In today's episode, Adrian speaks Christina Carmel, a prominent A&R figure in the African music industry. We dive into a fascinating discussion about the "year of return" initiative in Ghana and the challenges and successes of being a woman in a male-dominated industry.

We compare navigating the African music industry with the western world, shedding light on differences in professionalism and business approach. We also delve into the impact of famous individuals visiting Ghana, potential strategies to attract and maintain talent, and the influence of creators and social media influencers in promoting tourism, doing campaigns such as Visit Rwanda.

We also explore the prejudice of women in the music industry and the struggles faced by young female artists, with a focus on sexualization and boundaries.

Show Notes

www.thesoundofaccra.com/christina

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Timestamps / Topics



00:00 Intro.

04:53 Uncertain start to next season's BT conversations.

08:04 Uncanny spiritual pull, crucial timing for action.

10:58 Business outline requires tightening up, not taken seriously.

15:22 Passionate about sharing valuable information through panels.

18:01 Addressing the financial viability of independent artists.

20:50 Discussing potential collaborations for Ghana's cultural growth.

24:33 Rwanda's proactive tourism initiative sets regional example.

26:02 Content creators have significant influence in media.

29:00 Refused collaboration due to false empowerment agenda.

32:08 Establish your business as a top priority.

35:39 Sharing psychological tools to support people during lockdown.

38:48 Outro.

Watch season 6 episode 9 with Anthony Owusu-Ansah of ShaQ Express

https://youtu.be/bOZkXf3uRZ4?si=pBjw0ZGHsUZ4-lsK

Catch up with Season 5 here: https://www.youtube.com/watch?v=NnqpgGxTAXg&list=PLJUVirAfWnNoGiJNHHWm6aYTUUberuD5V

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About The Sound of Accra Podcast

Our mission is always the same, to promote Global Ghanaian excellence. And always to bring you closer to Accra, whenever you are, with powerful stories that make you want to take action in your career, business or personal life. 

For almost 5 years, we have been championing global Ghanaian founders, entrepreneurship and Creators through podcasting. We've achieved 10s of thousands of audio downloads worldwide and published well over 150 episodes to date.

It's our mission to grow and establish global audience,  and become a go-to resource for learning about native and diasporan Ghanaian Creators, Entrepreneurs and Founders worldwide. 

I'm kindly asking for your help. Yes, all of you. To leave a review on Apple Podcasts and Spotify, the most popular podcast platforms that you all listen to us on 

Join us as we uncover valuable insights from Christina Carmel and explore the dynamic world of music and business in Ghana!

Mentioned in this episode:

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Workspace Global

Hey, guys. Adrian here. Welcome to the Sound of Accra podcast. If

this is your first time listening, this is the show where we speak to top

Ghanaian founders, entrepreneurs, and creatives worldwide with the aim of

leaving you behind with meaningful takeaways that you can apply in your life,

business, and career. Just for today's housekeeping, for today's

show notes, you can head over to the sound of accra dot com forward

slash Christina. That's the sound of the choir dot com forward slash

Christina for today's show notes. That's c h r i s

t I n a. Yeah? And, just

before we get into the episodes, if you're watching YouTube, hit the like button,

hit subscribe, let us know what you think of today's episodes again in the comments.

If you're listening on the podcast platforms, Apple Podcasts, Spotify,

a 5 star review is very much appreciated. I'd like to

introduce today's guest. We continue on with season 6 in

Accra. I love to welcome Christina Carmel onto the show. Did I

pronounce the name right? Yes. Yes. Just just so that I don't get slaughtered or

anything like that. I know how particular some people are their names. So I'm

sure you guys have probably heard of or seen Christina around. If you

haven't known about her then hopefully you will by this episode. You know, she's an

A and R, you know, she's the host of v VIP Unlocked. She's

got her own show and she's got VIP Unlocked news and then she's

also an author and a speaker and she does lots of wonderful

things, but more or less a journalist in the in the music world. Christina,

thanks for coming on the show. How are you doing? You're welcome. Nice to see

you. Nice to see you. Yeah. I mean, I think we've had a few exchanges,

you know, on on on social media and, you know, we have quite a few,

you know, friends in common, you know. I think even though one of

my friends, Dee Red, you know. So so people like that. So, it's good to

finally get you on the show. I think we've been speaking on and off for

quite some time. For a while. It's good to kind of, you know, have you,

you know, on the show in the flesh as well. Just before we kind of,

like, get into the the meat of the topic, just kinda give a quick elevator

pitch to the audience of those that don't know you about who you are and

and what you do. Okay. So my name is Christina Carmel.

I'm a host, music marketer, and A and R,

all things entertainment and industry. So I've worked with a few

quite a few people actually, through strategy and

and and marketing and all things. And I have a show called VIP unlocked,

which was on MTV based Africa and Sky. If you're in the UK, you would

know. And yeah, just an all around

what would we call it? Just an all around person? Really?

