In this edition of Explore Africa, I take a detour from my usual path to celebrate a brand that has left an indelible mark on Ghana’s cultural, entertainment and tourism landscape for the past 25 years: Charterhouse.
Last Monday, industry players, media personalities and long-time collaborators gathered at the Charterhouse office in North Kaneshie for a night of reflection and festivity.
The occasion?
The 25th anniversary of a company that has not only shaped Ghana’s entertainment industry but has also played a pivotal role in positioning the country as a vibrant tourism destination.
I couldn’t make it, but I got all the vibes that went on at the party.
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From producing relatable content for television through electrifying music awards to rib-cracking comedy nights, Charterhouse has cemented itself as the driving force behind some of Ghana’s most iconic events.
Its legacy is woven into the fabric of the nation – a testament to the power of vision, resilience and an unwavering belief in the potential of Ghana’s creative industry. No wonder its lifelong payoff line has been “the power behind the performance.”
A visionary journey: From humble beginnings to national icon
Founded in 1999 by power couple Iyiola and Theresa Ayoade, alongside Philip Ayesu, Charterhouse began as a daring venture to elevate Ghana’s entertainment scene.
At a time when structured platforms for music, television and live events were scarce, they saw an opportunity to build something groundbreaking.
Their gamble paid off. Today, Charterhouse stands as a beacon of innovation and excellence.
The Dome at the Accra International Conference Centre – a state-of-the-art venue for concerts, exhibitions and corporate events (and the de facto home of the TGMA for some time now) – symbolises their remarkable growth from a small startup to an institution that fuels Ghana’s tourism economy.
There are a few areas that I believe Charterhouse has contributed to the entertainment, cultural and tourism positioning of Ghana, but the five below are, in my view, the most significant.
Telecel Ghana Music Awards (TGMA): Where stars and tourism collide
Since its inception in 2000, the Telecel Ghana Music Awards (formerly VGMA) have evolved into Ghana’s equivalent of the Grammys.
Each year, the awards ceremony attracts thousands of attendees and millions of viewers, making it the biggest night in Ghanaian entertainment. But beyond celebrating musical excellence, TGMA has become a significant tourism driver.
Every May, Accra buzzes with activity as international visitors arrive for the awards. Hotels brim with guests, restaurants enjoy increased patronage and local businesses thrive.
Over the years, TGMA has provided a stage for some of Africa’s biggest stars, proving that Ghana is more than capable of hosting world-class entertainment events.
Television that shapes generations
Charterhouse’s contributions to Ghana’s television industry are equally remarkable. Their talent shows and reality series have unearthed and nurtured some of the country’s biggest stars.
Stars of the Future introduced us to the likes of Irene Logan and Efya, while Miss Malaika Ghana empowered young women such as Berla Mundi and Anita Akuffo, who have since become household names.
Even beyond entertainment, Charterhouse subtly infused tourism into its productions.
Their show, Treasure Island, filmed episodes at Kakum National Park and Elmina Castle, seamlessly blending Ghana’s heritage with prime-time television.
For years, GhOne TV, before its sale to EIB Network, stood as a powerhouse of content production and distribution in Ghana.
Comedy: Universal language with a Ghanaian twist
The Nite of 1000 Laughs & Music series redefined Ghana’s comedy landscape.
Before Charterhouse’s intervention, stand-up comedy had limited mainstream appeal.
But through their events, local comedians shared the stage with African comedy heavyweights, elevating their craft and building a solid fan base.
Today, names like Lekzy the Comic, OB Amponsah, Foster Romanus, DKB and Jacinta owe part of their success to Charterhouse’s platform.
These comedians have gone on to perform internationally, putting Ghanaian humour on the global map, while enticing visitors to experience Accra’s thriving comedy scene.
The Dome and the Future of MICE Tourism
In a country that still lacks a dedicated international convention centre, The Dome has become a premier venue for major gatherings.
With a capacity of over 5,000, it has hosted corporate summits, concerts and cultural events that draw delegates and celebrities alike.
For instance, the 2023 3i Summit, a tech and fintech expo, brought startups and industry leaders from across the continent, further cementing Accra’s reputation as a MICE (Meetings, Incentives, Conferences and Exhibitions) hub.
Such events contribute immensely to Ghana’s economy, boosting tourism and positioning the nation as a prime destination for business and entertainment.
The Music Hall of Fame: Future Cultural Landmark
One of the most exciting announcements even ahead of Charterhouse’s silver jubilee celebrations was the upcoming launch of Ghana’s first Music Hall of Fame.
"We are collaborating with the National Museum, and they’ve agreed to donate a space for this project," shared Charterhouse CEO Theresa Ayoade sometime last year.
"This isn’t just a museum – it’s a pilgrimage site for music lovers."
For many decades, Ghana’s music industry has shaped sounds across Africa. Ghana invented highlife music, but others are claiming it as their own. A dedicated Hall of Fame will not only honour the legends but also serve as an attraction for music tourists eager to explore.
Conclusion: Celebration of Ghana’s spirit
As we celebrate 25 years of Charterhouse, it is essential to acknowledge the many talented individuals who have contributed to its success.
Industry stalwarts like Godfred Kumordzi, Nii Ayitey Hammond, Fred Darko, George Quaye and Apefa Nfojoh – alongside countless others behind the scenes – have helped shape Charterhouse into the powerhouse it is today.
Charterhouse’s journey mirrors Ghana’s own renaissance – a story of resilience, creativity and unyielding ambition. For travellers, their events offer more than entertainment; they provide a passport to Ghana’s soul – whether it’s dancing at TGMA, laughing at a comedy show or exploring the future Music Hall of Fame.
As the sun sets on their silver jubilee, one truth shines brighter than ever: Charterhouse isn’t just celebrating history – they are crafting Ghana’s future, one unforgettable experience at a time.
Congratulations to the past, current and future Charterhouse team – thanks for the memories, and continue being “the power behind the performance” for the next 25 years and beyond!
