This article is part of Women in Music, a four-part series exploring the women working behind the scenes in Ghana’s music industry
Benewaah Boateng is a leading Ghanaian music curator, marketing strategist, and creative executive at the forefront of the global African music explosion.
As a Senior Music Editor at Spotify for Sub-Saharan Africa, she was a foundational hire for the platform’s 2021 regional launch, where she continues to shape the reach of genres like Afrobeats and Amapiano.
She is also the founder of Harmattan Rain, a music curation agency dedicated to discovering and documenting alternative African sounds.
Below is our interview:
How and why did you jump into the industry role you’re in?
Benewaah Boateng: I landed here by accident, I often joke. I loved music and discovering new sounds and was excited to share more. My background is in advertising, and the blend of music and marketing seemed like a very interesting combination.
On a closer look, it’s my passion but also my interest to try new things, to learn and fail fast. I embraced the role because it allowed me to contribute positively to the creative economy I was so excited to see growing.
What are some of the positive things about Ghana’s music industry?
Benewaah Boateng: Ghana is a hotbed for music creativity and fusion. The scene may seem small, but it is diverse and interesting. From hausa influenced sounds from Northern Ghana to Asakaa in Ashanti region, Greater Accra’s Asokpo, Takoradi’s rap scene, the emerging dance and house scenes, the alternative scene, and of course the well-known hiplife, highlife, and afrobeats variants.
All of these, combined with the exposure to foreign genres, create such an interesting blend of music coming from all over the world.
What are some of the negative things about Ghana’s music industry?
Benewaah Boateng: We’re surrounded by remarkable creative talent. At times, it feels like the drive to explore bold, distinctive directions could match that level of ability even more. Not only among creators but among consumers as well.
I’d love to see more hometown support. I believe there’s so much opportunity in looking inward instead of striving to replicate what’s already popular elsewhere.
Our cultural identity is powerful, and when we lean into it authentically, it becomes our true competitive advantage.
“In Ghana, the artists Kwartengg, MiDi Kwakwa, and Darkua are high up on my radar. Incredible songwriting and the genre exploration is very dope.”
What’s one thing you wish to see change in the industry?
Benewaah Boateng: More structure, infrastructure, and systems. I wish to see it treated more like a career, like an industry and less like a hobby. Much like the majority of the creative scene.
Who’s your favorite artist (local/international) right now and why
Benewaah Boateng: Right now, I’m excited by Alex Jean and SSTEDI. Both make gospel music. In Hip Hop and RnB and Soul respectively. In Ghana, the artists Kwartengg, MiDi Kwakwa, and Darkua are high up on my radar. Incredible songwriting and the genre exploration is very dope.
What are you working on right now and for this year?
Benewaah Boateng: Right now, I’m learning more about culture and emerging market economies. And like everyone else, Artificial Intelligence (AI).
