GoldBod Partners with Shatta Wale and Medikal to Promote Ghana-Made Gold Jewellery Worldwide

Ghana’s Gold Board is partnering with music stars Shatta Wale and Medikal to promote locally manufactured gold jewellery as part of a wider strategy to increase value addition, create jobs and expand Ghana’s global jewellery brand.

ACCRA, Ghana — Ghana’s Gold Board (GoldBod) is seeking to harness the influence of two of the country’s biggest music stars, Shatta Wale and Medikal, to promote locally manufactured gold jewellery in domestic and international markets as part of a broader effort to strengthen value addition in the gold sector.

The proposed partnership was discussed during a meeting between GoldBod Chief Executive Officer Sammy Gyamfi and the award-winning musicians in Accra. Officials said the initiative is intended to showcase Ghanaian craftsmanship, encourage the purchase of locally produced jewellery and position Ghana as a leading destination for value-added gold products.

Rather than exporting raw gold alone, Ghana has increasingly sought to retain more value within the country by encouraging local refining, manufacturing and branding. Gold remains Ghana’s largest export, making initiatives that expand downstream industries an important part of the country’s broader economic strategy.

During the discussions, Shatta Wale and Medikal pledged to use their music, public appearances, social media platforms and international engagements to promote jewellery manufactured in Ghana. The collaboration is also expected to feature prominently at ShattaFest UK, where organisers hope to introduce Ghanaian-made jewellery to international audiences, including members of the Ghanaian diaspora.

Speaking during the meeting, Shatta Wale said the visit was driven by a desire to explore collaboration after seeing the progress GoldBod had made in promoting Ghana’s gold industry. He said he had been impressed by the quality of jewellery being produced locally and believed Ghanaian musicians could help increase international recognition for locally manufactured products by incorporating them into performances, music videos and global promotional activities.

The musician added that closer collaboration between Ghana’s creative sector and public institutions could create new commercial opportunities while helping Ghanaian brands reach wider audiences. Medikal echoed those sentiments, saying Ghana’s music industry could become an effective platform for marketing locally manufactured jewellery to consumers both within Ghana and abroad.

He noted that concerts, international performances and digital platforms offered opportunities to showcase Ghanaian craftsmanship while supporting businesses operating within the country’s jewellery industry. Welcoming the initiative, GoldBod Chief Executive Officer Sammy Gyamfi described the proposed collaboration as an important step towards strengthening Ghana’s jewellery industry.

He said increasing demand for locally manufactured jewellery would support sustainable employment, encourage greater value addition within Ghana’s gold sector and reinforce efforts to establish the country as a leading hub for gold processing and jewellery production in Africa.

Gyamfi added that partnerships between GoldBod and influential figures in Ghana’s creative industry demonstrate how locally produced goods can contribute to economic growth by creating jobs, increasing the value of natural resources and strengthening domestic manufacturing.

Why the partnership matters

The initiative reflects a growing trend in which governments and public institutions work with influential personalities to strengthen national brands and promote domestic industries.

While celebrity endorsements are common in consumer marketing, GoldBod’s approach links entertainment with industrial development by using the international visibility of Ghanaian musicians to encourage demand for locally manufactured jewellery rather than focusing solely on exports of raw gold.

Industry observers say such collaborations can help improve brand recognition, particularly among international consumers and members of the Ghanaian diaspora who already follow Ghana’s music industry. If successfully implemented, the partnership could also provide new opportunities for jewellery manufacturers, designers and artisans by expanding awareness of Ghanaian-made products beyond traditional export channels.

A broader value-addition strategy

GoldBod has consistently emphasised that increasing value addition within Ghana’s gold industry is central to its long-term strategy. Instead of exporting unprocessed gold, policymakers have increasingly encouraged investment in refining, jewellery manufacturing and branding to generate higher economic returns, create skilled employment and retain more value within the local economy.

The proposed partnership with Shatta Wale and Medikal forms part of that wider objective by connecting Ghana’s internationally recognised creative industry with one of the country’s most important economic sectors. Although officials have outlined the broad objectives of the collaboration, further details on implementation timelines and specific promotional activities have yet to be announced.

