Made in Ghana: Reels By Nana Kwame

At 18 he was skipping uni lectures to follow his brother to weddings, now at 25, Emmanuel Danso dives into his journey building Reels By Nana Kwame into a force in Ghana’s events space.

Background: I’ve touched on this in a previous blog, but the rise of the wedding and event content creator has been a fascinating trend to watch. What were once intimate moments, experienced only by the privileged few who received an invitation, are now broadcast across social media, garnering thousands of likes. The psychology behind this really intrigues me. Even I, someone with virtually no social media presence, felt the need to hire a wedding content creator. Why do we, as brides, crave that external validation? Perhaps months, sometimes years, of planning feel incomplete without some sort of public acknowledgment. Otherwise, what was it all for (beyond the joy of those in attendance!)?

We can’t deny the outsized role social media plays in our lives today. The old question, “If a tree falls in a forest and no one hears it, did it even fall?” seems to have evolved into, “If you hosted an event and it didn’t go viral, did it even happen?” And the truth is, there are many layers to creating a successful event. Content creators often capture the small, fleeting details that traditional videographers and photographers might overlook.

It would be remiss of me not to acknowledge that my own desire for a wedding content creator was heavily influenced by the incredible content coming out of Ghana. Many British Ghanaian content creators would probably admit they look to Ghana for inspiration, and at the centre of that landscape is Reels By Nana Kwame.

With nearly 190k Instagram followers, Nana Kwame has become a creative force. I had the privilege of speaking with him shortly after his work trip to South Africa. We talked about his journey into content creation, Africa’s growing influence in the global wedding market, and when he believes the need for virality in the wedding space truly began.

This interview has been edited for clarity.

Full Name: Emmanuel Agyei Danso

Age: 25

Business: Reels By Nana Kwame

Based: East Legon, Accra, Ghana

Q: How did you get into content creation?

I actually fell into content creation around 2020, but the foundation was laid long before that. For about two years, I worked closely with my brother, Blaqeye Concepts, as a videographer. During that time, there was this one guy who also collaborated with my brother, Live Weddings with Kwaku.

Around 2020/2021, I started working more directly with Kwaku. He was one of the early people pushing content creation in Ghana, and being around him opened my eyes to what was possible. Even back then, we were mostly shooting on phones, yet the quality and engagement were incredible. Watching him film entire weddings on a phone and still produce beautiful, highly engaging content made me think, “Hey, this really makes sense.”

We went on to work together for about three years. Along the way, he kept encouraging me to start something of my own. That push, combined with everything I had learned from both him and my brother, is what sparked the beginning of my own brand. That’s how content creation truly started for me.

Q: What do you shoot with?

Right now, we still shoot primarily with a phone and it’s been amazing how much quality we’ve been able to achieve with it. But we’re also looking ahead. By mid-next year, we’re planning to transition fully into camera-based content so we can elevate the look and feel of our work even more.

Q: At what point did you realise content creation could become a full-time business for you?

I think the moment clicked for me gradually. I started working with my brother, Blaqeye Concepts, back in 2018, hard to believe that’s already seven years ago. At the time, I was just 18, in university, studying IT Management. But honestly, I spent a lot of time skipping class to follow my brother to weddings!

Around 2020/2021, when I started working with Live Weddings with Kwaku, everything became clearer. Seeing the impact and consistency of the work we were doing made me realise this wasn’t just a side gig, it could genuinely become a full-time career. I still finished my degree because my dad would’ve been heartbroken if I didn’t, but deep down I always knew media was where I belonged.

Q: Ghana has become a global reference point for wedding aesthetics. Why do you think the world is paying attention now?

I think people are finally embracing and appreciating our traditions. Ghanaian culture is rich – our kente, the outfits, the drums, the dance – there’s a natural beauty and authenticity to it. Ghanaians are leaning into who we are, and as we celebrate ourselves more confidently, the world is starting to pay attention too.

Adowa dancing captured by Reels By Nana Kwame

Q: Do you see differences between Ghanaian weddings and diaspora weddings in terms of storytelling and energy?

Yes, definitely. When people migrate, parts of the culture naturally get lost, and that’s the biggest difference I notice in diaspora weddings. In Ghana, you’ll always find that one abusuani who can trace and recite traditions from generations back, helping everyone understand the meaning behind each moment. In the diaspora, that depth can fade, so sometimes the storytelling feels a bit watered down.

But what’s beautiful is how many people abroad are now looking back to Ghana for inspiration, bringing those traditions into their ceremonies in fresh ways.

The location also shapes the feel of the content. A traditional wedding shot in someone’s home in Ghana carries a warmth and authenticity you can literally feel on screen. When it comes to energy, though, diasporans really bring it. They want their weddings to look and feel like a Ghana wedding, and you can see that excitement in every scene.

Q: What moments at a wedding do you find most meaningful to capture that others might overlook?

The obvious one is the exchange of rings, it’s small but incredibly symbolic. For me, the mother’s prayer over the bride is also a moment I never want to miss; it’s powerful every single time. And of course, the vows carry so much emotion and intention.

Wedding planning can be overwhelming, but I always encourage couples to share a list of what matters most to them. Every couple is different, and as content creators we need to be mindful of that. If they don’t provide a list, it’s important to ask, just to make sure every meaningful moment is captured.

Wedding set up captured by Reels By Nana Kwame

Q: Is there a piece of content you’ve created that still resonates with you on a personal level? Why that one?

Honestly, every wedding I shoot resonates with me in some way. Each one carries its own emotion. It’s not just the love between the bride and groom, it’s the families coming together, the little moments of connection, the joy, and sometimes even the chaos. It’s beautiful to witness.

