The two-day visit of the South African Minister of Culture, Lulu Xingwana, to the country ended at the Cape Coast Castle when she met with Nana Ama Amissah III, paramount queen-mother of Mankessim Traditional Council.

The queen-mother is one of the designated cultural ambassador’s of ‘Africa Awake 2010 Project’. Nana Pra Agyensaim VI, the co-ambassador, could not attend the function because of a trip to the UK. The Minister, who used the occasion to get a feel of the "journey of no return" of the castle, was overwhelmed with emotion after the historic visit.

The queen-mother, and the executive director of True Freedom Organization (TFO), Kwame Wadaada stressed the venture seeks to project Africa as one people with shared values as a catalyst of growth for our emerging economies. For the 2010 World Cup in South Africa, which is the first on the continent, the programme seeks to draw support for the six participating countries from Africa.

Beyond 2010, the programme will then strengthen the creative industries in raising awareness, injection of capital and cross fertilization of ideas and synergy in the industry. It must be emphasized that the industry employs over 100,000 people and contributes in excess of 500 million Dollars to the country's GDP annually.

As the first African country to qualify for the 2010 World Cup, Ghana, together with other participating countries, has been offered the opportunity to conduct a range of cultural activities and exhibitions of creative products and services as a side show to whip up support for the six qualified countries.

The strategy of ‘Africa Awake 2010’ is to establish an expo which would have a stand depicting a typical Ghanaian village. This unique opportunity is to allow the country ride on the event as a permanent market entrance into the southern African region.

This project is a public private partnership (PPP) initiative that is being driven by the Ministry of Chieftaincy and Culture, together with other MDAs like the ministries of Tourism, Trade and Industry, and Youth and Sports, Ghana Investment Promotion Centre (GIPC) and Export and Investment Development Fund (EDIF).

Others include Musicians Union of Ghana (MUSIGA), True Freedom Organization (TFO), Ghana Association of Phonographic Industry (GAPI), Film Producers of Ghana (FIPAG), Council for Independent Artiste Organization (CIAO), Fashion Designers Association and Arts and Craft Marketers Association.

A typical Ghanaian cultural pageant will be showcased as part of the opening ceremony during the tournament and thereafter. Africa Awake 2010’ will undertake an exposition of cultural goods and services like film products, handicrafts, plant medicine, drinks, beads, jewelry, cocoa and chocolate products, food, beverages, clothing and etc.

Though music and culture is the core, the event is being positioned as an economic fair and thus offers an opportunity for a selected number of companies. It is worthy to note that the Minister of Culture of South Africa, Ms. Lulu Xingwana, seeing the importance of this historic event, cemented the implementation of the project.

Besides, she has also signed the Ghana-South African Cultural Agreement which had been on the drawing board for the past six years. Part of the strategies, sighted by the BEATWAVES, include the exchange of cultural programmes between the two countries, joint production of music and a theatrical production and promotion of cultural tourism with emphasis on heritage sites.

The promoters of ‘Africa Awake 2010 Project’ are very grateful to the government for the support shown in this initiative. It is hoped that the government will, as a matter of urgency, release funds for the successful implementation of the project.