Stakeholders in the creative industry gathered at the Mövenpick Ambassador Hotel in Accra to unveil the 'Live The Music' initiative.

Organized by Lynx Entertainment, the program aims to unite and collaborate with players in the creative arts to highlight and project Africa's unique identity.

Speaking on Friday, August 10, 2024, Richie Mensah, CEO of Lynx Group of Companies, explained that the misrepresentation of African values stems from the failure of locals to tell their own stories.

He urged all industry players to join the Lynx family in this effort to reclaim and celebrate the country’s artistic heritage.

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Richie Mensah indicated that the campaign also encapsulated art, dance, fashion, and all other facets that make the industry flourish.

Popular personalities who graced the occasion included Reggie Rockstone, Kwame Farkye, KiDi, Lyrical Joe, and others.

Also addressing the gathering was the Head of Sony Music Publishing in West Africa, Godwin Tom.

The music executive urged his colleagues in the industry to take an interest in owning the catalogs of homegrown music to ensure the sustainability of the culture in the future.

Lynx says Live The Music is not just a campaign but a movement to transform how Ghanaians view and experience music and art.

This is by engaging with every segment of society to foster a deeper appreciation for our rich cultural heritage with the transformative power of music and art.