President John Mahama has officially appointed creative entrepreneur Baba Sadiq Abdulai Abu as Ghana's High Commissioner-Designate to the Federal Republic of Nigeria. The announcement, made official by the Ministry of Foreign Affairs on March 1, 2026, and confirmed by Minister Samuel Okudzeto Ablakwa, underscores the significant importance Ghana places on its bilateral relations with Nigeria, a crucial economic and political partner within the West African sub-region. As High Commissioner-Designate, Abu is tasked with playing a pivotal role in strengthening the ties of commerce, culture, and diplomacy between these two neighboring countries. His appointment is contingent upon formal acceptance and adherence to diplomatic protocols by the Nigerian government.

This new diplomatic assignment follows the immediate recall of the previous High Commissioner, Mohammed Baba Jamal Ahmed (Baba Jamal), by President Mahama. Baba Jamal was recalled on February 7, 2026, due to allegations of voter inducement after he participated in and won the National Democratic Congress (NDC) parliamentary primaries in the Ayawaso East Constituency.

Baba Sadiq Abdulai Abu brings a wealth of experience to his new role. He is a trained media and communications specialist, entrepreneur, and politician, with a career spanning two decades in Africa’s media and communications industries. Before this appointment, Abu contested the parliamentary seat for the Okaikoi Central Constituency on the ticket of the National Democratic Congress in the 2024 elections, though he was unsuccessful against the incumbent, Patrick Yaw Boamah.

His extensive entrepreneurial journey includes founding and serving as the former Chief Executive Officer of 3 Media Networks Limited, known for operating the music media brand 3Music TV and the prestigious 3Music Awards. He is also the founder and executive director of the WILDALAND Foundation, an ESG-focused organization recognized for its WILDALAND festival. Prior to these ventures, Abu was the founding director of Boomplay in Ghana, Africa’s leading digital streaming service. In this role, he established the Ghanaian office, built the local team, and significantly contributed to the platform reaching nearly 11 million users while successfully acquiring content from numerous Ghanaian and African creators.

Abu’s media career further includes serving as the head of Programmes and Own Productions/executive producer at Modern Times Group (MTG) Africa’s Viasat1 Ghana, where his team garnered 18 awards within an eighteen-month period. He managed operations for the pan-African TV channel Trace TV in Ghana and spearheaded the launch of the Airtel Trace Music Star reality show. Additionally, he co-founded Muse Africa, a millennial-focused lifestyle and entertainment brand, serving as its founding CEO from 2015 to 2018, where he led the #MuseParticipate active citizenship campaign in partnership with Oxfam International.

His collaborative efforts extend to projects with Viacom International Networks Africa, MTV Base, and Rockstar400, including the One8 initiative featuring R. Kelly and eight African artists, which involved leading launches in Burkina Faso, Chad, and Niger. He also worked as an associate producer for Vodafone’s 020Live project from its inception and served as an associate producer for Afronation Ghana in 2019 through the Rave Group. Academically, Abu holds a degree in Integrated Marketing Communications from the African University College of Communications and has deferred his postgraduate LLB studies. In 2023, he founded FulLCircL, a Pan-African 360 entertainment agency specializing in live experiences, digital content production, publishing, PR, and talent management.