The Sound of Ghana, an annual music analytics report by Zach Levi & Associates, evaluates the leading Ghanaian music videos on YouTube by views and engagement (comments, likes, and replies to comments). It reveals key insights on songs which made waves in 2022 and 2023, events that significantly impacted the popularity of artistes, and the interest in the search profiles of Ghanaian artistes beyond Ghana. It presents a case study on the incorporation of data analytics in the creative arts and entertainment industry, with valuable insights for various stakeholders. Music industry professionals can leverage these findings to refine their engagement strategies, while marketing and PR agencies can craft more effective promotional campaigns.
