Dentaa Amoateng is the founder of GUBA Awards, a non-profit organisation that focuses on “enriching the African community in the diaspora and on the continent.” It celebrates the achievements of individuals and organisations “positively contributing to the Ghanaian community in the UK or Ghana.” As a platform, one of its goals is to promote the national interest of Ghana and the African community on the global stage. This year, the GUBA Awards were held for the first time in Ghana. Among its honorees was Bozoma Saint John, a Ghanaian-American, an award-winning marketing executive and currently the Chief Marketing Officer at Netflix. Saint John was honoured with the “Nana Yaa Asantewaa: Woman of Impact Award” for her Trans-Atlantic work and career achievements. Amoateng tells AMAKA why being a bridge builder between the African diaspora and the continent matters to her.
Amoateng migrated with her family to the UK from Ghana at the age of five, but she never cut ties with her Ghanaian heritage and culture. Her parents ensured their Ghanaian traditions and customs were part of the daily lives of their children. This would go on to shape Amoateng and teach her to value her heritage and history. In 2019, it paid off when she played a pivotal role in the “Year of Return,” an initiative by the government of Ghana to encourage Africans in the diaspora, in particular, the Ghanaian diaspora to reconnect with their roots. A firm believer that Africa is a land of opportunities, Amoateng encouraged those in the diaspora to build bridges with the motherland through innovative and entrepreneurship projects.
An entrepreneur, philanthropist, activist, actress, TV host, singer and producer, Amoateng was honoured in 2011 as the “Young Social Entrepreneur” of the year, for her work with GUBA Enterprise platform by “The Future 100” Awards. Two years later, she received the AWE (African Women in Europe) award, and the organisers described her as an "icon and role model to all African women living and working in Europe.” She was also named as one of the “100 Most Outstanding Women Entrepreneurs in Ghana” for her advocacy by The African Network of Entrepreneurs, in 2017.
AMAKA: You played a substantial role in the "Year of Return" initiative. What was the motivating factor that convinced you to be part of the project?
Dentaa Amoateng: I have always been passionate about Ghana, and driving tourism to Ghana. Through my work, I was given the opportunity to join the board of the Ghana Tourism Authority to continue in the quest to drive tourists to our wonderful country. The mandate of the “Year of Return” was motivating in its own right as it sought to encourage the movement and repatriation of our brothers and sisters of African descent. It was/is an admirable movement and I’m proud to be part of it.
The “Year of Return” was inaugurated in 2019. How would you describe the experience and progress this cultural movement is helping Ghana to create in terms of building a bridge between the diaspora and the motherland?
The “Year of Return,” which is now “Beyond the Return” has made tremendous progress in bridging the gap. Through this initiative, a platform has been created for cultural exchange, skills transfer and generally acted as a unifier between the diaspora and motherland.
You grew up in the UK, and spent most of your life there. How did you stay connected to Ghana, and what were the factors that piqued your interest in diaspora affairs and made you decide to invest your time and resources into what you do today?
Growing up my parents did a great job in instilling the Ghanaian culture within us. We were constantly exposed to an array of Ghanaian food, we wore traditional wear as frequently as we could and we were also taught the language. All of this coupled with the joy we had each time we visited Ghana, built up the love I gained for Ghana. This cultivates my passion and work for Ghana.
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You didn’t just reconnect, you have also recognised entrepreneurship opportunities. What was the need you identified and knew you could create a solution for it?
GUBA Enterprise was founded on the principle of bringing about solutions for the African diaspora first within the UK, and now globally. The first challenge I found was that there wasn’t enough recognition being given to trailblazing Africans within the UK. As a solution, the GUBA Awards was set up to celebrate the excellence of such individuals and institutions. The GUBA Expo was created to support small and medium-sized enterprises within the UK and Ghana, by giving them a platform to exhibit their businesses and facilitate workshops to help develop their business strategies. Our other branches; the GUBA Foundation, GUBA Careers and the Diaspora Transition all play a role in bringing about solutions to many of the problems within the African and diaspora community.
In a rapidly changing world, why should those in the global African diaspora community consider building bridges with the motherland through innovative and entrepreneurship projects?
The African diaspora should consider building bridges with the motherland for so many reasons. As a thriving continent, there is so much room for innovation, new businesses, and development in general. It’s a great opportunity for entrepreneurs and innovators to contribute to the growth of the motherland.
