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Africa’s Creative Economy Needs Diaspora Capital and Expertise, Ghanaian Producer Says

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The CEO of Joegad Films, Paul Joegad, is amplifying a powerful call for Africans in the diaspora to invest their capital, skills and global networks into Africa’s burgeoning creative economy.

Joegad believes the Diaspora is the answer to reshaping film, television and cultural content across the continent.

Speaking at a virtual engagement organised with the African Chamber of Content Producers, Joegad emphasised that Africa’s creative sectors hold vast untapped potential, particularly in film and media, but require more structured investment and technical expertise to compete on the world stage.

“Diasporan Africans are uniquely positioned to bridge this gap, bringing skills, networks and exposure gained abroad back home,” Joegad said, outlining the need for a stronger ecosystem that fosters job creation, improves production quality and supports creative independence.

The US‑based Ghanaian film producer announced plans to return to Ghana and Nigeria to spearhead a new project titled Kismet, positioning it as an example of how diaspora leadership can fuel pan‑African storytelling and capacity building.

Paul Joegad. Image credit: @pjoegad

Diaspora: From Remittances to Real Investment

Creative industry experts say Joegad’s appeal reflects a broader shift in thinking: Africa’s cultural and creative sectors should be viewed not as charitable causes but as viable economic engines. With African creative output contributing tens of billions of dollars annually to the continent’s GDP and attracting global audiences, the potential for growth is substantial when backed by strategic capital and professional expertise.

This aligns with wider pan‑African efforts to position culture and creativity at the heart of economic development. Initiatives like Creatives Connect Afrika in Accra have already championed a unified approach to unlocking Africa’s tourism and creative potential, blending arts, heritage and commerce.

Global Context and Cultural Diplomacy

Joegad’s call also touches on a deeper cultural moment: as African music, film, digital content and fashion continue to shape global trends, creatives and investors worldwide are watching closely. Ghana, with its vibrant entertainment scene and growing international collaborations, stands as a key hub in this transformation.

For diaspora Africans — many of whom maintain personal and professional ties to the continent — there is now an opportunity to be active participants in this narrative. By marrying resources and expertise with local talent and markets, experts say Africa’s creative economy can compete not only within the continent but on the world stage.

According to Joegad, the drive toward creative self‑sufficiency is more than economic; it’s about owning Africa’s stories and elevating them authentically to global platforms.

Reels & Social Media Highlights

Medikal in Church and ‘Cheater’ Memes

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Ghana’s social media spaces were ablaze on Tuesday, September 7, 2026, as a potent mix of celebrity worship, relationship debates, and viral security concerns captured the nation’s attention.

The digital streets of Facebook and X (formerly Twitter) were anything but quiet, showcasing the country’s unique blend of humour, outrage, and cultural commentary.

@prophetelbernardsfanpage Prophet Bernard Elbernard Nelson-Eshun weeks ago invited Medikal and he showed up at Spiritlife Revival Ministries #prophetbernardelbernard #bernardelbernard #viral #fyp #SpiritlifeRevivalMinistries ♬ original sound – ProphetElbernards_fanpage

One of the most surprising viral moments featured Ghanaian rapper Medikal, whose surprise appearance at Prophet ElBernard’s Spiritlife Revival Ministries sparked widespread discussion.

Dressed sharply and actively participating in worship, the rapper’s presence challenged perceptions about the intersection of secular celebrity and faith, quickly becoming a top-trending conversation.

Meanwhile, a major debate erupted over the Joy Prime podcast ‘Talk Your Shhh‘ after a panellist advised women to pursue married men they considered “good”.

The comments, perceived as promoting infidelity, drew sharp backlash. Celebrities like Efia Odo and Moliy condemned the advice, fueling a fiery debate about morality and media influence.

Adding a lighter, cross-border twist, a new Ghanaian marriage registry app named Marrify went viral—but for an unexpected reason.

The app’s promotional image featured South African actor S’dumo Mtshali, who has become a pan-African meme for infidelity.

Ghanaians and South Africans flooded the timeline with jokes, dubbing him the “Face of Cheaters” as the app allowed users to check marital status.

Concerns over security also trended after a disturbing CCTV clip of a daylight armed robbery circulated widely, sparking outrage and fear.

The nation’s social mood oscillated between humour and serious debate, reflecting a society deeply engaged with faith, celebrity culture, and pressing social issues.

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Arts and GH Heritage

The Stories We Live With: Inside Nubuke Foundation’s Weight of the Ordinary

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A family photograph resting on a shelf may look like decoration. A half-finished piece of woven cloth may seem incomplete. A living room may simply be a place to sit.

At Nubuke Foundation in Accra, however, these familiar things are being asked to tell deeper stories.

Weight of the Ordinary, a group exhibition featuring Josiah Tsibu Manu, Priscilla Agbeti, Blanche Boni-Mississo, King David Osabutey (Kakalicka) and Sena Burgundy Appau, turns its attention to the overlooked details of daily life—and finds history hiding there.

Manu’s domestic interiors are particularly evocative. Furniture, photographs and household details become unofficial archives, recalling how Ghanaian homes often carry memories that never enter formal histories.

In Agbeti’s unfinished woven works, meanwhile, labour refuses to disappear behind polished craftsmanship.

The incomplete becomes deliberate, leaving viewers to consider the economic and social histories carried by textiles.

Elsewhere, Boni-Mississo examines how spaces determine who can move freely and who is kept at the margins. Kakalicka draws on Akan cosmology through his Ɔhɔhoɔ, or stranger, connecting questions of displacement and belonging with indigenous ideas.

Appau’s monumental blue figures turn inward, contemplating the uncertainty and possibility of becoming.

Together, the artists suggest that the everyday is not neutral. It is where memory is stored, identities are formed and social boundaries are experienced.

For audiences in Ghana and abroad, the exhibition offers an invitation to look again at what familiarity can conceal. Sometimes, the objects closest to us have the most to say.

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Festivals & Events

Lagos Meets Accra: Zephans & Co Brings Summer Style to the City

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When Lagos’ unmistakable style arrives in Accra, expect colour, movement and plenty of personality.

This summer, Zephans & Co is bringing its distinctive fashion world to Ghana’s capital with a pop-up designed to celebrate African creativity, craftsmanship and contemporary style.

The Lagos-based fashion brand’s upcoming Summer Pop-Up offers shoppers an opportunity to experience its latest collection in person while exploring the cultural influences woven into its designs.

Known for pieces that combine striking prints with elegant silhouettes, Zephans & Co draws on textiles and techniques deeply connected to West African fashion traditions.

Visitors can expect handwoven Akwete textiles, hand-dyed Adire, flowing organzas and luxurious silks, alongside the statement pieces that have earned the brand a following among women across the world.

Each fabric brings its own history and visual language.

Akwete, associated with Igbo weaving traditions in Nigeria, and Adire, the celebrated Yoruba resist-dyeing tradition, demonstrate how heritage can be carried into contemporary wardrobes.

But this is more than a shopping stop. The pop-up creates a space where fashion becomes a meeting point between Lagos and Accra—two West African cities with vibrant creative communities and a shared appreciation for bold self-expression.

For international visitors, it offers an intimate introduction to the region’s fashion culture beyond the usual tourist attractions.

For Ghanaians and other Africans in Accra, it is an opportunity to reconnect with familiar fabrics, craftsmanship and the wider story of African design.

With good vibes, beautiful clothing and an atmosphere built around connection and creativity, the Zephans & Co Summer Pop-Up promises an afternoon worth adding to an Accra itinerary. Come for the clothes, stay for the culture, and leave with a piece that tells a story.

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