Ghana: Lynx Entertainment launches Live The Music Foundation

The initiative, with backing from Boomplay Music, TiemeMusic, 3Music, Tigon Creative Studios, and various philanthropists, aims to enhance Ghana’s music and arts landscape and deepen cultural appreciation.

It encompasses some 12 components, notable elements including a music museum, a documentary, album releases for veteran musicians and high school talents, an EP for underground artists, and an all-female project. The inaugural legacy album, expected later this year, will celebrate accomplished rapper Reggie Rockstone, widely credited as the founder of the hiplife sound that blends hip hop and highlife. 

“We believe in the transformative power of music and art [as] they are not just forms of entertainment but vital components of our cultural identity and well-being,” a statement says. “Through Live The Music, we seek to inspire every Ghanaian to embrace and celebrate these creative forces in their daily lives.”

Speaking at the launch of LTMF, Lynx CEO Richie Mensah said: “Art from Africa is growing immensely, and this is because we’ve started to understand that. Let’s take our culture… what we have and own, refine it, and serve it to the world. The moment we started doing that, everything changed. Now that we have the attention of the world, should we be able to collaborate like this, sit in the same room, talk about problems, figure things out, work on projects together, we will take over the world with our entertainment – and it starts with the people in this room today.”

Sony Music Publishing (SMP) managing director for West Africa Godwin Tom added: “When our catalogues, our rights, our intellectual property, our DNA, our culture and language are taken away from us, we are going to beg people to create our own music. This is why this [initiative] is essential. If you need a foreigner to come and tell you that you should band together, you have a problem. So, it is wonderful to see that conversation is coming from within.”

LTMF launch follows Lynx’s recent partnership with SMP to expand the regional and global presence for Lynx’s roster, which includes Ghanaian popstars like KiDi, Adina and DJ Vyrusky, as well as emerging acts Kasar, Maya Blu and DSL. The company boasts other strategic partnerships, including distribution deals with EMPIRE for its artists.

Interested creatives and partners can join LTMF by signing up here.