Before The Jingle: Ghana's Ancient Advertising Blueprint as Told by a Musicologist. | Dr. Fiagbedzi

Before jingles, before radio, before television - there was the town crier.In this episode, Abeiku Dadson sits down with Dr. Eyram Fiagbedzi, a musicologist and traditional music scholar to trace the origins of advertising communication in Ghana all the way back to its roots. The gong, the talking drum, the market chant were not just instruments, they were Ghana's first media, Ghana's first ad formats, Ghana's first strategy for cutting through the noise and reaching people.The conversation unpacks how sound became the most trusted carrier of messages in Ghanaian communities, why drumming was never just entertainment, and how the transition from traditional musical communication to the modern radio jingle was less of a leap and more of a natural evolution.And then there is the question that sits at the heart of it all; if you don't know where you're coming from, how will you know where you're going? For every brand manager, marketer, musician, and creative working in Ghana today, understanding this history is not optional, it is the foundation.This is MAD Conversations. Marketing. Advertising. Digital. Design.  Ghana's commercial creativity - documented. Enjoyed this episode? Leave a review on Spotify - it helps more people find the show.Connect with Abeiku: LinkedIn: https://www.linkedin.com/in/samuel-ad/Follow MAD Conversations: Instagram: https://www.instagram.com/mad.conversations_/ Facebook: https://www.facebook.com/share/14Zri1aEBDd/ TikTok: https://www.tiktok.com/@mad.conversations X: https://x.com/MADConversationListen on: Apple Podcasts: https://podcasts.apple.com/gh/podcast/mad-conversations/id1881906780 Spotify: https://open.spotify.com/show/1M5ojvMvKg8PnbMdcMDobC