ABSTRACT

This study sought to design a new festival brand targeting Ghanaians and Africans in the

diaspora. The objectives of the study were to; (a) understand creative arts branding and its

relevance to African festivals, (b) to analyze industry reports, market trends, and audience

insights to develop a new festival brand, and (c) to create a unique and memorable festival

brand that appeals to the target audience. The results of this study have revealed that,

Afrobeats, Congolese zouk, and the South African Amapiano, to mention the least have been

the pinnacle of entertainment attention and musical success in Africa, and the world is taking

notice. The global music festivals and event market size was valued at $152.2 billion in 2021

and is projected to reach $481.4 billion by 2031, growing at a Compound Annual Growth

Rate (CAGR) of 9.7% from 2022 to 2031. Again, creative arts branding and its relevance to

African festivals have revealed that, those festivals that determine customer requirements and

those that deliver the greatest value to their customers will be successful hence the need for

proper branding of Ghanaian festivals. However, the study brings to light a new festival

brand called “Green Festival”. This festival is based on the green colour of the Ghanaian

flag which stands for the “country’s forests and natural resources”. The main aim of “Green

Festival” is to celebrate Ghana’s natural resources through tourism with tourists of African

descent as its main target audience.

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 TABLE OF CONTENTS

ABSTRACT................................................................................................................................i
TABLE OF CONTENTS…………………………………………………………......……….ii
INTRODUCTION......................................................................................................................1
INDUSTRY REPORTS AND MARKET TRENDS RELATED TO AFRICAN FESTIVALS
....................................................................................................................................................1
CREATIVE ARTS BRANDING AND ITS RELEVANCE TO AFRICAN FESTIVALS......3
THE NEW FESTIVAL BRAND CONCEPT............................................................................4
Green Festival’s Mission...........................................................................................................5
Theme: Celebrating Ghana’s natural resources through tourism...............................................5
Target Audience: Tourists of African descent...........................................................................5
Vision..........................................................................................................................................5
Values.........................................................................................................................................5
Logo:..........................................................................................................................................5
Email: greenfestgh301@gmail.com...........................................................................................5
Social media pages.....................................................................................................................5
FESTIVAL ACTIVITIES..........................................................................................................6
References................................................................................................................................12

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 INTRODUCTION

Marzano and Scott, (2006) define a festival as an organized set of special events, such as

musical performances or plays, usually happening in one place, or a special day or period,

usually in memory of a religious event, with its own social activities, food, or ceremonies: a

film/food/music festival.

Cultural events and festivals have become an increasingly major component of place

branding (Jago, Chalip, Brown, Mules, & Ali, 2002; Marzano & Scott, 2006). Every year a

large number of events of different nature motivate tourists to visit the cities that host them.

This is due to the fact that, in recent times, events have become a central part in people’s

lives, as there has been an increment in leisure and disposable incomes, which has led to the

rapid growth of public events, celebration and entertainment (Etiosa, 2012). Thus, more and

more destinations are trying to figure out the potential of events in the implementation of

various economic and tourist objectives (Oklobdžija, 2015), as well as in the enhancement of

their image (Getz, 2008). Indeed, many destinations worldwide have built events portfolios as

a strategic initiative to attract visitors and to develop their own brand (Blain, Levy, & Ritchie,

2005).

INDUSTRY REPORTS AND MARKET TRENDS RELATED TO AFRICAN

FESTIVALS

2021 was an incredible and record-setting year for the African music and festivities industry

since African music has never been more popular around the world than in the year 2021.

After a global lockdown and a pandemic-impacted 2020, we saw the rise of musical talents

across the continent, with a renewed vibrancy to set the tone for an active year. The ascension

of modern technology, especially the decent access to internet services and gadgets has made

Africa to be united in music. The Afrobeats, Congolese zouk, and the South African

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Amapiano, to mention the least has been the pinnacle of entertainment attention and musical

success in Africa, and the world is taking notice.

In 2022, the African music and festival industry experienced the highest market share than it

ever has globally. The global music festivals and event market size was valued at $152.2

billion in 2021 and is projected to reach $481.4 billion by 2031, growing at a Compound

Annual Growth Rate (CAGR) of 9.7% from 2022 to 2031 (HSBC, 2023).

