Accra, Ghana – The Grand Arena of the Accra International Conference Centre buzzed with excitement as the 27th Telecel Ghana Music Awards (TGMAs) unfolded, marking a significant milestone: 15 years of Telecel’s headline sponsorship. The event, held recently, celebrated Ghana’s vibrant music industry, with Black Sherif clinching the coveted Artiste of the Year award for the second time, Medikal’s ‘Shoulder’ earning Telecel Most Popular Song of the Year, and a posthumous lifetime achievement award for highlife legend Daddy Lumba.
A Legacy of Support and Growth
This enduring partnership, initiated under Vodafone in 2011 and continuing through the 2024 rebrand to Telecel, underscores the telecommunications company’s deep commitment to Ghana’s creative sector. Telecel Group’s CEO, Moh Damush, alongside senior leadership, attended the star-studded ceremony, highlighting the strategic importance of the TGMA sponsorship.
Over the past 15 years, Telecel’s support has been instrumental in expanding the TGMA’s reach and impact. This has included increasing genre categories, extending the TGMA Xperience Concert series to regional capitals, and launching the TGMA in Schools initiative. These efforts have directly contributed to the overall growth of the creative arts sector, recognized as a significant driver of Ghana’s economic and social development.
Music as a Cultural and Economic Engine
Patricia Obo-Nai, Chief Executive of Telecel Ghana, emphasized the intrinsic link between music, culture, and identity in her address. “Telecel is committed to connecting energies through music, which is why building a resilient music industry where artists are recognised for their talent, hard work, and impact is important to us,” she stated.
The creative industry, with music at its forefront, is a substantial contributor to Ghana’s Gross Domestic Product (GDP), estimated at 3 percent. The increasing streaming revenues for Ghanaian artists and the global demand for Afrobeats, heavily influenced by Ghanaian sounds, have created significant cultural and economic export value, influencing global film, fashion, tourism, and sports industries.
Celebrating Excellence and Innovation
Theresa Ayoade, CEO of Charterhouse, the organizers of the TGMA, acknowledged Telecel’s pivotal role. “For 27 years, the TGMA stage has amplified the heartbeat of the nation. To Telecel Ghana and our partners, thank you for your commitment and sacrifice in keeping this dream alive year after year,” she expressed.
The 27th edition, themed ‘A Touch of Glitter’, featured electrifying performances from artists like Black Sherif, Medikal, Wendy Shay, and Kofi Kinaata. A special tribute performance honored the late Daddy Lumba, with artists Ofori Amponsah, Okyeame Kwame, and Kwabena Kwabena delivering a memorable rendition.
Record-Breaking Wins and Recognition
Black Sherif made history by becoming the fourth artist to win Artiste of the Year twice, joining an elite group including VIP, Sarkodie, and Stonebwoy. The 24-year-old sensation also secured wins for Album of the Year (‘Iron Boy’), Songwriter of the Year, Best Afro Pop Song (‘Sacrifice’), and Best Hip Hop Song (‘Where Dem Boyz’).
Medikal also had a triumphant night, securing the Telecel Most Popular Song of the Year award for ‘Shoulder,’ alongside wins for Best Hiplife Song, Collaboration of the Year, and Best Hiplife/Hip-hop Artiste of the Year.
The Telecel Music for Good Award was presented to the duo Lali x Lola for their #CroxItOut campaign, a breast cancer awareness initiative that has educated young people in schools across five regions. They will receive a cash prize to further their campaign efforts.
Beyond the Stage: The Telecel Red Room
The evening concluded with the exclusive Telecel Red Room after-party, a space for senior leaders, artists, industry stakeholders, and partners to network and celebrate. This event further solidifies Telecel’s integration within the creative ecosystem.
Future Outlook
Telecel’s sustained investment in the TGMA reflects its broader continental vision of connecting passions and fostering growth. As Ghana’s creative economy continues to expand and gain international recognition, the long-standing relationship between Telecel and the TGMAs is poised to play an even more critical role in shaping the future of African music and its global influence. The success of this partnership suggests a continued trend of telecommunication companies investing in cultural platforms to drive brand engagement and contribute to socio-economic development.
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