoking discussions on emerging trends and the future of West African music. Jasmine Young, Director of the Warner Music Blavatnik Center for Music Business at Howard University, is the co-Founder of the festival and she emphasizes the festival’s mission: “WAMAFest is a platform to give back to society, the impact of the voice that music has given us.”

Throughout the festival, attendees will have the opportunity to participate in master classes and workshops led by acclaimed musicians, songwriters, and producers. These sessions are designed to offer both emerging and experienced artists valuable insights into the business side of music and the arts, fostering growth and innovation within the industry.

The final day of the festival will feature a grand parade organized in collaboration with the African American Association of Ghana (AAAG). On Saturday, June 22, this procession will wind through the streets of Accra, symbolizing shared ancestry and the unbreakable bonds of the African Diaspora and marking Juneteenth.

The climax of events will be the partnership concert featuring YFM Area Codes that will highlight a diverse lineup of artists ensuring the most memorable experience to end this historic festival. Whether you’re an artist, music enthusiast, or someone eager to explore the richness of West African music and culture, the WAMAFest offers something for everyone. For more information on how you can get tickets, visit the website www.wamafestival.com.