What can we say? Yeah. Yeah. Congrats with VIP unlocked. You know, I've

I've seen a couple on the YouTube. So it's actually on MTV based. Well, did

they actually have Africa? Yes. So it's not so this VIP

unlocked. That's huge. Yeah. It's not a it's not a t it's not, an

online show. It's actually a TV show. TV show. Okay. Cool. And you got the

content you put on. Right. And in the end, yeah. So the people could have

access because it's it's a lot of the time it's on digital. Yeah. And a

lot of people don't have access to it. That was the biggest complaint because I

was never gonna put it on. It was already doing the numbers on television. Yeah.

People were like, oh, what if we don't have this and we don't have the

digits of this. I was like, okay. Put it on YouTube. Yeah. I mean, I

think it's probably a good good place to start, VIP or not. So you've had

a few faces on there, you know, quite a few familiar faces, you know,

South African, Eddie Caddy. Mhmm. I think it's Kenny Ajapong.

Is it Afrocella for future owner? Mhmm. Is it Net Neptunes?

Yep. Is he is he the, the the, ampiano producer? Yep. Yep. Yep.

Yep. The big one. Yeah. You've had quite a few heavy hits. Tell me

about, you know, VIP or Mark Tallow came about and, you know, and and what

people can expect from watching the show? Okay. So VIP started off in

London, essentially. So through the music marketing I was doing, I

have the opportunity to be around a lot of, like, musicians and

and industry people. Mhmm. Everybody has a story untold. So there's a

story that everybody else knows and the story that we behind the scenes knew. Yeah.

And I just felt like, no. This needs to be documented on on camera because

people need to hear the real about what goes on in the music industry.

So I started to film it. But for me, I'm the type of

person that if I'm doing something Mhmm. Like I

always think I'm on 10 automatically when it come I'm a I'm a real

strategist so when it comes to me I'm like always on 10. So I knew

straight away it was going on TV before I even thought about YouTube. I didn't

even think about YouTube. Straight to television. So started to get,

the networks in. This is the idea I have. Yeah. And

yeah. Let's just get behind it. It started off the first season was done in

London. It took a lot of pitching and convincing. It took a lot of

pinching. Yeah. A pitching and convincing. Who do you have the picture to? Like, no

words. Okay. I just put pictures of that actually. Picture then it was the AVH

1, nobody? No. So I had, we're not gonna say her name, but

I had a a woman, Caucasian.

Caucasian woman. Because it is a television is a Caucasian. It's not for us. We're

just trying to navigate our way through it, you know. Interesting. So it it took

a lot of and she What What about BET, you know?

Yes. B but b so BT is the next conversation for the next season.

We we we working our way. I'm essentially, when we first started, yeah, it

was pitched into the network so that as she was she

she said yes, but then apparently I found out that she had conversations

behind closed doors to say she wasn't sure. And it was a

Nigerian who was on her team who was like no you need to

give this a push, you need to give this a chance because of the names

that we had to back it. But it's how we finished. It was how

many it was like 8 episodes. That's how we finished. She wanted to

come to the last the last film in was Afrobi. She wanted to come to

the studio. She wanted to see what was going on. We were the 2nd highest

rated show on the network. Wow. So then I wanna season 2. I wanna

season 2. And I like, but I was like, I'm going to Ghana. And I

dipped out and I did the next season in Ghana. Because it's very trickier

for creators when it comes to the business side. Yeah. So after season

1, I learned a lot and I needed a minute to really master the business.

Mhmm. Came to Ghana again. See the Ghana music

industry is a story of its own. Absolutely sensational. There's a

lot that goes on here. A lot that goes on here for creatives and I

was like no we need to document this as well. Hit the ground of

season 2. Again, didn't even think about YouTube straight. I

was like MTV. I had someone on MTV that was following me on

Instagram. So I was like let me try you

can only just try and see. I shot my shot and it hit

nicely. Back a lot of back and forth conversation

then got it on MTV Africa and MTV West. MTV

based West. Wow. I see. The MTV MTV based West? Yeah. Is that

West Africa? Yeah. So there's 2. They've separated it. So they have MTV

based, MTV based Africa, MTV based West. Why? Some other.

Yeah. Yeah. Why is it like that? Why can't it be They've they've and there's

more. There's MTV based Nigeria. There's MTV. There's loads. Okay. So we just cover I

just was able to dominate those 3 divisions, which makes sense. Fantastic. That's

huge. Now now well done to you. Thank you. Listen. Let's kind of take

a step back because you mentioned moving to Ghana. And that that that's that's huge,

right, for anybody. I'm sure that's how long ago was that? 3

years. Okay. Wow. Time's flown by. So fast. So I'm sure that you've known a

lot since you've been here. I think I've probably

seen you in other interviews where you probably talk about your story, why you moved