For Ghana’s jewellery industry, however, the initiative represents an attempt to leverage cultural influence alongside industrial policy to increase the global visibility of products designed and manufactured in the country.

Business & Culture Explainer Proposed collaboration

Ghana’s Gold Ambition Meets Music’s Global Reach

GoldBod says it plans to work with Shatta Wale and Medikal to promote Ghana-made gold jewellery. The proposal brings together public policy, local manufacturing, celebrity influence and Ghana’s international cultural reach.

By Nukunya Editorial Desk Business Explainer Based on official statements available at publication

GH AU Value added

At a glance

The Story in Four Points

2 Music ambassadors

Shatta Wale and Medikal are the artists named in the proposed collaboration.

1 Core objective

Promote jewellery manufactured from Ghanaian gold to local and international consumers.

UK International showcase

Officials say the initiative is expected to feature at ShattaFest UK.

GH Economic focus

The proposal supports Ghana’s wider gold value-addition and local manufacturing agenda.

Confirmed position

What We Know

• GoldBod says it plans to partner with Shatta Wale and Medikal.
• The proposed initiative is intended to promote Ghana-made gold jewellery domestically and abroad.
• Officials expect the collaboration to feature at ShattaFest UK.
• GoldBod says the proposal forms part of Ghana’s wider gold value-addition strategy.
• Officials believe the artists’ visibility could help Ghanaian jewellery reach larger international audiences.

Nukunya Analysis

Why This Matters

Ghana is one of the world’s recognised gold-producing countries, but the wider economic value created from finished jewellery, branding, design and retailing can extend far beyond the extraction of raw gold.

The proposed collaboration reflects an attempt to connect the country’s mineral resources with popular culture and international consumer markets.

Shatta Wale and Medikal have audiences that extend beyond Ghana. If structured effectively, their visibility could help locally made jewellery attract attention among diaspora consumers and international audiences who already engage with Ghanaian music and culture.

Potential impact

What Success Could Look Like

01

Stronger Ghanaian Branding

Jewellery could be marketed not only as a luxury product, but as a distinctive expression of Ghanaian craftsmanship, music and culture.

02

Local Manufacturing

Greater demand could support jewellers, designers, refiners, manufacturers and other businesses within the domestic value chain.

03

Diaspora Market Access

International events could provide a route to consumers in the UK and other markets with strong Ghanaian and African diaspora communities.

04

Employment and Skills

A sustained jewellery industry could create opportunities in design, production, certification, marketing, retail and export services.

Editorial transparency

Reporting Versus Analysis

What Has Been Stated

• GoldBod plans to work with the two musicians.
• The focus is Ghana-made jewellery.
• ShattaFest UK is expected to provide an international platform.
• The proposal is linked to value addition.

What Is Not Yet Clear

• The final commercial or contractual structure.
• Which jewellery manufacturers will participate.
• How products will be certified and marketed.
• The initiative’s budget, timetable and export targets.

Quick brief

Key Takeaways

1. 01

   GoldBod says it plans to collaborate with Shatta Wale and Medikal.

2. 02

   The initiative is intended to promote jewellery made in Ghana.

3. 03

   ShattaFest UK is expected to provide an international promotional platform.

4. 04

   The proposal is linked to Ghana’s policy of creating more value from its gold before export.

5. 05

   Important implementation details had not yet been publicly confirmed.

Reader guide

Frequently Asked Questions

What is GoldBod?

GoldBod is Ghana’s Gold Board. It has responsibilities connected to the development, regulation and promotion of Ghana’s gold sector, including efforts to increase local value addition.

Why does GoldBod want to work with Shatta Wale and Medikal?

Officials believe the musicians’ local and international audiences could help Ghana-made jewellery reach consumers who may not normally engage with traditional mining or industrial campaigns.

Has the partnership been finalised?

The available information describes a planned or proposed collaboration. Formal contractual, financial and implementation details had not been publicly set out.

What is the goal of the initiative?

The stated goal is to increase awareness and demand for locally manufactured gold jewellery while supporting employment, local production and Ghana’s broader value-addition strategy.

Where is the collaboration expected to be showcased?

Officials say the initiative is expected to extend to major events, including ShattaFest UK, where Ghanaian-made jewellery could be promoted to international audiences.