AMAKA is a platform for African women. What are some of the business opportunities that women in the diaspora and on the continent can tap into and what would be your advice about some of the best ways to reconnect and build relationships and networks that can help them transition into the business space they want to operate in on the continent?
African women have consistently proven their ability to succeed within any field and against any challenge and the motherland is no different. The following industries: Food and Hospitality, Real Estate, Health, Tech, and Education are some of the best industries for success and impact in Ghana and other parts of Africa. In addition, a vital part of building lasting business relationships and connections in the motherland is through networking and research. Research is key as it teaches you the culture and how to adapt to the way of doing business within each sector. Assimilation is key.
Beyond tourism and culture, in what other ways would you like to see “Year of Return” continue to be the catalyst for building a bridge between the motherland and the diaspora?
Business and investment. As many visit Ghana, they are exposed to the many business opportunities available, and those in the diaspora community have taken the leap into doing business in Ghana. Alternatively, there are many budding entrepreneurs and innovative businesses in search of investment.
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"Ghana has entered a new frontier; Ghana is ready and open for new business and innovation"
How has your African identity evolved over the years and how were you able to hold on to Ghanaian identity while growing up in the UK?
My transition was a challenging yet an interesting one. My parents and family really reinforced the Ghanaian culture and supported me throughout the transition. It made a great impact and reinforced my identity.
What is it about Ghana that currently excites you and gives you great hope for the future?
Ghana has entered a new frontier; Ghana is ready and open for new business and innovation. This is incredibly exciting because anything is possible. There is room for growth in almost any industry and the revolution is now.
What have been some of the more challenging aspects of this journey for you, returning to Ghana, building a business, and adjusting to the pace of life there?
And how have you navigated all of it?As a non-profit, we rely on funding for a number of projects, therefore, rejection from key sponsors affects our work to an extent. So, some of the rejections I have faced with my businesses as it relates to funding. But we have been able to find a solution for these by restructuring our projects and its financial outputs. Depending on the field of business you are in, it will come with its own challenges but persevering and getting the right advice will help to navigate the system better.
What was the impetus for creating the GUBA Awards?
I started GUBA Awards in 2010 because I felt a strong need to acknowledge and celebrate the high achievers within our community. My inspiration came from seeing a large number of Ghanaians within the UK, doing exceptionally well. These great Ghanaians served as role models for the youth and I was inspired to use GUBA as a platform to acknowledge these wonderful people and upcoming achievers. The organisation started with the Awards in 2010 and has since grown to accommodate its various branches. GUBA Enterprise has grown towards a more Pan-African direction, focusing on enriching the African continent as a whole.
According to the GUBA Awards website, 2021 is the first time it has taken place in Ghana? Why did you decide to move the ceremony from the UK to Ghana?
It was imperative for the awards to be held in Ghana this year, as it marked the centenary of the death of Yaa Asantewaa. Yaa Asantewaa was an Asante Queen Mother and the last African woman to lead a major war against colonial powers. In 1900, at a time when all hope was lost, Yaa Asantewaa fought against the odds to assume the role of Commander-in-Chief of the powerful Asante Empire (in present-day Ghana) and led her people into war against the British colonialists, an unprecedented feat for a woman. It was therefore, an honour to celebrate such a woman of courage and to also bring the awards home to Ghana. The GUBA Awards in Ghana exceeded our expectations.
Going forward, what are your hopes and vision for the GUBA Awards and its philanthropy platform?
Our vision for the GUBA Awards and Enterprise as a whole is to be a catalyst for change within the African diaspora and Africa as a whole. We hope to be able to support and grow more businesses and initiatives. We also want to be able to support more charitable initiatives and help disenfranchised communities.
Tell us some of the most important considerations to take into account for anyone who wants to take the plunge and go on an adventure to Ghana this December as part of the “Beyond the Return” cultural movement?
1) Ensure that you adhere to all Covid-19 protocols – PCR test, vaccinations, etc
2) Secure safe and affordable accommodation
3) Be open-minded as you will be in a new environment
4) Ensure that you bring more than enough money for the duration of your trip
5) Be ready to explore, learn and meet new people
And what is your word of advice and encouragement to the younger generation of African girls and women?
My advice to African girls and women is to be courageous! There’ll be a lot of obstacles and situations that might discourage you but be steadfast and dedicated to your purpose. I encourage them to always believe in themselves as they are capable of achieving more than they can even imagine.