Ghana is set to undergo a bold rebranding initiative aimed at aligning its image with the world’s top 20 most successful country brands. This announcement was made by veteran musician and Coordinator of the newly launched Blackstar Experience, Rex Omar, during the programme's unveiling on May 1, 2025.

Speaking at the launch, Rex Omar – known in private life as Rex Owusu Marfo – said the Blackstar Experience is more than just a project; it is a national reawakening designed to spotlight Ghana’s cultural wealth, tourism potential, and creative strength on the global stage.

“It means we are going to rebrand Ghana to align with the world’s 20 successful countries when it comes to tourism,” he said.

The initiative, which will be implemented by a dedicated Blackstar Experience Secretariat, will incorporate the new cultural framework into various national sectors and campaigns. Its overarching aim is to reposition Ghana as a preeminent destination for global travellers and a cultural powerhouse in Africa.

Rex Omar explained that the Blackstar Experience will be anchored on seven key pillars: cinema, audio, cuisine, aesthetics, style, literature, and heritage. He said these elements will guide the production of events and projects tailored to elevate Ghana’s global visibility and economic competitiveness.

According to him, “Ghana has long been celebrated for its hospitality, history, and dynamic cultural expressions – from the rhythmic beat of its music to the captivating stories of its ancestors. These are assets we want to package and present to the world.”

As part of the programme’s activities, the Secretariat will collaborate with international organisations, including a group in Atlanta that annually celebrates Blackstar Week. These partnerships are expected to boost investment, cultural exchange, and visibility for Ghana’s creative talents.

Highlighting the experience’s drive toward innovation, Rex Omar revealed plans to establish a multi-million dollar film production hub called Ananse Studio, introduce a national Ghana Music Week, host annual stakeholder gatherings under the banner Creative Connect, and further expand year-end festivities such as Detty December.

Additionally, the initiative will promote sports tourism through a high-profile exhibition football match between legends of Ghana’s national team and an international club. These matches are expected to take place in Accra and Kumasi, supported by private sector partnerships.

Rex Omar affirmed that both existing and new programmes will be enhanced to align with the goals of the Blackstar Experience, creating a unified national identity that appeals to both citizens and the global community.

“The Blackstar Experience is a movement,” he stressed, “a reawakening of national pride and an invitation to the world to experience the soul of Ghana.”