Ghanaian mobile network operator Tigo Ghana says it will continue to support the development of arts and culture by promoting home-grown talent in the country. “We are passionate about music and we believe that promoting of our artistes is an important part of the growth of the music industry in Ghana,” said Roshi Motman, the Chief Executive Officer for Tigo Ghana. She made this known at the recent Musicians Union of Ghana (MUSIGA) Asanteman Arts Ball and Awards in Kumasi, which was attended by various stakeholders including the Asantehene, Otumfuo Osei Tutu II.
Motman explained that the company is committed to promoting and marketing local music content. “We have introduce the first music-streaming service that provides unlimited music experience in Ghana,” she said. “Through the brand name Tigo Music, our customers can have direct access to the international music platform, Deezer and enjoy over 35 million songs, including African and Ghanaian artistes, on their phones, tablets and computers.”
The Asantehene, Otumfuo Osei Tutu II, who was the special guest of honour said Asanteman Golden Stool would continue to associate itself with events and activities that bring honour and dignity to the people of Ashanti and Ghana. “Music plays an important role in our rich and diverse culture and will continue to support and contribute my quota in every way possible to help preserve our musical heritage,” he said. He further urged musicians who will join in the composition and production of songs to support political activities to be circumspect of their careers and not to be partisan but nation builders.
The event saw incredible performances by Daughters of Glorious Jesus, Noble Nketsiah and Nana Kwame Ampadu, among others.
In late 2014, Tigo Ghana launched Tigo Music and a partnership with Deezer, the international music streaming service that will provide Ghanaians with unlimited music experience. Through pre-paid data bundles, Tigo customers from 31 October 2014 have been able to access and enjoy more than 35 million tracks including African and Ghanaian artistes on their phones and tablets. Additionally, Tigo also sources exciting new and local content through a new venture with the digital music company, Africa Music Rights, which funds, acquires and manages music rights across the African continent.
Tigo CEO Roshi Motman, explained: “We are excited to be the first in Ghana to give our customers such access to unlimited music. Music plays a major role in Ghana’s rich and diverse culture as it is enjoyed at every social event and in private moments. This is a significant achievement for us as we expect more and more people to use smartphones in this part of the world”, she said.
“As a digital lifestyle brand, Tigo Music will enable us to integrate seamlessly into the everyday lives of Ghanaians and promote great local music. I am also excited that we have the support of the Musicians Union of Ghana, MUSIGA,” she added.
The introduction of Tigo Music in Ghana follows the success of its launch in 2012 in Latin America, where it has become an integral part of people’s daily digital lives and synonymous with both live music events headlined by some of the world’s best-known artists, as well as with close-up studio recordings. Tigo Music as a brand has grown in Colombia to become the country's leading music streaming service, with 600 000 users listening on average to more than 400 songs and 40 hours of music every month.
Music streaming is the fastest growing area for the global music industry and music content is already the second most popular mobile phone feature in sub-Saharan Africa.