GUINNESS WORLD RECORDS IS GHANA'S NEW CELEBRITY MAKING INDUSTRY AND THIS IS WHY

GUINNESS WORLD RECORDS: Possibly Ghana's Newly Discovered Celebrity Industry

Guinness World Records documents and celebrates superlative achievements that are the best in the world. Record breaking is a serious business, and hence entails strict policies governing what constitutes a Guinness World Records title in order to maintain these high standards.

On the 24th of December 2023, Afua Asantewaa set off on her official attempt to break the world record of the longest singing marathon(the first of such events to happen in Ghana), a record which was then held by an Indian music artist, Sunil Waghmare since 2012. The 2014 Miss Ghana 2nd Runner-up successfully broke the record with a 126 hours and 52 minutes sing-a-thon new record.

Evidently,  it had not being an easy journey to attempt this record breaker, recognizing the strict rules that govern dieting, break time and no sleep, issued by Guinesse World Records.

Afua shared a lot of details of her World Record attempt in an interview with JoyPrimeTV, prior to her event. She claimed that, the reason for her attempt is to sacrifice herself to expose Ghanaian music and entertainment on the international front. She also claimed that the original intention of her  world record breaking attempt was to do everything on a low-key but was unfortunately exposed by social media platforms, especially Tik-tok. After receiving several accounts of hate speeches from comments during the live stream; accused of trying to get fame and sponsorships, she claimed that it was not the situation at all, citing other means she could have got fame and money easily, without toiling and stressing her way through a demanding and challenging world record breaking attempt. Others encouraged and praised her bold attempt to put the name of Ghana at the international level. She also addressed that, her attempt is not a business, trying establish and market her own brand name and make money. She said that after her attempt, she goes back to her normal life and job as an entrepreneur and event hostess for women. Anyways, her daringness is now inspiring several young men and women in particular, to go beyond their boundaries, try something new and raise high the name of Ghana internationally. 

The speculation around Afua's World record attempt is the fact that, though she claims not to be interested in fame and endorsements, she launched her world record breaking attempt in  very big way that has left a memorable mark in the Christmas season and lives of Ghanaians in the later part of the year 2023. Afua Asantewaa campaigned her attempt on several social media platforms, reaching out to Ghanaians for support in making her world record attempt a success. From her interview, it can be understood that the record breaker had a specialized team, handling several specified areas to make her attempt a great success. Whether or not she wanted fame, it was inevitable with the manner of campaign, setting and planning she had prepared prior to her event. Her call for support attracted several dignitaries to her event; notable among them are Shatta Wale, Sarkodie, Samini, Sunil Waghmare the then record holder from India and His Exellency Vice President Dr. Mahamudu Bawumia of the now reigning New Patrotic Party. Though her attempt was not necessarily to entertain the crowd but to break the singing record, the energy from the crowd was so explosive with supporters coming from everywhere and also witnessing so many celebrities coming around drew more attention to her event and made everyone highly esteem her and her world breaking attempt. This is how well Afua Asantewaa was able to elevate the standard and image of world record breaking attempts in Ghana and it is a major achievement to her name. Regardless of her intentions,  Afua Asantewaa is now recognized throughout Ghana as a famous personality and celebrity. 

Afua's campaign inevitably earned her sponsorships from various sources such as Despite Media as well as several media channels, notably LifeStlye TV; which is potentially capitalizing on the standard and name Afua has giving to world record breaking attempts here in Ghana, as they dedicated all the channel activities and time, to Afua's event, helping them gain a little more recognition and viewers across the nation.

At the start of the New Year, Ghanaian Chef Failatu from the Northern Region of Ghana, had also taken upon herself, the challenge to break the world's cooking marathon. Her event, though not held in Accra, has also gained as much recognition and support from the Ghanaian people, with several celebs and dignitaries also showing their support to Chef Faila in her groundbreaking attempt. She has also inevitably accessed fame and sponsorships through the high standard Afua's World record attempt has bestowed upon the name of Guinness World Records in the country.

Therefore, is this world record attempts creating an avenue for celebs to be birth in the country? For Ghanaian citizens to gain a little if not enormous exposure in Ghana and beyond? Could this event be a new emerging industry, ready to be exploited by creative minds and fame seekers in Ghana? Without a doubt it stands a huge chance to be exploited as a mainstream celebrity making industry for event planners, media channels and outlets, managers and content creators  to showcase creativity and attract a lot of attention, whereas selling out Ghana and its cultural traits in various industries and sectors to the outside world, as well as creating space for internal organizations to showcase the skills during such events. Just like social media platforms like Instagram,  Facebook, Twitter,  YouTube and Tik-tok have over the years produced celebrities and influencers in Ghana, this avenue also stands a chance to hit big in the country as an influential industry.

The success of this industry and how far it will go  depends on well planned, carefully thought-out and professionally executed world record attempts in the country, that will at least match-up to Afua's standard or creatively exceed the standard and introduce something bigger and better, all whiles taking into consideration the length or duration of the attempt for more engaging content, entertaining the crowd and attraction of dignitaries to these events. Attempts must be reasonable, strategized and calculated by supporting staffs and mangers to prevent tarnishing the image of world records attempts in the country. 

Afua Asantewaa has made a good name for herself,  and it was all at the cost of sweat, blood, time and money. Her fame is well deserved and she is liable to use her name to market her brand, sign up for endorsements, sponsorships, advertisements or even take the industry she has birth to higher heights, by attempting more groundbreaking world records that will sell Ghana to the world and sell her name as well.

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