Ghanaian media executive and culture curator, Ruddy Kwakye, has raised concerns about the widespread practice of giving out free tickets for events, saying it is a major reason many shows fail to turn a profit.
Speaking on Joy FM’s Showbiz A-Z with Kwame Dadzie, Ruddy stated that many event organisers in Ghana prioritise filling venues over financial sustainability, often distributing large numbers of complimentary tickets.
“You charge a 100, 000 cedis to do a show in Ghana but the reality is you can’t sell a 100,000 dollars of tickets. Half of your December shows by your favourite artistes were all free. They just gave tickets to people to fill it up. It’s an ego trip. Because there is a system; you market in a certain way you would get your money back but there is no short cut around it, thinking we sold the tickets, therefore [we should make profit],” he said.
He stated that there is a proper system for marketing and selling tickets that can ensure profitability, but many organisers ignore it.
Ruddy’s comments were part of a broader conversation about why many Ghanaian event organisers claim financial losses despite announcing sold-out shows.
Renowned playwright Latif Abubakar, noted that relying solely on ticket sales is not a viable business model. According to him, tickets contribute only a small fraction of overall event revenue.
“I always say tickets are insignificant to the cost of a production. Because the amount of money we charge when it comes to ticketing is very small. You can’t depend tickets to produce your events.
He added that one of his strategies includes creating an exhibition space at events, where companies can display their products for a fee, helping to diversify income.
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