ARTIFY: Amplifying Art as a Business

ARTIFY is a creative capacity-building initiative established by the Research and Innovation Directorate (RID) of the University of Ghana, in collaboration with the University of Ghana Business School (UGBS) and the Nubuke Foundation, a leading visual art and cultural institution.

The programme is designed to bridge the gap between artistic talent and commercial success by equipping young artists with the creative, entrepreneurial, and managerial skills required to thrive in the creative arts industry. Under the theme “Amplifying Art as a Business,” ARTIFY promotes the development of sustainable art enterprises that contribute to Ghana’s growing cultural and creative economy.

Objectives and Focus

ARTIFY provides a structured learning experience that combines creative skill development with entrepreneurial training. Participants gain insights into areas such as:

• Business management and entrepreneurship within the arts;
• Intellectual property and art commercialization; and
• Exhibition curation, marketing, and networking strategies.

Through mentorship and collaborative learning, the programme encourages artists to view their craft as both a form of expression and a viable business venture.

Implementation and Impact

The programme’s first edition, launched in 2024, involved workshops, mentorship sessions, and study tours of leading art galleries and creative spaces in Accra. These activities formed the foundation for future editions and established ARTIFY as a platform for nurturing emerging talent.

Each training cycle culminates in a public exhibition, where participants showcase their work to a wider audience, interact with professionals in the field, and receive constructive feedback.

Significance

ARTIFY reflects the University of Ghana’s commitment to innovation, skills development, and industry collaboration. By connecting academia with the creative arts sector, the initiative supports the growth of Ghana’s cultural economy and empowers young artists to transform their creativity into sustainable livelihoods.