The search for Ghana’s next music and dance talents has moved to university campuses, as NESCAFÉ My Coffee, My Vibe, Campus Groove brings young creatives into the spotlight while tapping into the country’s growing creative economy.
The campaign opened recently at the University of Ghana, Legon, where students gathered at the Legon Athlete Oval Handball Court for an evening of music, entertainment, interactive activities and NESCAFÉ-inspired mocktails.
But beyond the entertainment, the campaign is creating a platform for young people whose talents could eventually become careers in Ghana’s fast-growing creative and cultural industries.
The Accra auditions, held at the Dance Department, Mawere Opoku Dance Hall, gave aspiring musicians and dancers the opportunity to perform before an audience and showcase what sets them apart.
From energetic dance routines to musical performances, students used the platform to demonstrate talent that often exists within Ghana’s universities but does not always have access to professional opportunities.
From campus talent to creative careers
Ghana’s creative economy provides opportunities in music, dance, film, fashion, digital content, events and other industries, with young people playing a major role in driving the sector.
For many students, however, turning talent into a sustainable career requires more than ability. It requires visibility, networks, platforms and opportunities to connect with audiences and industry players.
That is where initiatives such as My Coffee, My Vibe can play a role by taking talent discovery directly to campuses where large numbers of young creatives are developing their skills.
For NESCAFÉ, the campaign also takes its relationship with consumers beyond the product itself.
The idea behind My Coffee, My Vibe is that coffee can be part of how people express their mood, personality, energy and individuality. The campus activation extends that idea into music and dance, giving students a space to express themselves.
Legon was only the beginning
The Legon auditions mark the first stop in a campus tour that will take the search for talent to two other major universities.
The campaign moves to Kwame Nkrumah University of Science and Technology (KNUST) on August 21 before heading to the University of Cape Coast (UCC) on September 18.
The university circuit is significant because campuses have become important incubators for Ghana’s young creative talent. Students are not only studying for conventional careers; many are building audiences, creating content, performing, producing music and exploring entrepreneurship alongside their education.
For some, a campus performance could be the first step towards a professional career.
The challenge is to ensure that such opportunities go beyond temporary excitement and help young talents build the confidence, networks and exposure needed to participate meaningfully in the creative economy.
A platform for the next generation
The Legon auditions have already shown that the talent is there.
What young creatives often need is a platform that allows them to be discovered.
With KNUST and UCC next in line, My Coffee, My Vibe is taking that platform beyond Legon and giving more students the opportunity to put their talent in front of new audiences.
For Ghana’s young creatives, the message is straightforward: your talent can be more than a hobby. With the right platform, it can become an opportunity, a career and eventually a business.
Legon has opened the stage. KNUST is next. UCC, get ready.
Your Coffee. Your Vibe. Your Expression.
