Afrochella returns to Accra in December

Culture Management Group is set to return to El-Wak Stadium in Accra, Ghana, on 29 December with another focus on millennial talent from and within Africa. “The festival,” says an official statement, “welcomes multi-generations around the world to celebrate African culture through art, fashion, food and the universal language, music.”

"We wanted to be able to communicate a certain theme to our audience," the Afrochella team said about the festival's connection to American festival Coachella. "The name was befitting only in its essence but not practically. Coachella is a music-focused festival. While Afrochella highlights musical talent within Africa, the festival is built to highlight African creatives and business."

The first edition of Afrochella took place in December 2017 and had 5 000 people in attendance at the Accra Polo Club. The late pop act Ebony, as well as Ghanaian emerging acts King Promise and Kwesi Arthur performed at the festival.

This year the festival has partnered with Water Aid, a nonprofit whose mission is to make clean water, decent toilets and good hygiene available and affordable. The festival is also interested in partnering with local businesses.

"We would like for our attendee’s – through their experience at Afrochella – to be able to see what is possible within Africa built by Africans," the organisers told Music In Africa.

"From production to design, about 95% of our business needs are met by Ghanaian businesses. We encourage our vendors to interact with our attendees, to discuss business opportunities. Our goal is to encourage our attendees to be involved in the dialogue around building/investing in Africa."

The festival will donate a percentage of ticket sales to Water Aid. An official Afrochella pop-up shop goes up this month, and a range of merchandise will be available to buy online and at the festival grounds by December.

"We would also like to create a hub that connects international companies with talent within Africa," the Afrochella team said about the possibility of expansion. "There is a huge possibility we will extend beyond Ghana. However, not before we have completely accomplished our goals in Accra.

Afrochella tickets are available for purchase here, starting from 50 Ghanaian cedi ($10).