Ghanaian music stars Shatta Wale and Medikal have joined forces with the Ghana Gold Board (GoldBod) in a new initiative aimed at promoting Made-in-Ghana jewellery and expanding the country's gold value addition efforts.
The musicians paid a courtesy call on GoldBod Chief Executive Officer Sammy Gyamfi, Esq., where discussions centred on a strategic collaboration that seeks to showcase locally crafted gold jewellery to audiences in Ghana and abroad.
Under the partnership, both artistes have committed to wearing and promoting GoldBod jewellery through their music videos, live performances, social media platforms and international appearances, including ShattaFest UK.
Using entertainment to grow local industry
The collaboration is expected to increase the visibility of Ghanaian-made gold products while encouraging greater appreciation for local craftsmanship.
Welcoming the initiative, Sammy Gyamfi described the partnership as a practical step towards strengthening the country's jewellery industry and creating employment opportunities.
He said the collaboration would help position Ghana as "Africa's premier hub for gold value addition," adding that promoting locally manufactured jewellery could generate greater economic benefits from the country's mineral resources.
The initiative also aligns with broader efforts to encourage value addition instead of exporting raw materials, allowing more wealth to be retained within the local economy.
A push for Ghanaian products
The partnership reflects a growing effort to use influential public figures to promote locally made products and expand their reach beyond Ghana's borders.
According to GoldBod, collaborations with the creative industry can play a significant role in building demand for Ghanaian products while supporting artisans and manufacturers.
"Together, GoldBod and Ghana's creative industry are proving that when we promote Made-in-Ghana products, we create jobs, add value to our natural resources, and build a stronger national economy," the statement said.
Officials believe the campaign could further elevate Ghana's reputation as a producer of high-quality gold jewellery while opening new opportunities in regional and international markets.
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