Latif Abubakar is a popular Ghanaian playwright
Renowned Ghanaian playwright Latif Abubakar has stated that ticket sales alone are not enough to sustain events.
He urged organisers to explore multiple revenue streams within their shows to stay afloat.
Speaking on Joy FM’s Showbiz A-Z on June 14, 2025, Abubakar explained that the price of tickets in Ghana is often too low to cover the high cost of event production.
“I always say tickets are insignificant to the cost of a production. The amount we charge for tickets is very small. You can’t depend on ticket sales to produce your events,” he said.
He advised organisers to seek alternative funding sources such as sponsorships, partnerships, and investor support, stressing the importance of building a diversified income strategy.
Latif also revealed that one of his strategies to generating revenue is by creating exhibition opportunities during his events, where companies can showcase their products or services for a fee, helping to offset costs.
“I create a portfolio of exhibitions where companies exhibit their wares and pay me,” he noted.
ID/EB
Ever heard of Nkofie, the legendary Kwahu cave believed to grant wishes? Join GhanaWeb’s People & Places as we take you on an exclusive tour of this mystical site:
