Samuel Jupitar: The Music Industry Visionary Shaping Ghana’s Creative Landscape
By David Bekoe
24th April, 2025
4 mins read
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Samuel Jupitar: The Music Industry Visionary Shaping Ghana’s Creative Landscape
In Ghana’s ever-evolving music industry, one emerging name stands out for his dedication to artist development and brand growth—Samuel Jupitar. Born Antwi Boasiakoh Debrah Samuel, the passionate music business executive has carved a niche for himself as an A&R, marketer, and radio producer, helping emerging talents find their footing in the competitive entertainment space.
Jupitar’s journey into music promotion started in senior high school, where he naturally took on the role of organizing entertainment events and building hype for student performances. That early exposure planted a seed that would later grow into a full-fledged career, leading him to study PR with Marketing at UniMAC while also pursuing Music Business and Artist Development at the Music Business Academy (MBA) for Africa in Nigeria.
Now at the helm of his own agency, Samuel Jupitar Agency, he is focused on creating a network for emerging talents across Ghana and Africa. His goal? To establish a powerhouse consultancy offering A&R, PR, brand development, and global music marketing solutions tailored to African musicians.
His work at Luv 99.5 FM, under the Multimedia Group Limited in Kumasi, has added another dimension to his career. As a Radio Producer and Digital Media Executive, Jupitar has spent years crafting engaging music content, managing digital strategies, and contributing written pieces for MyJoyOnline.
Over the years, Jupitar has collaborated with some of Ghana and Africa’s brightest stars, working on campaigns for artists such as Gyakie, Black Sherif, Fela Makafui, and Zlatan. His experience promoting these talents has reinforced one of his biggest lessons: Talent alone isn’t enough—strategy, timing, and consistency separate success from stagnation.
Like any industry pioneer, challenges have shaped his path. From limited funding and industry gatekeeping to navigating the trust-building process with artists, each hurdle has been a lesson rather than a limitation. Jupitar remains steadfast in his belief that Ghanaian talent deserves structured support to thrive on the global stage.
For upcoming artists, his advice is simple but powerful: Be intentional. Treat yourself as a brand. Build your story, stay visible, remain coachable, and never stop learning. The business side of music is where careers are sustained.
And for those looking to carve a niche in Ghana’s music industry, Jupitar’s guidance is clear: Start from wherever you are. Be willing to intern, volunteer, and collaborate—because the industry has room for those who are passionate, prepared, and persistent.
With his eyes set on becoming one of Africa’s most respected creative consultants, Samuel Jupitar is proving that music business is more than just beats and lyrics—it’s a carefully crafted strategy that turns dreams into reality.
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