“Ghana’s Return Tours Tap Celebrity African Americans – And Overlook a Reality”

by Lebawit Lily Girma, Skift

Excerpt

“It felt a bit more organic initially when we had celebrities coming into the country by virtue of their lineage, said Rich Hackman, a content producer and founder of The Bored Brand, a marketing consultancy in reference to the Year of Return. The government then seemingly decided to piggyback off of that natural celebrity pull, Hackman added…”