EchoHouse, a leading 360 marketing communications agency, has announced a landmark partnership with The Black Star Experience Secretariat (BSE), an initiative under the Office of the President of Ghana, His Excellency John Dramani Mahama. The collaboration is solidified by a Memorandum of Understanding to elevate Ghana’s creative industries through the renowned Tidal Rave Festival.
The MOU, signed on September 26, 2025, signifies a mutual commitment to advancing tourism, culture, and creative arts development in Ghana. This strategic alliance will see EchoHouse and the Black Star Experience Secretariat work together to amplify Tidal Rave Festival, a platform that has consistently supported Ghana’s emerging creative talents.
Speaking on the partnership, Beryl Agyekum Ayaaba, CEO of EchoHouse, stated, “We are thrilled to partner with The Black Star Experience Secretariat. Tidal Rave Festival has always been more than just an event; it is a platform to empower and showcase the incredible talent within Ghana’s creative arts. This collaboration with the BSE is a powerful affirmation of our mission and will help us take this initiative to an international level, driving both cultural and economic value for our country.”
For his part, Rex Owusu Marfo, Presidential Staffer and Coordinator of the BSE, also commented on the significance of the MOU. “This collaboration is justified because it is a direct investment in our future. It is an answer to the question: “How do we ensure our culture not only survives but thrives for generations to come?” he said.
“The answer is by meeting the next generation where they are, at events they love like Tidal Rave Festival, and offering them the keys to a deeper understanding,” he added.
“We are not forcing them to come to our museum; we are bringing the museum to their festival. We are creating living, breathing, pulsing cultural moments,” he explained.
“There is a gap, sometimes, between cultural depth and mainstream celebration. Between understanding the roots and enjoying the fruits. This collaboration is necessary to bridge that gap. It is our responsibility to ensure that the exhilarating wave of popular culture does not crash upon a shore of shallow trends, but instead, nourishes the deep soil of meaningful heritage,” he maintained.
The collaboration promises to bring a new dimension to the creative arts landscape, building on the success of the Tidal Rave Festival and leveraging the governmental support of the BSE to reach a wider audience and create a lasting impact.
As part of the partnership, both BSE and EchoHouse are exploring various possibilities of expanding Tidal Rave Festival across the African continent with first new destination expected to be announced later this year.
Tidal Rave Festival is set to return with a bold new edge on November 14 and 15, 2025 at La Palm Royal Beach Hotel, Accra – Ghana.
Now in its 13th year, Africa’s biggest beach festival is being reimagined, with a focus on delivering unexpected experiences and rewriting rave culture.
The festival will be a two-day celebration, starting with an invite-only pre-party on Friday. On Saturday, a full day of music, culture, fashion, and food will kick off with a vibrant road carnival. This year’s vision is being steered by the Culture Currents, a team of Ghana’s most exciting voices, who are promising an experience that goes beyond just music.
Source: ameyawdebrah.com/
