He mentioned it was about time the corporate world valued such collaborations as favourable business transactions for the parties involved.

He explained that for a long time, support for the creative sector has been hindered due to the misconception of it being some kind of almsgiving instead of appreciating the worth of potential advantages it offered.

“I think most of the corporate bodies think financing the creative industry is a form of charity. But I believe this kind of relationship is a value-for-value thing and gives all the parties involved something more satisfying.”

“Once you come on board, it gives the organisation the opportunity to interact with prospective customers and also create some form of synergy,” he added.

According to the Game Over hitmaker who was speaking with Graphic Showbiz on the sidelines of the media launch of this year’s Manifestivities concert on Tuesday, November 29 in Accra, he noted the importance of creating a synergy between creatives and corporate bodies in order to establish strategies for lasting mutually beneficial relationships in their dealings.

M.anifest born Kwame Ametepee Tsikata stressed that in order to dispel the negative notions, creative players must also develop plans to provide value to organisations who come on board to support their projects.

“In order to cooperate and work together for a shared goal in a way that will be advantageous to all, we should rewire our thoughts and create that synergy.”

“As artistes, I firmly think if we come up with creative ways to ensure that those who support our work receive returns on their investment, we will not only forge enduring bonds with our sponsors but also dispel the notion that corporate sponsorship is a one-way street,” he added.

M.anifest is currently gearing up for his concert which has been scheduled for Sunday, December 18, 2022 at the Bukom Arena, Accra.

The event which makes a comeback after a year’s break already promises to be exciting with artistes such as Kwesi Arthur, songstress Gyakie, T’neeya, BBrave, Kojo Manuel and Eff the DJ on the bill.

This year’s concert will also feature underground acts who will share the stage with established acts to enable them gain attention in the industry.