Chapter 6: Rethinking the Creative Economy: Addressing Barriers and Exploring Solutions in the Ghanaian Performing Arts Sector

The creative arts industry in Ghana has the potential to make a significant contribution to the country’s economy by creating jobs and generating sustainable income. Additionally, it can promote social inclusion, showcase Ghana’s rich cultural diversity, and foster human development. However, the performing arts sector has struggled to make a substantial economic impact due to insufficient investment and the industry’s perception by corporate Ghana. The lack of political will and the over-politicisation of the creative arts sector are major factors hindering its economic contribution. Furthermore, the sector does not employ effective marketing strategies to promote its products. This chapter addresses issues relevant to the Ghanaian performing arts sector within the creative arts industry. It focusses on Village Minds Production (VMP), a renowned Ghanaian theatre arts organisation. Businesses can increase sales by aligning their mission statements and objectives with the implementation of the internet of things (IoT). The study explores the marketing strategies used by the Ghanaian performing arts industry to create value for both the audience and the industry.