Life of an English-Speaking West African Creative Artiste as an Entrepreneur: A Contemporary Case of Entrepreneurship Involving Cases of Ghana and Nigeria

Abstract

The literature on individual entrepreneurship is scanty. The West African creative artiste provides an example of an individual form of organization. Thus the main purpose of the study was to create a chronicle of the entrepreneurial life of the West African creative artiste, using an amalgamation of cases of Ghana and Nigeria. A narrative descriptive, case-based approach was used to derive a chronicle of entrepreneurial practices of a set of creative artistes. The bulk of the themes used in the study were deduced from the literature and matched with the data whilst a few ones were inductively derived from primary sources, which was a group focus  interview. The result was an honorable story depicting a difficult beginning, characterized by risky decision- making initiatives which led to an environment of opportunities and challenges. However, with some entrepreneurial initiatives, the creative artiste was able to grow the enterprise to fame, glory and wealth. Theoretical and practical implications are discussed at the tail end of the article.

Keywords: Entrepreneurship, Entrepreneurial orientation, Ghanaian and Nigerian Creative Artiste Industry, Qualitative studies, Descriptive narrative studies, case study