Over the past few years, Ghana and Africa as a whole has received a lot of high profile international celebrities, the latest being Grammy awarding-winner, Kendrick Lamar.
The likes of TV Show host and comedian Steve Harvey, American rappers T.I. and Ludacris, American actor Samuel L. Jackson and recent on the list is Da Baby and Kendrick Lamar who visited Nigeria and Ghana respectively.
Most of these celebs either come home to Africa to tour, engage in some business or to discover their roots just like how Chance The Rapper discovered a church his grandparents built in Ghana decades ago.
As some will be wondering what these visits brings to Ghana and Africa as a whole, and also what is effecting these continuous visits, we have outlined them below.
Firstly, Africa is the new trend.
With Afrobeat winning awards and gaining grounds worldwide, it is just a confirmation that most of these visits are driven by the interest to belong and catch the trends. Burna Boy, Wizkid, Fuse ODG, Kidi, Stonebwoy and other African stars keep wining with the genre and the lifestyles associated to it. From the Afrocentric fashion sense, the dances, the language and many more.
African has a very vibrant entertainment market.
The establishment of international record labels and associates in the entertainment space like, Def Jam Africa, Universal Music, Spotify Africa, Boomplay, Twitter and many others in Africa establishes the vibrancy of the African market. The unbelievable rise in entertainment associated activities are leading the drive of bringing these international celebs to Africa.
The urge of collaborating with African stars and creatives.
Da Baby was in Nigeria to collaborate with Afrobeat superstar Davido and Kendrick Lamar was also in Ghana recently to kickstart the promo to his newly released album titled ‘Mr. Morale & the big Steppers’. In the past 3 years, Africa has seen big festivals and stages set and headlined by African musicians even with international stars on bill.
Strategic planning to drive traffic to the motherland.
In 2019, the government of Ghana launched the ‘Year of Return’ campaign which seek to invite foreigners into the motherland to observe the 4000th year since the beginning of slave trade. Also, Rwanda is strategically promoting their country by partnering with PSG and Arsenals football club to drive tourists into their country.
In all these visits and campaign of activities, Ghana and Africa as a whole is receiving massive publicity worldwide and some good foreign exchange too when these tourist visits. Some even permanently relocate and start business to employ the locals.
Source: Talking GH