The Year of Return held in Ghana in 2019 was an initiative of the government of Ghana –

along with the U.S. based Adinkra Group – that was intended to

encourage African diasporans to come to Africa (specifically Ghana) to settle and invest in

the continent. It was formally launched by President Nana Akuffo-Addo in September 2018

in Washington, D.C. as a program for Africans in the diaspora to unite with Africans. The

year 2019 is symbolic as it commemorated 400 years since the first enslaved Africans

touched down in Hampton, in the English colony of Virginia in America (Regitz & Ohad,

2019). The program also recognized the diaspora’s achievements and sacrifices in the time

since that event. Starting from when President Barack Obama made a visit to the Cape Coast

in 2009, many famous, respected and admired African-Americans from the diaspora have

visited Ghana to discover its culture. The Ghana Tourism Authority and the Ministry of

Tourism, Arts and Culture lined up a slate of activities in celebration of the resilience of the

African spirit. Many African Americans shared their stories regarding their experiences in

Ghana during the Year of Return (Year of Return Archives, 2019).

In view of this, the researcher strongly suggests that, in subsequent year of return festivities,

the diaspora should not only visit castles and places of historical importance that are poignant

reminders of our inglorious past. They ought to also visit festivals which tell the story of their

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ancestral roots hence this study is aimed at proposing a new festival for Ghanaians and

Africans in the diaspora to celebrate African culture, music, and arts.

CREATIVE ARTS BRANDING AND ITS RELEVANCE TO AFRICAN FESTIVALS

Festival branding is a more all-encompassing strategy in which particular assets, such as

logos, posters, or signs, are just as crucial as the overall brand. As it represents the brand

identity and experience you want your audience to have, branding is very helpful for festivals

(Marzano & Scott, 2006).

Although in recent times, Ghana has been experiencing an economic meltdown, a plunging

currency, and high costs of living, among other issues – which are all worth noting here as

the country works to create change and achieve the UN’s Global Goals – Ghana is still one of

Africa’s beauties. With its rich traditions, coastal flair, brilliant beaches, gorgeous

hinterlands, diverse culture, vibrant cities, hospitable citizens, and incomparable food, it is

the place to be and should also be spotlighted as a place of unmatched style, bursting with

potential.

While Africa is often perceived in the eyes of the west as a place that needs charity and lacks

development, Ghana, and countries across the continent, are in fact bursting with talent and

potential. They are an indication that with quality investment, Africa as a whole has the

potential to grow from being seen as a place of poverty to a place of opportunity.

This is where branding sets in.

The decision to host cultural events is generally considered on the impacts to the local

economy (Kaplanidou & Vogt, 2007; Kaplanidou et al., 2013; Carlsen & Taylor, 2003;

Tarlow, 2001). Brown, Chalip, Jago & Mules (2002) state that a destination may use events

in order to: increase tourist flows, improve the destination image and awareness of a place,

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enhance tourist development, reduce seasonal fluctuations and extend tourism season, foster

positive economic impact, increase employment, build community pride.

However, according to Shone and Perry (2004), a festival and event will not succeed unless it

meets the motivations, expectations and needs of the participants and the visitors. Those

festivals that determine customer requirements and those that deliver the greatest value to

their customers will be successful hence the need for proper branding (Lamb, et al., 2004).

THE NEW FESTIVAL BRAND CONCEPT

The national flag of Ghana consists of the Pan African tricolours red, green, and yellow with

a black five-pointed star at the center. This flag is a symbol of the country’s sovereignty as

well as the resilience of its people. The flag of Ghana was first hoisted on 6 th March 1957. It

symbolizes new beginnings for the people as well as their victory over their colonizers. Up to

date, the flag of Ghana holds deep symbolism to its people and evokes a deep sense of

patriotism.

This new festival concept, named “Green Festival”, is based on the green colour of the

Ghanaian flag which stands for the “country’s forests and natural resources”. Ghana and

many other African countries boast of forests and natural resources hence this celebration of

greenery in Ghana is a festival made for Africans as a whole.

The festival will be evolved into much more than just a music festival; attendees most of

which will be tourists will have the chance to connect with others who share their interests

from across the world. With African Americans so distanced from their traditional African

roots, the opportunity to travel to the motherland and connect via music, a medium that has

connected us throughout time is invaluable.

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Green Festival’s Mission

This festival is purely touristic. African and diasporic cultures will be joyfully celebrated at
“Green Festival”. Given the centuries of cultural erasure and oppression, it is a powerful
message to the rest of the world that African culture is still thriving. The festival will be held
in three main regions of Ghana; the Greater Accra region, Ashanti region and the Central
region. The aim of this festival is to sell the country’s green natural resources to the world
through tourism.

