Creative entrepreneur Baba Sadiq Abdulai Abu has been appointed Ghana’s new High Commissioner to Nigeria, marking a significant transition from media and entertainment into diplomatic service.

He replaces Baba Jamal, who was removed from office following vote-buying allegations during the National Democratic Congress (NDC) parliamentary primaries in Ayawaso East, where he had contested and won.

Baba Sadiq is widely known for his influence in Ghana’s creative industry. He founded 3Media Network, the parent company of 3Music TV and the popular 3Music Awards. In 2022, he stepped down as chief executive after five years to pursue a political career and contest the Okaikwei Central parliamentary seat.

During the 2024 general elections, the NDC initially announced him as winner of the constituency. However, the Electoral Commission later declared Patrick Yaw Boamah of the New Patriotic Party (NPP) as the duly elected Member of Parliament (MP).

Despite expectations that his background in media, marketing, and the creative arts would earn him a leadership role in government, such as the Tourism, Culture & Creative Arts Ministry or related government agencies, he was not named to any of those positions.

His diplomatic appointment, however, was announced on March 1, 2026, by Foreign Affairs Minister Samuel Okudzeto Ablakwa, who revealed that President John Mahama had designated him as High Commissioner to Nigeria.

As with other ambassadors and high commissioners recently sworn in, President Mahama has tasked appointees with promoting Ghana’s interests abroad, strengthening bilateral ties, and attracting investment to support the government’s economic “reset” agenda.

Since the announcement, congratulatory messages have poured in from figures within the media and entertainment space. Many have described the appointment as refreshing and inspirational, particularly for young people and stakeholders in the creative arts industry, which has often been underestimated in governance circles.

In his message, Minister Ablakwa wrote: “Congratulations, Baba Sadiq on your well-deserved appointment by President Mahama as High Commissioner designate to the Federal Republic of Nigeria.

“I have no doubt you will hold aloft Ghana’s flag and make the youth of our continent proud,” he emphasised.

Much is expected of Baba Sadiq, with his first national position being an international assignment. As a burgeoning politician, how he draws from his business and creative arts expertise to succeed in this new office will be closely monitored.