FASHION designer, Robert Raymond Cudjoe, has urged organisers of the Telecel Ghana Music Awards (TGMA) to acknowledge the vital role of fashion designers and stylists in shaping Ghana’s music industry.
For over two decades, the TGMA has celebrated musical excellence, yet the creative professionals who define artistes’ visual identities often go unnoticed except for the brief spotlight they receive on the red carpet.
In a conversation with Graphic Showbiz on Monday, November 3, Mr Cudjoe who is also the CEO of Chapters Couture, a fashion house, said fashion is not just an accessory in music; it is an essential storytelling tool.
“Fashion designers and stylists are not silent supporters. They are storytellers, image-makers, and cultural ambassadors whose work transforms performance into legacy,” he said.
He cited artistes such as Black Sherif, whose signature looks have become an integral part of his artistry.
“Today, fans don’t only anticipate Black Sherif's performance but also his fashion choices. His distinctive style earned him appearances at the Off-White FW24 fashion show in Paris and the 2024 London Fashion Week. This shows how music and fashion are inseparable,” he added.
While the TGMA has acknowledged the visual side of music through its Best Music Video/Director category since 2001, Mr Cudjoe believes it’s impossible to discuss “visual excellence” without recognising the fashion that brings each frame to life.
He pointed out that videos such as Stonebwoy’s Jejereje, Kuami Eugene’s Cryptocurrency, and Black Sherif’s Konongo Zongo exemplify strong styling and visual coherence.
He also clarified that the call isn’t about adding unnecessary categories but about correcting a creative oversight.
“Introducing a TGMA category such as Best Fashion Designer/Stylist (Music or Performance) would complete the creative chain that links sound, sight and style.”
“It would also strengthen the synergy between Ghana’s fashion and music industries and promote the Proudly Made in Ghana agenda by giving Ghanaian designers global visibility, considering how huge the TGMAs is,” he explained.
This is not the first time professionals have sought inclusion in the scheme—choreographers and other creative groups have made similar appeals in previous years. However, organisers have consistently relied on their “rules of engagement” in determining eligibility.
Mr Cudjoe believes recognising fashion professionals would mark a bold new phase in TGMA’s leadership, aligning it with global award platforms such as the MTV Video Music Awards, BET Awards, and the Grammy Visual Excellence initiatives, which all recognise fashion as a key part of creativity.
“TGMA has proven it can lead in redefining creative benchmarks in Africa. Recognising fashion professionals is the next bold step. It will not only boost designers’ confidence but also inspire artistes to raise their fashion game,” he said.
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