By Simon Asare, GNA
Accra, Aug. 21, GNA – Ghanaian musician Stonebwoy’s BHIM Festival London has reignited discussions about the role of culture in shaping Ghana’s international image, with observers describing the event as an example of how music and the creative arts can support cultural diplomacy and strengthen the country’s soft power.
Held at London’s OVO Arena Wembley, the festival attracted audiences beyond Ghana’s borders, offering a platform for the promotion of Ghanaian music, fashion, language and cultural identity.
Cultural strategist and production expert Nana Kwame Adu-Gyamfi said the significance of the event extends beyond entertainment, arguing that it demonstrates how cultural products can generate international interest in Ghana and contribute to the country’s global reputation.
According to him, the festival exposed audiences to various elements of Ghanaian culture, including a stage design inspired by the country’s Independence Arch, which served as a visual representation of Ghanaian heritage.
He noted that such cultural experiences can encourage curiosity about Ghana among international audiences who may have little prior knowledge of the country.
“Cultural diplomacy can be powerful because it often does not feel like diplomacy,” Adu-Gyamfi said. “People attend concerts for music and entertainment, but in the process they encounter stories, symbols and identities that shape their perception of a country.”
He cautioned, however, that a successful international concert should not automatically be viewed as evidence of soft power, saying influence is built gradually through repeated cultural engagement.
According to him, sustained exposure to Ghanaian culture through music, festivals, food, fashion and sport can help build familiarity and affinity with the country, potentially leading to increased tourism, business opportunities and stronger ties with Ghanaian communities abroad.
Adu-Gyamfi said Ghana’s challenge is not a lack of cultural assets but rather how to convert growing international attention into long-term national benefits.
He highlighted the importance of the Ghanaian diaspora, particularly in cities such as London, where cultural events can serve as spaces for identity, reconnection and community engagement.
Rather than seeing diaspora communities only as consumers of Ghanaian culture, he described them as cultural ambassadors who help introduce Ghanaian music, food, fashion and traditions to wider international audiences.
The analyst also stressed the need to focus on the economic and technical value chain behind major cultural events.
He noted that BHIM Festival London involved professionals working in sound engineering, lighting design, technical direction and production management, illustrating the broader creative industry that supports successful international events.
According to him, Ghana should seek to export not only its artists but also its production expertise, creative businesses and technical professionals to ensure that the economic benefits of cultural exports are more widely distributed.
Adu-Gyamfi called for stronger collaboration between cultural stakeholders and public institutions, including the Ministry of Tourism, Culture and Creative Arts, the Ghana Tourism Authority, the Ministry of Foreign Affairs and Ghana’s diplomatic missions abroad.
He said government agencies do not necessarily need to create cultural platforms themselves but can support and amplify successful initiatives that already have international audiences.
“When significant Ghanaian cultural events take place overseas, there should be strategic thinking around how they connect to tourism promotion, diaspora engagement, destination branding and creative industry development,” he said.
While acknowledging BHIM Festival London’s success as a major entertainment event, Adu-Gyamfi said it should also be viewed as an opportunity to examine how Ghana can leverage its cultural influence for long-term national development.
He said Ghana’s culture is already reaching international audiences and that the next challenge is ensuring the resulting value translates into economic opportunities, stronger international partnerships and an enhanced global reputation for the country.
“The music is travelling. The culture is travelling. The expertise is beginning to travel with it,” he said. “The task now is to ensure the value created by that movement also returns home.”
GNA
Edited by Kenneth Odeng Adade
Reporter: Simon Asare
Email: [email protected]