Accra: Ghanaian actress and fashion icon Nana Akua Addo has emphasized the need for organizers of major Ghanaian events, particularly Charterhouse’s Telecel Ghana Music Awards (TGMA), to treat the red carpet as a serious commercial opportunity rather than a mere decorative feature.
According to Ghana Web, Nana Akua Addo, a prominent figure in Ghanaian fashion, advocated for a significant investment in the red carpet segment, suggesting that event organizers should even consider paying celebrities to attend. She stressed the importance of this investment in generating buzz and maximizing the event’s exposure.
Nana Akua highlighted the financial burden faced by celebrities who attend these events in glamorous outfits without sponsorship, often leading to less impressive appearances. She illustrated the costs involved, pointing out that a dress alone could cost GHS20,000, with additional expenses for makeup, hair, photography, videography, and personal assistants pushing the total to GHS40,000 or GHS50,000. She questioned the rationale behind spending such amounts solely to enhance an event’s ratings.
Drawing from her personal experiences at the African Magic Viewers Choice Awards (AMVCA), Nana Akua shared how she initially financed her red carpet appearances until she began receiving compensation. She contrasted the approach of AMVCA with that of TGMA, noting that Nigerian events carefully control who appears on the red carpet, unlike Ghanaian events where access is granted more freely.
Nana Akua urged Ghanaian event organizers to forge strategic partnerships with renowned fashion icons, sponsor their appearances, and create the kind of pre-event excitement that makes red carpet events highly anticipated.