Dennis Gawuga
STRATEGIC MARKETING and communications professional, Dennis Gawuga, has urged creatives in Kumasi to treat their craft as a business and position themselves to attract corporate support.
Speaking at the Kumasi Rising forum themed “Positioning The Creative Economy: Shaping Kumasi’s Future” held at the KNUST Great Hall on Wednesday, October 21, 2026, Mr. Gawuga said brands invest in creatives based on value and alignment, not just talent.
“It is business. It’s not just about being a creative,” he said. Responding to a question on when businesses decide to support a creative enterprise, Mr. Gawuga explained that companies look at numbers, brand fit and return on investment.
He cited Shatta Wale’s recent concert, which was supported by MTN MoMo, as an example of a brand leveraging a creative platform that aligns with its objectives. “What value does the artiste bring to the business? Does it align with the business’s brand? Does it align with their business objectives? Those are things they would look at, even if it is under Corporate Social Responsibility,” he added.
Touching on branding, he praised rapper Sarkodie’s submission at the forum, describing it as “very loaded” and called for authenticity and consistency among Ghanaian creatives. “Beyond the talent, you need to be authentic to yourself. Sarkodie mentioned that Nigerians love their own; they love what they have and stick to it consistently. That’s one of the facets of branding – being consistent and true to yourself,” he said.
He also lauded the Rapperholic concept and the broader Kumasi Rising initiative, saying such events drive the creative ecosystem and stimulate the local economy. Mr. Gawuga proposed the need for a unified brand identity for Kumasi that captures its creative potential.
“How do we situate all of that into a unified brand that says one thing about Kumasi? Just like Malaysia says ‘Truly Asia’, what is it that makes Kumasi unique? That’s where all the other facets come together into a unifying statement,” he added.
By Prince Fiifi Yorke
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