to Ghana. What what kind of led you to come here for the

audience? Oh, I needed a break. I

needed a break, Chad. I needed a break. So, yeah. London was

getting a bit different. It was getting a bit unstable. The

economy, we couldn't see where it was going. Yeah. And we all know that

Africa is home. Mhmm. You know, I think we all know

that one of the most frustrating things can be is that we know the potential

of Ghana. Ghana has the absolute most potential, and this is conversation

of, you know, in order for it to be amplified, we need to come and

do the work. Yeah. So it's that in order to build an army, we need

soldiers. Then you need to decide, are you going to stand for your country

or not. Mhmm. You're even gonna be a soldier or you're just gonna sit down

and let someone else do it. Mhmm. And so it was that you

know what? It's time and there was something I had a

conversation with someone because we were talking about it's a spiritual

feeling. Mhmm. I don't know like it can't be explained. You can't

describe it. There is a spiritual feeling that calls you home and

that's when you know it's time. Don't come. I believe don't come before the

call because then you will not know what it is that you need to be

doing when you hit the ground. When that time it's it's it's something

because we know with the Western world even though like for a lot of us,

we were born in London. London isn't home and it was getting

it was becoming very clear that they didn't believe that we belonged. It was very

clear the divide was getting absolutely crazy.

That's when like home calls you. You belong

somewhere and you come from somewhere and I wait for that

call. The first time it called me I said, oh, immediately no.

I said, I ain't coming over there. I don't have the I don't have the

patience. I don't have this. And then I waited a little bit. We went into

lockdown and then we went into lockdown for like 2 years

and then they were trying to introduce another one. That's when it was like

it's time. It's time. And so I came

and been there since. The rest is history. That's amazing. I

find it interesting. I've never really heard anyone, maybe I have Mhmm.

Refer to as a calling. Mhmm. That, like I'm called to come

home. But when they do refer to it as a calling, it's more like,

I'm called to come and do x and y in this

country or in this continent. Mhmm. Interesting perspective.

How did you how did you see did you have a plan in terms of

how you're gonna translate what you're doing in the UK in terms the music industry

over here? Or you just kind of came

wanting to see how things will work out? Did did you come and then you

fucking caught, let's let's see how it goes, or or you

came with this this game plan, this is what I'm gonna do, I'm gonna do

this, I'm gonna do that, I'm gonna do that, Or was it a bit of

both? It's a bit like it were you kind of like kind of like going

to the flow or were you kind of like making making up making up making

up I think it's scary to go with the flow here. Of course. I think

going with the flow too much is a bit like this is not a country

you just wing. Like, I think you need to have I always say just have

a basic structural plan. It doesn't need to be too in-depth,

but you need to have some kind of core foundation. Yeah. And then

you see that how that goes. Mhmm. I kind of

I was so I was working heavily with the Nigerians. I've always worked with the

Nigerian market. Why why do you why do you enjoy working in the Nigerian market?

That's just how I came into the I came in with them. You came in

with them. I came in with the Nigerians, the Nigerian execs, the ANRs, the

promoters. Shout out to Shopcy. Shout out to Smith.

Shout out to Gracie May. I I came in with them, and I will used

to be the only Ghanaian in a lot of the meetings Mhmm. In a

lot of the, we we have a lot of a and r in session. So

a lot of the Nigerian artists will have a and r sessions. I have some

on my page. I have the one with David O. We're all in a Zoom.

I used to always be the only Ghanaian sometimes. Majority of the time, I

was the only Ghanaian in that. Wow. And, you know, and it gets funky

over there. I'm not gonna lie. It does get funky over there especially when it

comes to the outline of business. And I could see how we

were being slept on and we were a bit of a we're not I

wouldn't say we're bit of like we're taken on seriously, but we're not serious and

I think it's just something that is been stamped on us. We're not serious.

So it was like when I came that was one of the major things. It

was like we need to tighten up because this is what your this is what

your brother and sisters are doing over there. Your classmates are doing things.

We need to tighten up. That's the thing you can learn from Nigeria. There's a

lot more forward than us. There's a lot more go go getters, hustlers. More

like that. They compare to, Ghanaians. We're more Ghanaians more lazy. We don't come close.

We got things opportunity to land in our lap. Oh, it's raining. I don't wanna

I don't wanna go to work and stay at home. It's not possible. It's really

they have the same hustle mentality as as very close to how we are in

London. Mhmm. It's go go it's game time. It's game time. All the time. Yeah.

Yeah. And when you tell Ghanaians that this is what's happening, they can't even fathom

that this is how it goes. Mhmm. That you guys have like when,

David did timeless. How many I'm on Zooms from here.

I'm in Ghana. Everyone and everyone is all over the place. That's time

zones but it has to work. Everyone's time zone has to

make sense because this zoom call this album will come out. You understand? But Ghana,

oh, I can't make this time or maybe and

then you know it's like honestly. Yeah. So that Most sense of

urgency, isn't it? None. None. Yeah. None at all. And that was one of my

biggest things. It was like, okay, we need to I need to see what's happening

on this ground Yeah. Because we have the talent. Remember, the Nigerians come

here to do their music. They come here to finish their albums. They come here

for free. I didn't actually know that. I know I knew Nigerians came here to

school because I I went to school in Ghana with Nigeria. Whiskers has a house

here? Not surprised. Then the boys has now bought property. Jay z has

property in East Devon. You understand? Deep, what's happening?

