Ghanaian Afro-fusion music duo Lali x Lola received the prestigious Telecel Music for Good Award at the 27th Telecel Ghana Music Awards (TGMA) held last Saturday at the Accra International Conference Centre. The identical twin sisters were honored for their impactful two-year social campaign, #CroxItOut, which leverages music and mentorship to raise breast cancer awareness among Ghanaian youth in schools.
Campaigning Through Music
The #CroxItOut initiative, spearheaded by Lali and Lola, aims to educate young people about breast cancer, a critical health issue. Their campaign, accompanied by a dedicated song, has reached 21 schools across five regions of Ghana. The duo expressed their commitment to expanding their reach to more schools, reinforcing the importance of early awareness and education.
The Telecel Music for Good Award specifically recognizes artists who utilize their platform and craft to advocate for social causes and contribute positively to society. Telecel Group CEO, Moh Damush, emphasized the power of music and connectivity in transforming lives, stating, “We believe that music, like connectivity, has the power to change lives and inspire people.” This award underscores the TGMA’s growing recognition of music’s role beyond entertainment.
Competitive Recognition
Lali x Lola’s #CroxItOut project emerged victorious over other notable social impact campaigns. These included Nacee’s Tree for Life afforestation campaign and the #StopGalamseyNow campaign, as well as Rama Blak’s Asaase Nnwom (Earth Song) project. The award acknowledges the significant effort and reach of Lali x Lola’s chosen cause.
The Telecel Music for Good Award is not just a recognition; it includes a cash prize designed to further support the winning artist’s social impact initiative. This financial backing provides a tangible boost to the ongoing efforts of artists dedicated to social change.
A Voice for Industry Concerns
Beyond their award acceptance, Lali x Lola used their platform to address a significant economic issue within Ghana’s music industry. They highlighted a substantial loss of digital revenue, estimated at over $100 million, due to foreign tax systems. This statement brings critical attention to the financial sustainability of local artists in the digital age.
Born Patricia Delali Dake (Lali) and Trysha Wolali Dake (Lola), the identical twins officially launched their music career in October 2021. They have since become known for their energetic stage presence, charismatic performances, and unique twin synergy, captivating audiences with their Afro-fusion sound.
TGMA Highlights and Evolution
The 27th TGMA was a night of significant moments, with global hitmaker Black Sherif taking home the coveted Artiste of the Year award. Medikal’s track “Shoulder,” featuring Shatta Wale and Beeztrap KOTM, was crowned Telecel Most Popular Song of the Year. The ceremony also featured standout performances from various artists and a moving tribute to the late music legend Daddy Lumba.
The Music for Good Award, previously known as the Green Award, merged with the Telecel Music for Good Award in 2024. Past recipients include Epixode for his advocacy against illegal mining, Eugene Zuta for his anti-human trafficking efforts, and Worlasi for his tree-planting project. This evolution reflects the awards scheme’s increasing focus on the broader societal contributions of musicians.
Looking Ahead
The success of Lali x Lola’s #CroxItOut campaign and their win at the TGMA highlights a growing trend of artists integrating social impact into their careers. As the #CroxItOut campaign continues its school tours, and as the music industry grapples with digital revenue challenges, attention will be on how more artists leverage their influence for social good and how Ghana addresses the economic concerns raised by Lali x Lola.
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