Ghana’s cultural calendar is set for a landmark shift as the Multimedia Group, the nation’s largest media conglomerate, partners with the Anlo Traditional Council to champion the 2025 Hogbetsotso Festival.
The strategic alliance is being hailed as a cultural breakthrough that will project one of Ghana’s oldest traditional festivals beyond its regional roots into a national and global showcase.
The announcement followed a high-level meeting at the Multimedia Group offices in Accra between executives of the media house, led by Mr. Fifi Koomson, General Manager for Joy Brands, and the Hogbetsotso Festival Planning Committee, chaired by Mr. Ken Edzordzinam Kpedor.
The partnership, though awaiting the formal signing of a Memorandum of Understanding (MoU), has already set in motion a comprehensive plan to ensure the festival receives unprecedented coverage across radio, television, and digital platforms.
A cultural heritage meets modern media
At the heart of this partnership is a powerful symbolism: Ghana’s most influential media network lending its reach to retell the migration story of the Anlo people — a centuries-old heritage of resilience and settlement — through the lens of modern media.
“The Volta Region is a great region that must be publicized,” Mr. Koomson affirmed, adding that the Multimedia Group is committed to covering every stage of the festival from its launch to the grand durbar. “We believe in showcasing the richness of our cultural identity and positioning Hogbetsotso as a celebration of national unity.”
Early planning, stronger collaboration
Sales Manager for Adom Brands, Mr. Bright Kove, noted that early engagement this year has laid the foundation for stronger collaboration compared to previous years. He disclosed that Multimedia’s existing partnerships with Guinness Brewery and growing interest from Ecobank provide an additional boost for sponsorship, making the 2025 edition one of the most promising yet.
“This year things are taking shape early for a better partnership,” Mr. Kove said. “We are confident that the collaboration will make the festival more vibrant, exciting, and far-reaching.”
A comprehensive media blitz
To deliver on its promise, the Multimedia Group’s Media and Publicity Committee, chaired by Dr. Mrs. Mary Ayim Segbefia, has unveiled the Multimedia Ghana Media Support Plan for the Launch of Hogbe 2025, under the theme “Building Bridges: From a Common History to a Common Destiny.”
The plan outlines a four-day media blitz beginning on Wednesday, August 27, ahead of the official launch on Saturday, August 30, 2025, at the Ohawu Agricultural College. The coverage will include:
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Live Presenter Mentions (LPMs): Across Joy FM, Adom FM, Joy Prime, and Adom TV.
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Festival Jingles: Running on Joy FM, Hitz FM, and Adom FM.
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Special Features: Historical explorations on the Joy News AM Show, tourism and economic discussions on Asempa FM’s Ekosii Sen, and a national unity dialogue on the Joy FM Super Morning Show.
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Digital & Social Media Drive: Livestreams via Joy Prime Facebook, MyJoyOnline, and hashtags #Hogbe2025, #AnloHeritage, and #BuildingBridges.
The strategy aims not only to build nationwide anticipation but also to extend Hogbetsotso’s reach to the Ghanaian diaspora and global cultural enthusiasts.
Regional significance, national impact
Planning Committee Chairman, Mr. Ken Edzordzinam Kpedor, stressed that the people of the Volta Region have long valued the Multimedia Group, whose vast listenership makes the alliance both strategic and natural. He highlighted this year’s program, including a special mini Hogbe ceremony in Adidome, Central Tongu District, underscoring the festival’s regional inclusiveness.
“The people of the Volta Region love the Multimedia Group, and this partnership ensures that Hogbetsotso will no longer be just a regional festival — it will be a national and international brand,” Mr. Kpedor said.
Preserving heritage, inspiring the future
The Hogbetsotso Festival commemorates the migration of the Anlo people and their settlement in their present homeland — a living testament to resilience, unity, and cultural pride. With Multimedia Group’s involvement, the 2025 edition promises to merge authenticity with modern reach, turning the celebration into a platform that preserves history while inspiring future generations.
What began centuries ago as a commemoration of migration will now, through the power of media, be retold to millions worldwide. The 2025 Hogbetsotso Festival is set to be more than an event; it will be a cultural moment that bridges Ghana’s past with its future.
Source: Ivy Priscilla Setordjie
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