Theme: Celebrating Ghana’s natural resources through tourism

Target Audience: Tourists of African descent

Vision
 To celebrate the country’s natural resources through tourism

Values
 Display Ghanaian culture through tourism
 Project the country’s green natural resources

Tagline: #Go Green, Save Green!

Logo:

Email: [email protected]

Social media pages

WhatsApp: +233204027239 Instagram: @greenfestgh

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 FESTIVAL ACTIVITIES

The festival will be a 10-day bi-annual festival consciously utilizing the various tourists’ sites

in the country, slave forts and dungeons, slave routes and sacred spaces, traditional and royal

ceremonies, colloquiums and workshops and many more activities.

Buses will be available to transport tourists to tour destinations and back. Regardless of

origin, everyone attending the event will be encouraged to be themselves and express

themselves freely. It is intended to remove barriers and unite individuals. It’s a genuine

encouragement for people to be proud of who they are and where they are from. The event is

completely immersive. You’re met with a sea of brightly colored green outfits with “Green

Festival Logo” imprinted on it and a wide range of music.

Day 1: Akwaaba– Welcome!

Arrive in Accra, Ghana. Transfer from airport to your hotel where you will participate in a

classic chocolate tasting experience. This includes a group knowledge game, an information

session on how to make chocolate from the cocoa bean to the bar, an opportunity to taste 6

different flavors of our Adinkra chocolate, and finally a feedback session. All participants

will leave with one box of Adinkra chocolate containing all six flavors. Enjoy some snacks

during this event. After our chocolate tasting experience, check in to your rooms and relax.

Tourists will be invited to come together in the evening for a welcome dinner and cultural

performance. Overnight at Kempinski Hotel.

Meals Included: Snacks, Dinner.

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Day 2: Accra City Tour

After breakfast, depart for a sightseeing tour of Accra. You will drive through the

administrative and economic districts of Accra, the capital of Ghana. This 137-year-old city

has a blend of colonial and modern architecture that summarize her history. You will visit the

W. E. B. Dubois Centre for Pan African Culture, Independence/ Black Star Square and

Kwame Nkrumah Memorial Park. End your tour at the Arts Centre where you will have an

opportunity to use your bargaining skills to shop from an open-air market for artefacts from

Ghana and West Africa. Overnight at Kempinski Hotel

Meals Included: Breakfast and Lunch.

Day 3: Kakum National Park - Cape Coast Castle – Elmina Castle

After breakfast, check out of the hotel in Accra and depart for the Cape Coast. Upon arrival,

drive through the historic Denkyira Kingdom to Kakum National Park, one of West Africa’s

surviving tropical rain forests. Extending over 360sq km, Kakum is the home to over 40 large

mammals and 400 bird species as well as many species of butterflies, flora and fauna. The

most popular attraction is the Canopy walkway, which is made up of seven bridges extending

330m, hanging 100 feet above the forest floor. Choose between a 2 km nature walk through

this forest to discover the wide variety of exotic floral species and the medicinal values they

offer or take a walk on the canopy walkway. Afterwards, embark on a tour of the infamous

Forts, Castles and Slave Dungeons of Ghana. History will unfold the story of the slave trade

which the impact is still felt beyond the shores of Africa today. Visit the Cape Coast Castle

built by the Swedes in 1653 and was later taken over by the British. This castle also houses

the West African Historical Museum established by the Smithsonian Institute in collaboration

with the Ghanaian Government in 1994. Overnight at Ridge Royal Hotel.

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Meals Included: Breakfast and Lunch.

Join the group for “kasa” (talk time). Kasa provides an opportunity to learn more about

Ghanaian culture or simply talk to each other and share impressions of the tour experience.

Kasa discussions are led by your tour leader or tour guide. (This activity is optional).

Day 4: Elmina – Assin Manso – Kumasi City Tour

After breakfast, check out of your hotel and drive through the forest zone to Kumasi, the seat

of the Ashanti Empire to explore the legends of the famous Ashantis, whose legacies are still

evident today. Enroute, stop at Assin Manso. Visit the site of “Donkor Nsuo”, the former

Slave River and market, the final transit point for a large number of enslaved Africans. This

is the final resting place for two ancestors whose mortal remains were returned from the USA

and Jamaica and re-interred there. Continue your drive to Kumasi where you will visit

Manhyia Palace Museum to obtain firsthand information on the legacies of the Ashanti

kingdom. A regal history that dates back to 1700 is told with relics and artefacts. Enjoy a

drive through the city with monuments dedicated to the memory of the great Ashanti people.

