Highlife music, a genre that originated in Ghana in the early 20th century, has a rich history and vibrant cultural significance.
It blends traditional Akan melodies and rhythms with Western musical influences, creating a unique sound that has captivated audiences locally and internationally.
However, in recent years, there has been a growing discourse among music industry experts, artists, and producers regarding the potential limitations of focusing solely on highlife music for global reach.
Afro-fusion musician, Bada has sparked an interesting debate in the music industry, stating that sticking to Highlife music could limit an artist’s global reach, which would be a big loss to Ghana’s music industry.
Bada, born Emmanuel Amegba, advocated for some musicians to make Highlife the standard of music in Ghana should not be encouraged because music has become globally competitive.
“Highlife is archaic and it is very surprising people still think that it is the wand that works the magic for Ghana to make an international impact. It’s a big no because even at the moment, Highlife is struggling in Ghana. So why do we think we can sell a struggling music style as a commodity to the international market?”
Bada
Highlife artist, Kwabena Kwabena recently challenged up-and-coming artists to do Highlife since the genre was the key to creating hit songs.
Kwabena Kwabena explained that it was unfortunate most young artists preferred other music styles to Highlife when many of today’s smash hits were deeply rooted in Highlife, showcasing its timelessness and relevance.
Bada, however, disagrees with that. He stated that young artists should rather do foreign music styles to appeal to the international audience since the goal is not to be famous just in Ghana.
Highlife is characterized by its upbeat tempo, brass instrumentation, and rich harmonies, often featuring lyrics that reflect everyday life, love, and social issues.
Despite its cultural significance and historical roots, highlife has faced challenges in gaining widespread international recognition.
While it remains a beloved genre in Ghana and parts of West Africa, artists are increasingly advised to diversify their musical styles to enhance their global appeal.
Highlife music, while popular in Ghana and among the African diaspora, has a relatively niche audience compared to more globally recognized genres such as Afrobeats, hip-hop, or pop. This limited reach hinders artists’ ability to penetrate international markets effectively.
The cultural and linguistic specificities of highlife music pose challenges for global audiences. Lyrics in local dialects do not resonate with non-Ghanaian listeners, making it harder to achieve widespread popularity.
Additionally, the traditional themes and instrumentation do not align with the musical preferences of a global audience accustomed to different sounds.
The global music market is highly competitive, with numerous genres vying for attention. Highlife competes with genres that have already established a strong international presence, such as Afrobeats and reggae, making it difficult for highlife artists to gain traction.
Case for Diversification
Given these challenges, many experts advise highlife artists to consider a more diversified approach to their music.
Blending highlife with more globally recognized genres such as Afrobeats, hip-hop, or R&B, artists create a unique sound that appeals to a broader audience. This fusion approach not only retains the essence of highlife but also introduces it to new listeners.
The rise of social media and music streaming platforms has transformed how music is consumed. Highlife artists utilize these platforms to reach international audiences, share their music, and engage with fans worldwide.
Adopting contemporary production techniques can help highlife music sound more relevant to today’s listeners. This includes experimenting with electronic elements, modern beats, and innovative arrangements that resonate with global trends.
While highlife music holds a cherished place in the hearts of many, artists must navigate the complexities of the global music landscape to achieve widespread recognition.
By embracing diversification, collaborating across genres, and leveraging modern technology, highlife musicians enhance their global reach while preserving the cultural richness of their art.
The future of Highlife depends on its ability to adapt and evolve, allowing it to thrive in an increasingly interconnected world.
READ ALSO: Mussa Dankwa Demystifies Voter Apathy’s Rhetoric Linked to NPP’s Defeat