I especially love shooting traditional weddings. Our culture is incredibly rich, and the elements are powerful and unique to us. The white wedding is borrowed from the West, but the traditional ceremony is fully ours, and you can feel that in the content every time.

And yes…I’ve seen my fair share of fights at weddings too, but that’s a story for another day!

Adinkra accessories captured by Reels By Nana Kwame

Q: When did you first notice a shift toward weddings needing ‘viral moments’?

Honestly, I think it started when social media began taking over every part of our lives and weddings weren’t spared. Suddenly, every moment felt like it needed to be “Instagram-worthy.” Personally, I still value quality content over trends; that should always be the focus.

But I do get couples who are very determined to go viral. If we’re being real, some just want to flex on their ex, whether they admit it or not! Others simply want their wedding to reach family and friends who couldn’t make it. And then there are couples who put so much time, money, and planning into the day that they want the world to see it. They want that “wedding of the year” tag.

The funny thing is, despite what I do for a living, I wouldn’t even have a big wedding myself. I’d keep it simple, a small traditional wedding and then sign the papers, go home, but still have nice photos and good content.

Q: What makes a wedding naturally “viral-ready,” and what parts of virality do you think can’t be manufactured?

Honestly, the first thing is visibility, if the bride or groom is already well-known, the wedding naturally picks up traction online. The other big factor is the bride herself. Whether we admit it or not, weddings are centered around the bride. If the bride is very beautiful and knows how to work the camera, that certainly helps. One bride might simply look at the lens, while another knows how to pose, move, and express herself in a way that instantly connects with viewers. Those are the two elements I consistently see driving organic virality.

But the part you can’t manufacture is authenticity. You can plan the aesthetics, but you can’t force the energy, the emotion, or the natural charisma that truly makes a moment resonate.

Bride and her accessories captured by Reels By Nana Kwame

Q: What new tools and developments are you excited to bring into your workflow as your business grows?

I’m really excited about upgrading our equipment, especially getting the Canon EOS R6 Mark III. It’s Canon’s new release, and the quality looks incredible. What’s funny is that, up to now, I’ve done everything on my iPhone, including editing, and I still rely on CapCut for my edits. It works, but handling everything alone can be challenging, so I’m looking forward to expanding the team even more.

Right now, we’re a team of four, just friends who believed in the vision and came along for the journey. They all have full-time jobs: one’s an accountant, one works in a hospital, another works in a school. Because most weddings happen on weekends, they were free, so I started dragging them along with me. People assume you need to be “naturally creative” to get into content creation, but honestly, that’s not true. With experience, you learn what matters – the bride walking down the aisle, the kiss, those key moments.

So for me, the most exciting “trend” isn’t just the new tech, it’s building a team that can cover multiple weddings in a day, with people editing from home and growing with the brand. The tools help, but the team is what will take everything to the next level.

The four-man team behind Reels By Nana Kwame

Q: What types of events do you typically cover, and do you think content creators will ever replace traditional videographers?

Honestly, I do pretty much every kind of event, except funerals. I’ve actually done two and I quickly realised they’re just not for me. They’re incredibly emotional, everyone’s crying, and it’s really hard to film when the whole atmosphere is that heavy. I’m a naturally happy person, so I prefer capturing moments that feel joyful.

But funny enough, funeral content is huge right now. In places like Ghana, funerals are on another level and people are actually paying more for funeral content creators than for wedding ones. Families want the memories for themselves, but also to share with people who couldn’t make it, so the demand is definitely there.

As for content creators replacing videographers? Nope, I don’t see that happening. I think people mix up the two roles a lot. Because I used to be a videographer, I know how much work goes into it. Videographers are creating full, cinematic overviews of an event, multiple angles, long-form edits, sometimes a whole three-hour film. Content creators don’t do that. We’re all about quick highlights, fun moments, guest arrivals, basically the instant, shareable stuff.

We don’t replace videographers; we’re more like the perfect add-on. Each role does something totally different.

Q: What has been the biggest challenge in scaling your brand?

Good question. One of the biggest challenges has been navigating the cliques in the Ghanaian wedding vendor space. There are definitely little groups and alliances, and I’ve never been part of any of them. I’m very much a “whoever wants to work with me, I’m happy to work with you” kind of person. But because I’m not aligned with any specific circle, some people just choose not to work with me and that can make things a bit tricky.

That said, most of my bookings come directly from clients anyway, which I love because it means people genuinely want me for my style. And I do get a good amount of business from event planners too, so even with the cliques, everything still works out.

Q: Who or what inspires you creatively outside of the wedding industry?

That’s tough, a lot of my creative inspiration still comes from the wedding space, especially from Nigeria. I’m obsessed with Duro, a Nigerian wedding content creator. His work is incredible, and you should definitely check him out. I love that he started out filming on his phone and later transitioned to a camera. 

Outside of weddings, I’m really into food content. Cooking is one of my favourite hobbies, I enjoy it so much! But I don’t think I could ever commit to being a full-on food content creator. It takes so much time. I’ve only managed to make two food videos because the process is wild. You chop the tomatoes, record it, then cut the onions, record again, pause, set up… it just gets long! So for now, I’ll stick to watching other people’s food videos while I cook for fun.

Q: Do you have any advice for up and coming content creators? 

Focus on your own path. The industry can look crowded – at some weddings you’ll see eight content creators, and a few aren’t even booked; they’re just there trying to build a portfolio. Don’t get caught up in that. Put your energy into developing your own style, keep practising, and stay consistent. If you’re genuinely passionate about what you do, the right opportunities will come.

Q: Are there any Ghanaian businesses you would like to give a shoutout to?

Oh, there are loads! Reggies Makeovers, Bentxil Weddings, Cine Tease, SheBoss, DJ Wuushman and Dave Lamptey.

Thanks for speaking with me!

Thank you, this was a good meeting!