Music industry headed for same collapse as film – Socrate Safo warns

Renowned Ghanaian filmmaker Socrate Safo has issued a stern warning about the state of Ghana's creative industry.

According to him, the industry is dangerously repeating the mistakes that led to the collapse of the once-vibrant film sector.

In a detailed post shared on his Facebook handle, Safo argued that the current pattern in music and other creative fields mirrors the past.

He recalled how free access, tolerated piracy, and the erosion of value eventually caused the film industry's noise to fade, investors to vanish, and the sector to collapse quietly.

“The film industry once beat its drums by night and by day. The movies were everywhere. The audience was loud. But the money was thin. Free access became normal. Piracy became tolerated. Value disappeared. Eventually, the noise faded, the investors vanished, and the industry collapsed quietly,” he wrote.

According to him, the music industry is going down the same path.

"Today, music and other creative sectors are repeating that mistake, only this time, on a far larger and more dangerous scale," Safo wrote.

He critiqued the prevalent model where artistes incur huge debts to stage free stadium shows, celebrating social media buzz and streaming numbers while facing real financial losses.

“But after the applause fades, the truth appears: losses, debts, regret. Still, instead of asking hard questions, many satisfy themselves with less,” he added.

He dismissed the common victimhood narrative — blaming streaming platforms or lack of support — saying it only justifies destructive decisions.

"Under the cover of victimhood, destructive decisions are justified. Free concerts become “promotion.” Free songs become “strategy.” Empty profits are celebrated as success. Numbers replace income. Visibility replaces value.

“Artistes now pay studios, producers, and engineers to create music, only to release it for free. All that matters is how many streams they get. That is what they brag about. But streams do not pay studio bills. Streams do not build pensions. Streams do not sustain an industry on their own,” he noted.

'Government alone can't save the industry' – Socrate Safo on creative arts sector

He warned that this teaches audiences to expect content and events for free, destroying the habit of paying.

"The fee-paying audience, the very foundation of any creative economy, is disappearing. Just like the people who used to buy films, those who once bought music are being trained out of the habit.

“The same thing is happening with live events. Some shows are funded by artists themselves. Others rely on sponsors. Either way, the audience is learning one thing: wait long enough and the gate will be opened.

“They come early. They wait outside. They know that eventually, someone will shout “free entry”. Over time, paying for tickets begins to feel foolish. Why pay when patience works?" he wondered.

Safo also cautioned that investors and sponsors are watching and will eventually withdraw when they see no returns, leaving the industry "crawling on its belly."

“Sponsors fund concerts and realise there are cheaper ways to get visibility. When they finally get wise, they will not argue on social media. They will simply invest elsewhere. And when that happens, the industry will not just be on its knees. It will be crawling on its belly,” he said.

The filmmaker advocated for a less glamorous but sustainable approach: organising shows in venues that attract paying audiences, building slowly, and respecting value.

“Organise shows in venues that attract fee-paying audiences, even if they are small. Build slowly. Respect value. Let people pay, no matter how few they are.

"Old school is not the enemy. Forgetting lessons is," Safo concluded, urging the industry to understand the painful lessons of history before it is too late.

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