Charlamagne, the God has property in East Devon. Well, he came in last year towards

2020, wasn't it? There was a lot of people that have property you need to

ask yourself why. Why is it that they can see the vision but Ghanaians can't

see you? Because I know Africa is the next frontier.

And so now the most of the conversations I'm having now is like can I

ask you a question? Why? Why are you here? Like

why? When I did my Ghana card, I had this conversation other day. When I

did my Ghana, people were screaming.

And obviously, you need it to do your MTN, Yeah. Yeah. To get your SIM

card or whatever. You're not gonna be that long. It's a long license. Nah. Because

if you get it, it means you're considering staying. What you're staying to do? And

this is industry people. Industry were screaming,

nah. Don't do it. Don't do it. But you're not from here and then

it's like it's like they feel it as like the Titanic

the sunken ship but it's like we can see how

progressive Yeah. And how like forward it

could be so that was one of my first things. I was like, I need

to see what's happening here. Mhmm. I need to get down with the artist themselves,

have the conversations. That was one of the reasons I was like,

VIP unlock Ghana needs to happen because other people also

need to hear the story and the frustrations as well. Yeah. And it

was interesting. It was very very interesting. But after I've been here, oh, I

definitely know I could tell you everywhere they're going like, everywhere they're going

wrong. I mean, it's a whole conversation. There's a whole conversation. Conversation

itself. Yeah. Wow. Very insightful. Cool. I mean,

let's let's talk about, okay. So we've talked about the show. Let's let's talk about

some of the I know you've been on a few panels. Mhmm. Let's let's talk.

I mean, I know you're on you're on, I think, the Afrocella before it became

renamed Afrofuture. Afrofuture. Even that as a conversation. Mhmm. And then

you also you've recently in the infra fest as well, Gaana. Talk us through some

of these panels that you've been on recently and and how it's been for you

and where you where you thought you've been able to bring values to the table

in these discussions. I'm very big on, education. I think

education is power. Mhmm. Education can be more powerful

than currency sometimes Mhmm. If applied correctly. Mhmm.

Knowledge is to be shared, is not to be kept. There's too much gatekeeping

when it comes to knowledge, and information. And and for me, that's why

panels are so important because we need to share this information.

I've got here. I have no reason to gatekeep because for me, it's like if

I eat, you eat. Someone someone had to pave the way

for me in order for me to get you understand? So let me me too

make let I pace pave the way for somebody. Yeah. So I

that's why I love panels so much because I'm very straight to the point. I'm

so I will give it to you funky and fresh, real and straight. And I

love to connect with the people. I love to get them. I'm so big on

community. So for me, panels are just like a great way to

just like get on the stage. I'm a give you the real

tea, real information. And then I always say to

people do with that as you please. Because there's some people that will take this

information, they won't apply it. Or some people will feel, oh, no. Like because

sometimes the truth is very it's hard sometimes. Mhmm.

But with the Afrocella, it was good because it was that with

Afrocella, I've been there from the beginning. So I've seen these boys from the very

beginning to where they're at now. And it was very

good to see how, I'm so big on like one thing I

love right now what's happening is we're bringing a lot of like the professionals from

all different corners of the world into Ghana to spread knowledge.

People who are not necessarily even Ghanaian. Mhmm. And I think

that's key because it's not just about us because there are so many people

in so many sectors doing so many big things, but I'm not necessarily gone

in. And so it's not it doesn't always have to be this concept of like

for us by us. Not anymore. We don't have time like our economy

is all over the but we don't have the time like now we need to

spread knowledge in the masses really quickly. So whoever is

willing to talk like come out and share your story and give

especially the youth. Oh. So much talent. Untapped

talent. But what what can they do? What's the future for the youth looking

like? I mean, because they have

smartphones. They have smartphones now. Because now they have so

much knowledge and nowhere to apply. Mhmm.

That's what scary. Platforms. Content platforms. No? But every

all of them are doing YouTube. True. The problem is now all of them and

then and now there's a there's about to be a tax introduced already. Tax

where? On on YouTube. For Ghanaians who do

the if you register from here. So a lot of them have found a way

to register it. Oh, it's not. Mhmm. Yeah. I mean, the

government's shopping isn't it? The government's shopping big time. And this is

my problem. So now you have a youth who are full of knowledge

and no longer naive to a lot of people's success and stories.

I'm seeing it like crazy and so now it's like what do they

do? Where do they go with that? And this is why you're seeing a lot

of people trying to go abroad. Of course. Because this opportunity with knowledge, there needs

to be opportunity to in order for it to be applied. True. And there isn't

that. True. So it's just you're stuck. It's an imbalance, isn't it? Completely.

It's a huge gap. It's a huge it's a discrepancies. You need to well, it's

a whole conversation again. It's a whole conversation. Whole conversation again.

