As the festive season approaches, Ghanaian musician EL has taken to social media to encourage the country to showcase its rich musical heritage to visiting tourists. In a post on X, EL, who goes by the handle @ELgh_, asked whether Ghana can make 'Detty December' truly Ghana music-centric. He emphasized that with thousands of visitors expected in the country, it is an opportunity to promote local talent and give them a taste of Ghanaian culture.
EL's post has sparked a significant debate about the role of music in Ghana's tourism industry. He argued that a big part of why people come to Ghana is to experience its culture, sound, and music firsthand. With Ghana having "more than enough incredible music and talent" to soundtrack the entire festive season, EL believes that the country should be intentional about presenting its talent to visitors. This, he suggests, will help to keep the promise of Ghana's positioning as a destination for cultural heritage.
The concept of 'Detty December' began as playful slang for the end-of-year run of parties, concerts, reunions, and beach days. However, it has since grown into a seasonal economy, with travel, accommodation, dining, fashion, transport, and live entertainment all peaking at once. Ghana has worked deliberately to attract tourists, particularly from the African diaspora, through campaigns such as the 2019 Year of Return. These campaigns positioned the country as a place to connect with heritage and culture.
According to EL, Ghana has a rich musical catalogue that can match any destination. This includes Highlife, the guitar-driven backbone of Ghanaian popular music; Hiplife, a blend of highlife and hip-hop; Azonto, a dance movement that traveled across the diaspora; and gospel and traditional drumming. A new generation of artists is also mixing Afrobeats, R&B, drill, and rap with local languages such as Twi, Ga, Fante, and Pidgin. EL's claim of abundance is not boasting, but a description of a deep bench waiting for a bigger stage.
The strongest destinations know that music is a significant tourism product. For example, Jamaica's identity is wrapped up in reggae and dancehall, Brazil's in samba and funk, and Nashville's in country music. Visitors come partly for the sound, and the destination is better for it. Ghana can learn from these examples and make music a central part of its tourism offerings. By doing so, the country can provide visitors with a unique and memorable experience.
EL's call to action is an invitation and a dare to the Ghanaian music industry and stakeholders. He wants to see a deliberate effort to promote local talent and give visitors a clear sense of what Ghana sounds like. If the soundtrack of 'Detty December' could belong to any city, then something valuable would be left on the table. Ghana has the opportunity to showcase its rich musical heritage and make 'Detty December' a celebration of local talent.
As the festive season approaches, it remains to be seen whether Ghana will take EL's call to action and make 'Detty December' a showcase of local music. However, one thing is certain: Ghana has a rich musical heritage that can be a significant draw for tourists. With a deep bench of talented musicians and a rich musical catalogue, Ghana has the potential to become a major destination for music lovers.
Key points
- Ghanaian musician EL is calling for the country to make 'Detty December' a celebration of local music.
- EL believes that Ghana has a rich musical heritage that can be a significant draw for tourists.
- The country has worked deliberately to attract tourists, particularly from the African diaspora, through campaigns such as the 2019 Year of Return.
