Akisi Ackah, the Director of Marketing and Communications at GMX Multimedia, has provided insights into the government’s role in the rollout of the Ghana Music Xperience (GMX) App. She emphasized that government support is primarily operational and regulatory, rather than financial assistance. This clarification comes in response to misconceptions that the app was funded by the Government of Ghana. Rather, the heart-shaped GMX App was developed in response to specific industry concerns, notably the challenges surrounding royalty collection, where the Ghana Music Rights Organization (GHAMRO) plays a crucial role. Ackah highlighted that GHAMRO’s collaboration with the Ministry of Tourism, Arts and Culture is key to understanding the nature of government support in this initiative.
In her interview with Hitz FM, Ackah elaborated on how the partnership with the government primarily focuses on enhancing the regulatory framework that impacts the entire music industry, including crucial issues like piracy. The importance of a supportive regulatory environment was underscored as essential for addressing various industry challenges. By linking the support from the government and GHAMRO, she clarified that the efforts aim to boost industry processes and ultimately aid artists in receiving their rightful royalties. This collaborative approach ensures that the GMX App serves not only as a streaming platform but also as a tool for monitoring and protecting the interests of music creators.
The ceremonial launch of the GMX App took place on October 30, 2024, under the leadership of Vice President Dr. Mahamudu Bawumia. During the launch event at De Icon Centre in East Legon, he acknowledged the completion of the project and highlighted the collaborative effort involving various stakeholders, including the Musicians Union of Ghana (MUSIGA), GHAMRO, music producers, and private sector representatives. Importantly, Dr. Bawumia emphasized the commitment to supporting development expenses associated with the platform. However, Ackah clarified in subsequent comments that the Vice President was specifically referring to GHAMRO’s monitoring functions rather than the streaming capabilities of the GMX App itself.
Furthermore, Ackah delineated that the GMX App is an integrated tool that encompasses a component owned by GHAMRO which is dedicated to ensuring fair royalty tracking and distribution. This distinction is vital to understand the role of GHAMRO within the broader context of the app’s functionality. She maintained that the government’s involvement is primarily about establishing and maintaining a conducive regulatory environment, which is central to addressing the significant issues impacting the music industry. This collaboration highlights the necessity of a multi-faceted approach to tackling the complexities of music rights and revenue in Ghana.
Acknowledging the app’s design by Omni Strategies, Ackah confirmed that GMX Multimedia owns the GMX App, which is expected to fully operational by January 2025. She emphasized that the app was created not merely as a platform for streaming music but also as a comprehensive solution to multiple challenges faced by artists and producers in the Ghanaian music landscape. By integrating regulatory support within the app, GMX aims to actively contribute to the sustainable growth and development of the music industry in Ghana. This initiative reflects a more significant movement toward leveraging technology for improving efficiencies and ensuring the rights of artists are upheld in the digital music space.
In summary, the GMX App represents an innovative response to the pressing issues within the Ghanaian music industry, with government support providing a crucial regulatory backbone. The clarifications made by Akisi Ackah regarding the government’s role emphasize a partnership aimed at fostering a healthier ecosystem for music creators. With the app’s launch and subsequent operational timeline set for January 2025, stakeholders are hopeful that the GMX App will significantly enhance the landscape of music streaming and royalty collection in Ghana, ultimately benefiting artists and contributing to the country’s cultural economy.
