Shatta Wale Pitches Gold-Jewellery Collab Ahead of London Show
Dancehall artiste Shatta Wale has expressed interest in partnering with the Ghana Gold Board (GoldBod) to promote locally made jewellery, as he looks to build stronger links between Ghana’s creative industry and its gold sector ahead of his upcoming ShattaFest UK event.
The Visit
Shatta Wale, accompanied by fellow musician Medikal and members of his management team, paid a visit to the Ghana Gold Board to explore areas of collaboration ahead of the London show. According to the artiste, the visit was inspired by admiration for the quality of jewellery being produced through Ghana’s gold industry.
“We literally came here for a collaboration. I’ve been discussing with my brother Medikal the things we’ve been seeing you do for Mother Ghana and how hard you’re working,” Shatta Wale said. “When I saw the jewellery, I was just crazy about it. I was like, no, we need to come and see you and discuss and have some good understanding of it.”
Bridging Creatives and Corporate Ghana
Shatta Wale said the proposed partnership was about more than a single event — he wants to see a lasting bridge built between artistes and corporate institutions, one that could give Ghanaian brands greater visibility on the international stage.
“We want to merge the creatives with the corporate world because I believe most of the time we get scared to approach people like your team. But if you want to break that yoke, we can also call on you when we need your support,” he said.
He also expressed a personal interest in promoting Ghanaian-made jewellery through his own brand, floating the idea of a dedicated jewellery outlet. “We also want to be part of your jewellery spot because Medikal likes jewellery, I like jewellery. If we have to get the proper jewellery store and sell Ghana properly, this is the way to go,” he added.
Medikal on Music as a Marketing Tool
Medikal, part of the delegation, argued that Ghana’s music industry could serve as a powerful vehicle for promoting the country’s gold and jewellery sector internationally. He noted that artistes could use music videos, concerts, and international platforms to put Ghanaian-made products in front of global audiences in a way traditional marketing struggles to match.
GoldBod’s Response
GoldBod Chief Executive Officer Sammy Gyamfi welcomed the proposed collaboration and pledged the Board’s support for ShattaFest UK. He described Shatta Wale as a global ambassador whose reach and influence could help project Ghanaian gold, jewellery, and the country’s broader image to international markets.
The Gold Board said engaging influential figures in the creative sector forms part of its wider strategy to position Ghanaian gold and locally manufactured jewellery as globally recognised brands — a strategy that has previously seen GoldBod Jewellery explore partnerships around promotional and cultural campaigns.
What’s Next
With ShattaFest UK set for London this August, the exact shape of a GoldBod–Shatta Wale collaboration is still being worked out, but both sides appear to see the event as an opportunity to showcase Ghanaian craftsmanship to a diaspora and international audience. If it materialises, it would mark one of the more prominent instances of Ghana’s creative and mineral sectors joining forces on foreign soil.
nsemgh will continue to follow developments on ShattaFest UK and any formal partnership announcements from GoldBod.