Going back to the youth and maybe, you know, artists and

creators. Right? We're probably gonna kinda go into creators a little bit because

I think this is where the conversation is going. How do you

see, like, artists, creators, let's say, in Ghana,

like, maybe those that wanna go independent, how do you see them, like, making

money from their craft? Because it's maybe it's a bit maybe it's easy a bit

easier today than it was maybe a few years ago, but, I mean, how do

you see that working and what opportunities do you see in that

space, like independent artists, creators, utilizing their

own platforms, YouTube, uploading their own music to Spotify, Boomplay, etcetera,

trying to, you know, do their own tour? So I think, definitely,

King Promise is someone who definitely I can see taking

over and touring within the African market. It's not easy because a lot

of, key countries within Africa

already have their dominant artists. That's why I said it's kinda

kinda different because if you look at someone like Diamond Platnum's dominating

dominate so it's it's very hard and this is why collaboration is very important. Mhmm.

I think it's very very important. Is it because the African music industry is smaller

than yeah? And it's only now becoming

profitable. And it's only Afrobeats now is only now being

monetized. Like, the game is so the game is so raw now,

so fresh that if you know and you apply

now, you're you will be laughing if you know the game.

I mean you got like Burn a Boy in Apple Music and that was it.

That's huge. Because corporate now is ready to pump money in because

now they understand the value. There's not too much

trust if you and this is why I say like shout out to Shopcy.

Shopcy has been an advocate for Afrobeats from the very beginning where

it took convincing about even being African. Wow. We've gone from

a time where like growing up in London, grew up group. Remember when how it

was to be African? Yeah. We everyone's kinda shy. Everybody's gonna be like

they're West Indian. Yeah. It was just high. It was like, well, everyone's to be

Jamaican, isn't it? Because it's much cooler now. It's the other ones. Now, it's like

Africa is one of the most monetizable,

like, revenue you can structure a whole business around Africa.

And it's it's so crazy how far we've come. So I think now a lot

of companies understand that and they're ready to push. It's crazy. I mean, in

Selfridges, I think the Ghana must go back for, like, a £1,000 and stuff like

that. Which designer was that? Yeah. I can't remember. Yeah. There was a runway designer

with the can you imagine? Yeah. And even there's, like, an American dude now. He's

taken a kente and he's turned into blankets. And they felt just shot their

advert in Mokola market. We've come a very long

way. Mhmm. And if you understand that this is just the

beginning Yeah. Then you you can see like, okay, if

you're able to that's why I said if you have a strategy from now, you

could really set yourself up very well. Yeah. So I think whilst

during your time here, you probably also got a good idea of if someone

wants to kinda tap into the culture like a NFL or something like that, like

how they would kind of go about it. What what kind of what other

what brands what what kind of brands what kind of collabs could

you see maybe happening in the near future in terms of Ghana,

Africa, you know, like, foreign brands, artists, etcetera coming in and

doing stuff, so getting better. La is it

last year? Even last year or the year before,

Good Morning America did their first Oh, yeah. Episode in Sky Bar. Yeah.

Yeah. Oh, that was at Skybar, was it? It was familiar. Yeah. It was a

good start. Stay time. I've never been able to do much work. Everything. They did

the whole set from the balcony. They moved out all the chairs and everything else.

They shut it off. Yeah. Shut the whole and then they showed took

everybody on the tour how they do the can do you know how big that

is? Yeah. I think chef Binta was there, man. Smash them. Right. And to bring

her on the show, actually. Massive massive. So we've had the NFL on Mokola.

We had Apple Now party. We've had Spotify. Yeah.

We had Empire, which and again when you go

to Empire the label. Empire the label. The Empire up and down the label. Yes.

So they had them an event. I saw my actually it's on my Instagram page.

I just posted it. And a lot of people were shocked and I spoke about

it on Instagram. That budget was sensational.

They came ready and prepared, and they catered to the

people on the ground. They wanted to see what was happening. Yeah. Because remember they've

already signed like a shaker, and they've got they've gone. But they wanted

to see again what's happening in Ghana, speak to the people on the ground. Shout

out to Tina Davis. Mhmm. So I

think a lot is happening. Mikaela Cole

show shot her Vogue magazine in Ghana. Her

cover in Ghana.

I can see listen I can see and I

probably I'm gonna remember I said it here first. I can see Oprah coming here.

I can see Oprah and girl shooting up. Girl was already featured in

some of the episodes that they did with, good morning like she came in,

like, I can see Oprah here. I went to the color

purple premiere, they premiered color purple

Mhmm. In Silverbirds. I can see Oprah

coming to Ghana. I think I think I can I think I can see that

too because the people she's affiliated with as well have been coming here?

I know that, there is a young man called Kwame

who is in the bad boy camp. What?

