By Achore Richard
The President of Ghana Tug of War and Former Youth Director of the Ghana Olympic Committee, Emmanuel Nii Adjin Olla Williams has called on the country to recognise dancehall musician Shatta Wale as a major national asset, arguing that the artist’s international popularity and cultural influence could play a greater role in promoting Ghana to the world.
Williams says the musician’s brand represents an economic and cultural opportunity for Ghana, drawing comparisons between his global reach and the country’s traditional exports of gold and cocoa.
“Shatta Wale is not just an artist, he is a national asset, a raw material more valuable than gold and cocoa,” Williams said in a statement praising the musician’s contribution to Ghanaian entertainment.
His comments highlight a wider debate about the economic potential of Ghana’s creative industries and whether the country is doing enough to transform its musical talent into international recognition, tourism and commercial opportunities.
Music as an economic asset
Gold and cocoa remain important pillars of Ghana’s export economy. Williams, however, argues that the country’s international music stars offer another form of value by promoting its culture and identity beyond its borders.
He believes Shatta Wale’s popularity across Africa, Europe, the United States and the Caribbean gives Ghana a platform to reach audiences that conventional promotional campaigns might struggle to engage.
Williams maintains that the musician’s influence could be harnessed more deliberately through partnerships involving the entertainment industry, tourism authorities and businesses seeking to promote Ghana internationally.
Although he describes Shatta Wale as more valuable than gold and cocoa, the comparison reflects his assessment of the musician’s cultural influence rather than an established economic valuation.
Calls for national honours
Williams has also called for Shatta Wale to receive a state award and an honorary doctorate, arguing that the musician deserves recognition for his impact on the entertainment industry and his influence on young people.
He describes the artist as a “Music Doctor” for the emotional connection his songs create with listeners and a “Music Lawyer” for his outspoken position on issues affecting musicians.
The proposed honours are Williams’s personal recommendations. No official decision to confer such recognition was announced in his statement.
Shatta Wale, whose career has made him one of Ghana’s prominent dancehall performers, has built a strong public identity around his music, outspoken personality and dedicated fan base.
Williams argues that these qualities have helped make the musician a significant figure in Ghana’s contemporary popular culture.
Youth employment and the creative economy
The commentator also points to the network of economic activities surrounding Shatta Wale’s career, including music production, dance, event organisation, digital content creation and merchandise sales.
He argues that the musician’s performances and commercial activities provide opportunities for people working across the entertainment value chain.
The wider creative economy can support employment and entrepreneurship, although the number of people whose livelihoods depend directly or indirectly on Shatta Wale would require independent evidence to establish.
For Williams, the musician’s appeal also lies in his ability to inspire young people who identify with his rise in the music industry and his public image as a determined hustler.
He describes Shatta Wale as a voice for ordinary people, including young people in disadvantaged communities, commercial drivers and market traders.
Tourism and Ghana’s international image
Williams believes Shatta Wale could play a greater role in promoting Ghana as a destination for international visitors and investors.
He argues that the musician’s concerts, online presence and international fan base offer opportunities to showcase Ghanaian culture and attract attention to the country.
However, turning celebrity influence into measurable tourism revenue would require coordinated planning, investment and reliable data on visitor spending and the economic impact of entertainment events.
Williams’s proposal reflects a broader question facing Ghana and other African countries: how can the international appeal of their musicians be converted into lasting economic benefits?
‘Give him his flowers while he is alive’
Williams has urged Ghanaians to celebrate Shatta Wale’s achievements while he is alive, rather than waiting until later to recognise his contribution.
He wants the government and the wider public to give greater attention to musicians whose influence extends beyond recorded music and live performances.
“Give Shatta Wale his flowers while he is alive,” he said, renewing his call for a state award, an honorary doctorate and recognition of the artist as a national treasure.
His remarks place the spotlight on the relationship between music, national identity and economic development, while raising questions about how Ghana recognises its cultural exports.
For Williams, Shatta Wale represents more than a successful music career. He represents an opportunity for Ghana to use its creative talent as a stronger instrument of international influence.
Shatta Movement for Life. Ghana to the World.