Baba Sadiq is headed to Abuja as Ghana’s foremost face of diplomacy
GhanaWeb Feature by Etsey Atisu
Such political coincidences may not be very common but soon, that is when he fully assumes the role, the High Commission of Ghana in Nigeria will receive a replacement for high commissioner but one thing would not change so much: the name of their leader.
That is because when President John Dramani Mahama relieved Baba Jamal of his duties as High Commissioner of Ghana to Nigeria in February 2026, the man he named as his replacement also bears the name ‘Baba.’
So, officially, it has become a tale of one Baba taking over, or replacing, another Baba. And this new appointee, Baba Sadiq Abubakar Abu, will also become the youngest mission appointee for the position of ambassador under this government.
Already a known face and name in the youthful environment of the National Democratic Congress (NDC), the ruling party, Baba Sadiq’s appointment has received a lot of great reviews, with many expressing happiness with his new designation.
But who exactly is Baba Sadiq, Ghana’s new High Commissioner to Nigeria-designate?
Profile of Baba Sadiq
Baba Sadiq is best known as the Founder and CEO of 3Music Network, the organisation behind the 3Music Awards, one of Ghana’s leading music award schemes.
Over the past two decades, he has built a distinguished career as a media executive, entrepreneur, and cultural advocate, working in event production, talent management, media branding, entertainment business development, and creative industry advocacy.
His work has significantly shaped Ghana’s creative economy, promoting African music, youth talent development, and cross-border collaborations across the continent.
His appointment marks a strategic move to strengthen cultural and economic ties between Ghana and Nigeria, two of West Africa’s biggest creative hubs.
As High Commissioner in Abuja, Sadiq is expected to promote diplomatic and trade relations, foster cultural exchange, deepen collaboration in entertainment and business, and support Ghanaian citizens and enterprises in Nigeria.
Beyond his creative industry work, Sadiq has a robust professional and political background. He contested the Okaikoi Central parliamentary seat on the ticket of the National Democratic Congress in the 2024 elections but lost to the incumbent, Patrick Yaw Boamah.
He is a trained media and communications specialist with more than 20 years of experience in Africa’s media and communications sectors.
Sadiq founded and led 3 Media Networks Limited, operators of 3Music TV and the 3Music Awards, and serves as executive director of the WILDALAND Foundation, an ESG-focused organisation behind the WILDALAND festival.
He was also the founding director of Boomplay in Ghana, establishing the local office, building the team, and growing the platform to nearly 11 million users.
Earlier in his career, Sadiq was Head of Programmes and Own Productions/Executive Producer at Modern Times Group’s Viasat1 Ghana, where his team won 18 awards in just 18 months.
He also managed operations for Trace TV in Ghana, spearheaded the launch of the Airtel Trace Music Star reality show, and co-founded Muse Africa, a millennial-focused lifestyle and entertainment brand, leading the #MuseParticipate active citizenship campaign in partnership with Oxfam International.
He has collaborated with Viacom International Networks Africa, MTV Base, and Rockstar400 on initiatives such as the One8 project featuring R. Kelly and eight African artists and served as associate producer for Vodafone’s 020Live and Afronation Ghana.
He holds a degree in Integrated Marketing Communications from the African University College of Communications and is currently on hiatus from postgraduate LLB studies.
In 2023, Sadiq founded FulLCircL, a Pan-African 360 entertainment agency specialising in live experiences, digital content production, publishing, PR, and talent management, continuing his influential role in shaping Africa’s creative industries.