Didi's as in Didi's? Didi. So there has been conversations I

know that have been had with Didi Yeah. And his camp

about coming to Ghana. Yeah. And I think DJ Khaled and What Am I? They

kind of bumped into each other back up see. Yeah. I mean, so I think

Right. Yeah. There's a lot. There's a lot. I know that there's, con there have

been for a while. About 2 years now, there have been conversations with Drake. Yeah.

I think it's it's inevitable. You can see you can kinda see, like, all these

people that you expect to see is is inevitable and that whole

rumor Beyonce coming here to go Right. Disappear. Yeah. Yeah. Maybe she might

come herself. You understand? Yeah. That was fine with us. With her as well actually.

Talks with everybody. I'm pretty sure. So big things

are happening and I think we're going to see such a

shift because now, especially the American market, are now

understanding the beauty, the capitalization, the probability

of doing things in Ghana. Mhmm. And this is where you're gonna

see Yeah. Some big things happening. Yeah. And Africa as a whole, so probably

as well. Because now yes. Good. You said that. Because now look at Rwanda.

So yes. So if you're smart enough to be like a company like Kozo Yeah.

And you understand strategy, then you put yourself ahead of the curve. Because now that

Kozo has gone to open a branch in Rwanda, so one is just building out

their tourism. They're getting ahead of the game. Rwanda

smart, took another initiative taking out Ghanaian

social media influencers to go and test out different,

different tourism in different parts of Africa. So, like, Rwanda took

South African. I know Wesley's just gone to South Africa.

Even I I find it a bit like Ghana.

Mhmm. Because I don't it's good for Africa as a whole, but

for me it's just like wow. So Ghana was really just letting some of their

big boys go like that. Do you see what I'm saying? So so you feel

like Ghana is losing some of their own talent to other countries in the sense

You're using some of the biggest prom biggest promoters

in their lane Yeah. To promote other African countries. How do you

feel about that? That's what I'm saying. I think it's I think I think as

a as a and the African initiative, they're smart. Yeah. Head of the game. Yes,

she is. But if I was like the head of tourism or I'm call I

said this. I'm calling them into the office. Hey. How you doing? Glass of champagne

on arrival. Yeah. Do you want your love for fried rice? I'm going to

sweeten them. Yeah. You they are being used to promote

and and encourage groups of people to leave

and go, and this is what Rwanda looks like, guys. Come on. Let's go. If

Joshua, South African goes, we will go in. Mhmm. Do you

see what I'm saying? It's it's South African says, let's go to the right. We're

all going. Yeah. And they know this. Yeah. So that's why for me, I'm just

like, let's our African countries are shining their eye.

We too, let's not drop the ball. And I think this is amazing place we

are in history of the world because now we're we've got to a stage

where creators are now calling the shots over traditional

media, and I wanna bring this full circle where I found it interesting where

you were going after MTV, Sky Mhmm. Rather when you now have

YouTubers, I mean, people are now pushing the content more on YouTube and other

independent platforms. So when it comes to things like

tourism, you know, you know, the YouTubers and people like that are social media influencers.

They're running the game. So I think, you know, in terms of

Ghana, I mean, there are ways that we can push tourism a lot

better. And I think it's I think we're really maximizing on it. Again, the year

of return always bring that as a as an example of how yeah. It did

great, but we didn't really maximize it as much as we should that particular

year. Mhmm. When you hear it during during during that period Yeah. Yeah. I was

hit. Yeah. Just phenomenal. The traffic was insane though. It but to be honest My

mom was DJ copying a text saying I'm stuck in traffic. Right. And then And

it was it was and I do and I will say this, like, for

me, I will say year of return was a very smart initiative.

We we we have to give it to like, we have to it was a

smart initiative. If we're gonna sit here and say it wasn't

it's it's it's again, it goes back to strategy. It goes

back to you start something it's steps. So you start something,

and then you map it out for 5 years. What does 5 years look like?

Okay. Now what does 10 years look like? And I think for Ghana, it was

we just focused on the 5. And I think now we've passed

that, like so we've done 3 years now, and I think now it's

like there was and it's part of our mentality really. We don't

ever think about the long term. We just think about the now.

So now we're seeing the long term effects

and some positive, some negative. More negative

now than positive, but it started off

strong. And so that's where I'm always a bit

like, we cannot say it wasn't a good we can't say it wasn't a good

initiative. Yeah. No. It was it was a good initiative. Of course. Things could have

been better, but it was a good initiative. Okay. Cool. So, of course, you're

doing some great things. Mhmm. You're female as well.

Fantastic. What what how would you say the industry is streaming

women and females as as a whole? I mean, music industry, how do you feel

about that?

Sorry. I know it's I know it's a whole conversation, but I guess you can

share. Yeah. No. Do you know what? It's yeah. It's it's it's not easy.

Yeah. To be a female in whatever lane you're doing,

especially when it's male dominant heavy. Right? Mhmm.

Do you see more male dominance here than you did? Oh, yes.

Oh, yeah. Yeah. Because it's quite it's quite aesthetically for what How many

women in the industry are there? Yeah. It's also a typical African culture.

