Ghanaian artists urged to tour internationally despite high costs

Rodney Kofi Kyei, CEO of Crux Global, has urged Ghanaian musical artists to continue touring internationally despite the high costs associated with global performances. Speaking on August 26, 2026, Kyei emphasized that the expenses of international shows extend beyond airfare to include promotion and complex production requirements.

Kyei argued that live shows are essential for established artists such as Sarkodie, KiDi, King Promise, and Stonebwoy to connect with fans who act as brand advocates. He suggested a progressive strategy for market expansion: starting with local audiences, moving to neighboring countries like Nigeria, The Gambia, and Sierra Leone, then expanding across Africa, and finally utilizing the Ghanaian diaspora as a gateway to the rest of the world.