Richmond Adu-Poku: Too many shows, too little December

It is October 2026, and somewhere in Accra, an event organiseris probably staring at a calendar, rubbing their hands together and thinking, “December will be massive!” Somewhere else, an artiste is planning a concert, another is booking a venue, and a third is announcing a festival.

Meanwhile, the fan is checking their bank balance and wondering whether enjoying Christmas requires a second job.

Welcome to Detty December, Ghana’s annual celebration of music, culture, tourism and entertainment, where the fun is unlimited, the invitations are endless, and the money in your pocket has a very different opinion.

From concerts and music festivals to raves, beach parties, comedy shows, religious gatherings, award ceremonies and celebrity-hosted parties, December has become the entertainment industry’s favourite playground. Accra, in particular, transforms into a giant stage, attracting returning diaspora visitors, tourists and locals eager to end the year on a high note.

It is exciting, no doubt. But beneath the glitter, fireworks and Instagram stories lies an uncomfortable question: Are we giving fans more entertainment, or simply giving them more decisions to regret?

The problem with Detty December is no longer a shortage of events, but the shortage of time, money and energy to enjoy them. With artistes scheduling concerts on the same dates, fans are forced to choose between their favourites, while Accra traffic makes attending multiple shows a near-impossible mission.

Unfortunately, Ghana has no universal holiday or vacation calendar that gives everyone a month off to enjoy the festivities. Most people work hard throughout the year, only to find their December savings competing with concert tickets, transport, food, outfits and family obligations. Rising ticket prices and overlapping events make the season even more demanding.

While the diaspora market brings valuable spending power, its presence does not guarantee attendance at every show. Local fans remain the backbone of the industry and should not be treated as an endless supply of money, time and energy. Ultimately, when everyone fights for the same audience, the industry risks exhausting the very people it depends on.

There are 12 months in a year. January, February, March and the others have not resigned from the entertainment industry.

Yet, December has become the default month for artistes who want to headline their own concerts, unveil projects or end the year with a grand statement.

The reasoning is understandable. The diaspora returns, the atmosphere is festive, and consumers are more willing to spend on experiences. But when everyone chases the same opportunity, the opportunity becomes overcrowded.

Artistes must begin to consider their colleagues, not just their own event budgets. Two artistes with overlapping audiences scheduling major concerts on the same night may divide demand instead of expanding it. The result could be lower attendance, reduced spending per event and fans who leave disappointed because they could not support everyone.

A successful concert calendar should encourage participation, not force fans into an entertainment version of Sophie's Choice.

And let us not forget the media. Smaller radio stations, online platforms and entertainment publications often operate with limited staff and budgets. When several major events happen simultaneously, comprehensive coverage becomes almost impossible. Someone must miss out, whether it is the journalist, the audience or the event itself.

The solution is not to cancel Detty December. That would be like asking Ghana to celebrate Christmas quietly. The solution is to distribute the excitement.

Artistes and promoters should explore a more balanced annual event calendar, with major concerts spread across the other 11 months. February could host a lovers' concert. April could welcome a music festival. June could celebrate live bands and cultural music. August could become a destination for outdoor entertainment. September and October could accommodate album concerts and intimate fan experiences.

These are examples, not rigid prescriptions. The point is to build a year-round entertainment economy rather than a one-month traffic jam.

Industry stakeholders, including artistes, managers, promoters, venues, tourism authorities and media organisations, should collaborate on an annual event calendar. Such coordination would help identify major clashes, improve publicity, support ticket sales and give audiences more opportunities to attend.

Promoters should also explore partnerships and shared programming where appropriate, particularly when events can complement rather than compete with one another.

Most importantly, artistes should understand that finishing the year successfully does not require staging a personal concert. Releasing a great song, rewarding loyal fans, supporting a charitable cause, hosting a smaller appreciation event or delivering memorable performances at other people's shows can be equally meaningful.

There is also a responsibility to improve the concert experience itself. Reasonable ticket pricing, reliable start times, clear communication and genuine value for money are essential. Fans should not have to choose between competing concerts only to arrive at their preferred event and wait three hours for the headliner.

The industry must remember that attendance is not merely a number on a ticketing dashboard. It represents a person who has invested money, time and expectation into an experience.

A healthier event calendar could encourage fans to attend more shows throughout the year, help promoters build sustainable brands and give artistes more room to connect with their audiences.

December should be a celebration, not an examination in financial discipline, time management and emotional compromise.

Ghana's entertainment industry has an opportunity in 2026 to move beyond the obsession with one festive month and build a culture of consistent live entertainment. The objective should be to create more opportunities for artistes, better business for promoters, stronger coverage for the media and, above all, more satisfying experiences for fans.

The audience cannot be in two places at once. The wallet cannot be stretched indefinitely. And the calendar, unfortunately, has refused to add extra days simply because our favourite artistes want to headline.

Dear artistes and promoters, the fans have supported you since January. Consider giving them more opportunities to see you without forcing them to choose between you and another artiste they love.

December is special, but it is not the only month with a stage. Spread the shows, share the spotlight and give the fans room to breathe.