End the day’s tour at the National Cultural Center which features the Prempeh II Jubilee

Museum and various studios of the brass makers, potters and batik makers. Overnight at

Golden Tulip Kumasi Hotel.

Meals Included: Breakfast and Lunch.

Day 5: Ashanti Craft Villages - Kumasi

After breakfast, check out of your hotel and devote this day to visiting the three famous

Ashanti craft villages. After breakfast, depart for Ahwiaa, the wood carvers’ village, Ntonso,

the home of Adinkra cloth, and Bonwire, the Kente weaving village. You will have an

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opportunity to see how African crafts are made and to buy directly from the artisans who

make them. Afterwards, return to Accra. Overnight at Labadi Beach Hotel.

Meals Included: Breakfast and Lunch.

Day 6: Village Naming Ceremony – Time with Chef Binta

After breakfast, depart for a scenic drive to a beautiful village located in the Volta Region.

You will have the opportunity to pay a courtesy call on the paramount chief and elders amidst

traditional drumming and dancing by the villagers and participate in a naming ceremony,

where you will be given a traditional African name. Have lunch as a group and depart to

Accra afterwards. Upon arrival, freshen up in your room and prepare for a time with Chef

Binta where you will engage in a traditional nomadic dining experience. Born and raised in

Freetown, Sierra Leone, to first generation Sierra Leonean Fulanis of Guinean descent, Binta

describes herself as a modern nomadic chef. Like her ancestors she has travelled to many

countries and has worked with renowned African chefs. At Fulani Kitchen she combines her

nomadic Fulani roots, classical training at the Kenyan Culinary Institute and love for rural

life and nature. Her dishes and pop-up diners are authentic, modern environmentally engaged.

By creating a traditional setting, telling you about Fulani culture and serving ancient grains,

indigenous spices and other exciting West-African ingredients in an interactive way, Binta

triggers all senses and takes you to a whole new world. Overnight at Labadi Beach Hotel.

Meals Included: Breakfast, Lunch and Dinner.

Join the group for a final "kasa" (talk time). Kasa provides an opportunity to learn more about

Ghanaian culture or simply talk to each other and share impressions of the tour experience.

Kasa discussions are led by your tour leader or tour guide. (This activity is optional).

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Day 7: Fancy Coffin Makers – Jamestown Walking Tour

After early morning breakfast, depart your hotel and drive to Accra. Upon arrival, visit the

Coffin Makers Shop at Teshie (a suburb of Accra). There, you will see how wood coffins are

carved by hand into exquisite designs, representative of the occupation, interest, or hobby of

the deceased. After lunch on your own, visit Jamestown, the historic center of British Accra.

You will love the bright colors, authentic tastes and rich history of this charming district.

Explore Jamestown’s architecture which has a unique blend of Eurocentric and Ghanaian

influences, a reminder of the district’s history as the seat of British Colonial rule before

Ghana’s independence. Take a picture by one of Ghana’s most famous buildings,

Jamestown’s red and white lighthouse that overlooks the Gulf of Guinea. Upon arrival in

Accra, we’ll check in to our hotel. After some time to relax and freshen up, we’ll come

together for a celebration and farewell dinner and a final “Kasa” around the bonfire.

Overnight at Labadi Beach Hotel.

Meals Included: Breakfast, Dinner

Day 8: The group will be engaged in a special edition of Just Music at Django’s Bar, an

Open Mic /Jam Session at the Rehab Beach Club at Labadi, and attend the Birthright Ghana

Concert at the National Theatre.

Day 9: The group will attend the “Spirit of Resilience Concert” at the Cape Coast Castle and

a groundbreaking ceremony for the construction of a borehole and library at Akuapem.

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Day 10: Farewell/Departure

After breakfast, spend the rest of the day packing and doing last minute shopping. We’ve

secured a late checkout until 5:00PM. After checkout, we’ll depart for dinner. Afterward

dinner we’ll transfer to the airport for check-in and final departure back home.

Meals Included: Breakfast and Dinner

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