Yeah. But there's always, like, there's

always kind of, like, layers to it. But I always

say, like, you have to like, as a woman, you have to stand on business.

Like, I just had this I'm laughing because I just had a situation the other

day where it was, like, I was supposed to work with a company, and they

were trying this whole feminine thing, and I had to shut them down. And I

said, you know, actually, I'm not even really gonna partake in this. And I had

to end it because I was, like, I can't see where this is going. And

for me, it's like what you're trying to do is you're trying to humble me

as a woman. Mhmm. And and woman to woman because it was a woman who

was representing the company. I was like, this is not women empowerment at all. This

is not even empowering. You're just you're you're coming from a a place of

you're either really curious, jealous, envious, or you're trying to

humble me. Crazy. You know? And it's so it's it's not easy

as woman, but I've had I've had a lot of young girls ask me, like,

how do they navigate the scene? Even them as an artist, like, what approach should

they take? And I'm always just, like, stand

on business because you have to eat at the end of the day. And if

you're not too if you're not careful, it you know, the industry can be very

social. Yeah. How do young what is it like? Because I know you're

quite big in youth empowerment and things like that. Mhmm. How is it when you're

speaking to the to the young women out here? You know, how

is it like what what are some of the challenges that they specifically are kind

of going through in terms of creating music industry? I think it's, because it's kind

of male heavy, I think there's a lot of, like, sexualization of women. Okay. But

so, like, they're kinda, like, if you do this, you get this kind of thing?

Yeah. Or just a lot, like, you're going for, like, studio session. It's gets really

flirty or, you know, but that you have to let them know that, you know,

that happens everywhere. So you get to America. Yes. Yes. It it gets the higher

you climb, the worst it is. A 100%. Yeah. So you need to kinda set

set out your boundaries or disciplines from very early. Yeah. You have

to stand on it. You have to stand on business. Yeah. And, you know, you

almost have to, to some degree, walk in your alpha. Mhmm.

Right? You need to know where to switch it off, but you need to walk

in your alpha, but you have to have the balance. Because if you walk in

your alpha too much, you lose that feminine. But you do have to

walk order to navigate this business, I do find you have to be very

type of masculine to be able to kind of get things

done. Yeah. And then you can tune off and, you know, but Yeah. It's not

it's not easy. What would you advise the people, creators

or artists that wanna get into the African music industry,

like, the best way to kind of navigate it as opposed to maybe the

west or the differences? Maybe the differences. Maybe we can talk about that.

The differences of navigating. I think in I think in the

western world, like, like, it's more like 9 o'clock of 9 o'clock, 10

o'clock, 10 o'clock. Right? Your contract is your contract.

Negotiations are easier. I think everybody is very clear from the

very beginning. There's a lot more of a professional approach. You see, with the Afrobeats

scene, you have to be very careful because like I said, it comes it can

become very social, and it can become less

about business and more. If you're not careful, you will just be popping champagne every

other week, and you will be, like, hanging around the who's who's or whatever,

and you will not eat. You have to have boundaries. I

think UK, America is very much

like the celebrations comes after the business.

Here, the business is secondary sometimes easily.

And some people know what they're doing. Some people make it like that intentionally.

Yeah. And that's with everything. Like, a lot of people

will tell you that. So you need to, again, very much from the very beginning

stand on business. People will especially with the African culture,

sometimes it does get a bit like, oh, like, what's what's your problem? Like,

why are you like that? Like, oh, that loosen up because you do have to

be like, listen. But once

you start to walk your talk and that is who you are and it becomes

a part of you, the moment someone deals with you, they know what they they

know what time it is. So they will know to have, like, business has to

be, like, primary. It has to be paramount. You but you have to because

I I see it here a lot where business is secondary. I can see it.

So I can so the main thing again from this is discipline is key.

Absolutely key. It's too it's business here is very

social here in comparison to like, I don't know how you found it, but in

comparison to, like, London Yeah. If you're going for a business meeting,

like, you'll go for a business meeting, you might have, like, food. You might have

drink, but it's a business meeting. It's not

biz and I've I've done this before, like, where it's like, it might be business

meeting and then we've we've ended up in, like, polo. You know what I'm saying?

Yeah. That you might end up at Polo Beach Club in the end. And it's

like but I'm very aware that that's happening. Yeah. Like, I'm very aware

that this was a business meeting and it's turning social. So I know when to

go home or I know when to pull away. Someone who I will say I

noticed does this a lot if you pay attention is Kenny

from Afro Your Future. If you notice about Kenny, if

he's in the club, like, by certain by one, he's

gone. Mhmm. I clocked that. There are certain

people if you pay attention, you'll see certain things. Okay. So you do have

because business gets real funky over the side.

Mhmm. Yeah. Why do you think business culture is is it bit is it

more kind of tied to, like, the culture here in Africa compared to the west?

Do you think that's why business is done in so many ways? Social. Mhmm.

