Here’s a fascinating blog post from a while back on the business of Ghana’s Hiplife, a combination of their Highlife genre and hip hop, with some interesting similarities to business here:
These days, the biggest names in hiplife are making more money from product endorsement deals than record sales.

For more on Hiplife see The Hiplife Complex by thursdayborn who described his project:
While living in Ghana, West Africa last year, I spent most of my time chasing around rappers, producers, engineers, fans, DJs, and anyone else involved in the local hip-hop movement. Clutching a DV camcorder and microphone, I pounded the pavement of Accra, Ghana’s sprawling capital, from top to bottom reaching out to a huge variety of participants in this vital, evolving complex. The culmination of a unique combination of factors (eg socio-economic, politico-historic, and technological advances), hiplife represents the next step in both the development of African popular expression and a more than 400-year diasporic dialogue.