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Brand Building Goes Beyond Seeking International Validation – Rex Omar to creatives

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Legendary Ghanaian Highlife musician, Rex Owusu Marfo, otherwise known as Rex Omar, has advised Ghanaian creatives to prioritize investing in their personal and professional development rather than seeking international approval.

According to him, relying on international validation can be counterproductive for local talents.

Speaking to Graphic Showbiz, the ‘Abiba’ hitmaker stressed that it is essential for Ghanaian creatives to focus on improving their skills, creating high-quality content, and making themselves marketable in order to compete on a global scale.

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He emphasized the need for creatives to refine their craft and produce content that can be exported internationally to gain recognition. According to him, this approach will lead to international validation as a result of the quality of the product.

“If we are able to harness our talent and export the creative content, we will get that international validation. This is because when you have a product and you want it to be good, you improve upon it. As you are marketing it, if it is a global product, people will accept it and that is a validation.

“So you don’t necessarily have to go to the UK or the US to be known there because nobody will actually even push you since everybody is pushing their own,” he said.

Rex Omar, who also serves as the Board Chairman of Ghana Music Rights Organisation (GHAMRO), highlighted the significance of having a strong business foundation, stating that international recognition alone is not sufficient to generate income. He pointed out that while many Ghanaian artists may already have international validation, it is crucial to have a solid business strategy in place to capitalize on the revenue potential of their exports.

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