Yeah. I think it it must be because it's like even when you do

business, like, across Africa, it's like that as

a whole. Like, yeah, it is very much let's go for drinks. And it's

like I think when you're in London, you'll be more cautious if you have a

business meeting whether you would order, like, an alcoholic drink or a

juice. Mhmm. You see? But in Ghana, before you've got to

the table, it's like there's a Jack Daniels on the table over

business. You see what I'm saying? Yeah. But this is why you have to have

discipline and discernment because you need to be a pay attention to, like,

your surroundings and know that there is Courvoisier, Jack

Daniels, water, and pineapple juice. And you're in a business meeting, so

pay attention to your surroundings. So yeah. Where where do you think the

industry is going to the, like, Afrobeats, African music industry?

I feel like now that corporate has really got behind it. I

think now is the time to definitely run. We're seeing that, like, a lot of

we have a Grammy, sec a whole Grammy section

now, to for our artists to be nominated. So I think now is the

time for us to really, like, go far and, like,

amplify and really run with it because, like, Africa is now,

and we're seeing Africa is now. So now it's, like, it's our time and our

artists can shine. Brilliant. Yeah. I couldn't have said it any

better, honestly. Yeah. Christine, I've really enjoyed this

conversation. One thing I do wanna tap on

tap on to is, you're an author as well. Mhmm. You launched the book, I

think, a few year was it a few years ago? Yeah. Was it called Change

Your Foot, Change Your Foot? Change Your Life. Yeah. Okay. Tell me about how that

came about. Was it during an interesting time in your life that that Yes. So

that came about during lockdown, where I felt like

everybody was in a very heavy place psychologically.

So I have a degree in psychology, so I know

the tools, the strategies, and and and things to

use to kind of keep yourself in neutral, keep yourself on in

baseline. And I thought, you know what? No better time than now

to give the people the the tea on what we use as

psychologists to kind of, navigate the world and help

and support our clients. So it just it was just about, again, providing the

information and just not gatekeeping. Okay. Great. So that's helping

people navigate the lockdown and so Mental health

and, mental health, bereavement,

your eat it covers everything from strategies to use,

when you're in a certain situation, the foods to eat, how

to journal, exercises. It's like it's all in

there. Mhmm. So it really is a full on guide,

on to just manage you. It literally manages you day to

day. Yeah. Wow. Okay. Cool. We'll definitely have to take a look at that. And

where can everyone find it? So it is in my it's all the stuff is

on my social media. So when you go to my social media, it's a link.

It'll take you to my Shopify store. Okay. Great. Great. We'll make sure that link

is in the show notes as well, so you guys can go ahead and grab

Christina's book, Change of Change of Thoughts, Change Your Life. Yeah?

Brilliant. Christina, it's been fantastic having you on. Thank you.

I would like you to share the audience where anyone can find you. Mhmm.

What other I mean, how they can work with you, in terms of what ways

they can work with you. And then also, if you have any final thoughts you're

gonna leave with our audience before you sign up. Okay. So you can find me

on all social media platforms, Christina, Carmel, and that's

everywhere, Instagram, Snapchat. Be careful with

this. The Snapchat, Instagram and Twitter, TikTok

all on there. Yes. Again, if you wanna if you wanna work

with me, my email is all linked to my social media or you can slam

me a DM. Be clear, be precise and know exactly what you

want. And, yeah, that's

basically Christina Carmel on all social media platforms. Christina Carmel, the

marketing queen. I'm gonna ask you this last question, actually. One of my

old traditional questions. So what is the sound

of Accra to you? So, if someone mentioned the word a crowd, what thoughts,

vibes, feelings come to mind? What's what's, like, the first thing that comes to your

mind? Like What? Just that crowd? Yeah. Like, when you when you when you

think of a crowd, what's, like, the first imagery or sound, you know, that

comes to mind of or or emotion that or feeling

that that comes to mind? It's spiritual. Spiritual. Yeah.

Spiritual. Powerful. Mhmm. I mean, we we did talk about that earlier in the conversation.

Mhmm. Well, there you have it, guys. Christina Carmel, marketing queen,

A and R, you know, host of VIP Unlocked and all that good

stuff. Once again, guys, today's show notes, you can head over to

thesoundofaccra.com/christina. The sound of

accra dot com forward slash Christina for all of today's key wisdom

points, references, nuggets, from today's episode.

Once again, let us know what you think of the episodes. Leave a comment below

if you're watching on YouTube, or drop us an email info at the salon of

the crowd dot com. Someone will pick that up. Okay? Tell us your thoughts about

the conversation. If there's something in particular that you want us to talk about, maybe

we'll jump in a live on Instagram or YouTube and maybe dive

deep into certain topics or, you know, maybe even do Twitter spaces or something like

that. But, yeah, once again, guys, if you're if you're listening on Spotify,

Apple Podcasts, 5 star reviews very much appreciated. I'm Adrian

Daniels. I'm signing out and we'll catch you in the next episode. Thank you so

much guys. Bye. Cheers.