Latif Abubakar, the Chief executive of Globe Productions has urged Ghanaian creatives to look beyond sponsorships and focus on building brands that will attract corporate Ghana.
The celebrated playwright revealed that as part of his strategy to keep afloat in the industry, he decided to start looking beyond sponsorships and adapt the team-building model.
“So, most of my stage plays, I don’t get sponsors, but I get the auditorium full because I have built a team-building model around it, and I sell that to corporate organisations, so they buy bulk tickets for their staff to come and watch,” he said.
He made these comments at the third edition Joy FM’s Showbiz Roundtable: A Thought Leadership Forum held at Labadi Beach Hotel while discussing how to explore the dynamics of sponsorship in the creative space.
According to him, this model works largely because he factors in the corporate world when scripting his plays.
He added that, “this strategy attracts and heightens the interest of company executives in purchasing bulk tickets for their team members because they understand that his production seeks to educate and equip them with more team-building skills that will benefit them.”
Mr. Abubakar revealed that this strategy has made funding productions so much easier that he and his team can carry out a full production and fill an auditorium without involving sponsors.
He encouraged Ghanaian creatives to leave their comfort zones and come up with more innovative ways to attract businesses rather than seeking sponsorships.
This, he believes, is the best way to boost the creative arts industry in Ghana.
