From Croydon to Accra: Harnessing diaspora stars: Marketing One Square Mile project through culture and global icons

By Sammy CRABBE

In the first article of this series, we argued that the One Square Mile Project must be marketed not only as infrastructure but as a cultural and digital brand. We emphasized that cultural ambassadors – artists, actors, and creatives – can give the project a human voice that resonates globally. Now we turn to the first segment of these ambassadors: Ghana’s diaspora stars.

This group represents one of the most powerful marketing assets available to Ghana. Figures like Stormzy, Fuse ODG, and Idris Elba occupy unique positions in the global cultural landscape.

They are global celebrities with deep Ghanaian connections, able to speak authentically about Ghana while commanding attention across markets. In marketing terms, they embody the principles of segmentation, targeting, and influencer marketing, making them critical to the success of the One Square Mile’s global campaign.

Market segmentation – Why diaspora stars matter

Marketing begins with segmentation: dividing the broader market into groups with shared characteristics. For the One Square Mile, one key segment is the global diaspora and its allies – people with African ancestry or cultural connections who are eager to reconnect with the continent in meaningful ways.

Diaspora stars sit at the intersection of this segment. Stormzy, born in London to Ghanaian parents, is more than a chart-topping musician. He is a cultural touchstone for millions of young Black Britons navigating questions of heritage and identity. By aligning him with the One Square Mile, Ghana can tap into that audience, positioning the project not just as an economic hub but as a symbol of diaspora pride.

Similarly, Fuse ODG has long championed Africa’s rebranding through his This Is New Africa (TINA) movement. His brand is already about changing narratives – a natural fit for the One Square Mile’s message. Idris Elba, with his Sierra Leonean and Ghanaian roots, extends the reach further, adding Hollywood credibility to the campaign.

These stars represent a clearly defined segment: diaspora influencers who embody the bridge between Africa and the global marketplace.

Targeting through authenticity

Once a segment is identified, the next marketing principle is targeting: choosing the most valuable segments to pursue. The diaspora star segment is particularly valuable because of its authenticity. Audiences are increasingly skeptical of corporate advertising. They seek authentic voices who reflect their values.

Diaspora stars offer precisely that. Stormzy’s advocacy for Black communities, Fuse ODG’s insistence on African pride, and Idris Elba’s work in promoting African film industries all show that their commitment goes beyond performance – it is personal.

In a global campaign for the One Square Mile, this authenticity would translate into trust. When Stormzy says Ghana is building the future of Africa’s digital economy, it does not sound like a government slogan – it sounds like a son of Ghana speaking to his global family. That is the power of targeting diaspora stars: they lend credibility that traditional marketing channels cannot buy.

Influencer marketing at scale

The third marketing principle at play is influencer marketing – leveraging the reach and credibility of opinion leaders to shape perceptions. In this case, diaspora stars act as macro-influencers whose audiences span millions.

Imagine a campaign launch where Fuse ODG releases a new track filmed in the One Square Mile, blending Afrobeats with futuristic visuals of Ghana’s digital hub. Stormzy follows by performing at a launch concert streamed globally, positioning the project at the intersection of culture and technology. Idris Elba produces a short documentary showcasing the vision of Ghana as a digital gateway to Africa.

Each of these actions is not just entertainment – it is strategic influencer marketing. Their combined reach cuts across Europe, North America, and Africa, amplifying the One Square Mile far beyond what traditional media campaigns could achieve.

Comparison – Why diaspora stars over generic endorsements?

One might ask: why not simply hire any global celebrity to endorse the One Square Mile? Wouldn’t a universally recognized name like Beyoncé or Drake carry equal or greater weight? The difference lies in relevance and resonance.

Marketing theory stresses that endorsements must align with brand identity. Diaspora stars are not outsiders – they are insiders with both global influence and Ghanaian heritage. This makes them not just endorsers but brand advocates. Their connection to Ghana is lived, not manufactured.

Generic endorsements may bring attention, but they risk feeling transactional. Diaspora stars, by contrast, bring cultural legitimacy. Their advocacy signals that the One Square Mile is not only an economic opportunity but a project rooted in shared identity and history. This makes them more effective long-term ambassadors than unattached celebrities.

From awareness to action

In the marketing funnel, diaspora stars function primarily at the top – building awareness and shaping desire. But they also play a role in driving action. Stormzy can inspire young entrepreneurs in the UK to look to Ghana for opportunities.

Fuse ODG can mobilize diaspora investors to channel funds into startups within the One Square Mile. Idris Elba can attract film and media investments, showcasing Ghana as a creative-tech hub. By converting cultural influence into economic action, diaspora stars help move audiences through the funnel: Awareness ? Interest ? Desire ? Action.

Linking forward – Beyond ancestry

Diaspora stars are a crucial part of the strategy, but they are not the only segment. The One Square Mile’s marketing must also harness global icons who may not have Ghanaian roots but who have chosen Ghana as a home or emotional anchor.

Figures like Stevie Wonder, who recently became a Ghanaian citizen, Rita Marley, who has lived in Ghana for decades, and even artists like Ed Sheeran, who has deep collaborative ties to Ghana, represent another powerful layer of cultural marketing.

The next article in this series will explore these emotional adopters – icons who voluntarily associate with Ghana and whose stories add depth, authenticity, and universal appeal to the One Square Mile’s global marketing campaign.

>>>the writer is a PhD researcher specializing in blockchains and decentralized finance at the University of Bradford. He holds an MBA in International Marketing and a post-graduate certificate is research from the International University of Monaco. Sammy was the first president of the Ghana Business Outsourcing Association and developed Africa’s first data entry operation and Ghana’s first medical transcription company. He can be reached via [email protected]

The post From Croydon to Accra: Harnessing diaspora stars: Marketing One Square Mile project through culture and global icons appeared first on The Business & Financial Times.

Read Full Story