‘The creative art industry has evolved, and still is’ - Jeffrey Nortey

Ghanaian actor, comedian, and content creator Jeffrey Nortey has shared his thoughts on the remarkable evolution of Ghana’s creative arts industry, noting that the sector has witnessed significant growth across multiple areas, including music, film, and digital content creation.

Speaking in an interview with Patience Adu on Ghanaweb’s talkertainment, Jeffrey emphasized that the industry has become more dynamic and diverse than ever before, although he believes there is still room for further improvement.

“The creative industry most definitely. I mean, if it’s not evolving, people will not be coming into it,” he stated.

According to him, the quality of creative productions in Ghana has improved tremendously over the years, with musicians, filmmakers, and content creators consistently raising standards.

“We have evolved. There’s more room for improvement, though. Talking about music, sounds, quality, music videos, films, people are shooting back-to-back,” he said.

Jeffrey also pointed to the growing number of platforms available to creatives, noting that opportunities now extend beyond traditional media channels.

'I have always known I would be an actor' - Jeffrey Nortey shares

“We now have more platforms aside from Netflix and Prime. We have YouTube, TikTok, Instagram, Facebook. People are just putting their works out there,” he explained.

The actor praised the entrepreneurial spirit of Ghana’s younger generation, particularly Gen Z creatives, whom he described as innovative, hardworking, and determined to succeed.

“I’ve got much love for them. Their creative powers and everything is different. They take things from a whole different angle,” he said.

While acknowledging that some may view Gen Z individuals as forceful, Jeffrey believes their confidence and drive have contributed significantly to the industry’s growth.

“We have rich Gen Zs, and it’s not family money. It’s not old money. It’s real hustle,” he remarked.

He further highlighted how many young entrepreneurs are leveraging social media to build businesses and generate income.

“Gen Zs are selling stuff on their WhatsApp status. They’re going all out for it,” he added.

Jeffrey also observed that the creative sector is becoming increasingly lucrative, with brands and corporate organizations recognizing the value of partnering with creatives and influencers.

“The creative space is actually paying now, or paying more as compared to before. Brands are partnering with creatives. Corporate bodies are getting to understand, and brands are running after us,” he said.

Describing the current period as a golden opportunity for creatives, the actor encouraged industry players to take advantage of the expanding digital landscape and growing corporate interest in the sector.

“This is the time,” he concluded.

Meanwhile, watch as Jeffrey Nortey shares his career journey from comedy to content creation



PAT/EB