Highlife music, which originated in Ghana and Nigeria in the early 20th century, has profoundly influenced the development of African popular music.

However, as time passed, new genres and musical styles emerged, capturing the attention of younger generations.

The reluctance of some artists to make Highlife music can be attributed to various factors. Many artists prefer to explore these newer genres rather than sticking to traditional Highlife.

Deputy Minister for Tourism, Arts, and Culture, Mark Okraku Mantey, attributed today’s artists’ reluctance to make Highlife music to the positioning and image of the genre.

He explained that a brand’s image drives the showbiz industry; thus, if a brand does not appeal to a younger audience, they are inclined to seek new alternatives.

“They [younger artists] would take elements of the same genre but they won’t be happy mentioning that; that is what they do. Every young person doesn’t want to be called an old person,” Mr Okraku Mantey said.

He mentioned artists like Kelvyn Boy, noting that while he [Kelvin Boy] creates Highlife music, he does not identify himself as a Highlife artist. Mr. Okraku Mantey also mentioned Kuami Eugene expressing uncertainty about whether he is remaining faithful to the genre he initially rose with during the early stages of his career.

With the globalization of music, artists often feel the need to conform to popular global trends to achieve commercial success. Highlife, being a genre deeply rooted in African culture, may not always align with current international music trends, leading artists to gravitate towards more globally popular genres like Afrobeats or hip-hop.

Highlife music is sometimes associated with older generations. The traditional instrumentation and lyrical themes of Highlife might not appeal to younger audiences seeking more contemporary sounds and messages. Artists may choose to distance themselves from Highlife to avoid being labeled as old-fashioned.

Due to how Highlife music is evolving, contemporary Highlife incorporates elements of other genres, such as Afrobeat and jazz fusion, to appeal to a broader audience. Some artists may prefer to explore these fusion genres rather than making traditional Highlife music.

It’s important to note that many artists continue to create authentic Highlife music and maintain its popularity. Genres evolve and adapt over time, but Highlife remains an integral part of West African musical heritage.

Repositioning Highlife For Broader Audience

Repositioning Highlife with a revamped image can be an effective way to breathe new life into the brand and appeal to a broader audience.

Mark Okraku Mantey believes that if Highlife undergoes repositioning and its image is revamped, it will attract younger artists and audiences ensuring its future in the Ghanaian music space.

Citing an example, he said, “When Fred Darko decided to manage Amakye Dede, his value was not that high, he was declining. He [Fred Darko] wanted to manage Amakye Dede, change his image and how he dressed… He did one big show for him [Amakye Dede] on December 24, 2023, had giant billboards in town and gave him some image. The same year Joy FM had Amakye Dede for Night with the Stars.”

“The same year, Shirley Frimpong Manso in Perfect Picture told a story about Amakye Dede, which is some brand positioning she did for Amakye. So, that year putting these together, his event at the conference center gave him a new image. [Former President] Kuffour was there and all the big boys were there to see Amakye. After that his value and price changed, so positioning is everything in business. So highlife must be re-positioned,” the Deputy Tourism Minister said.

By implementing an integrated marketing strategy, there is a need to develop a comprehensive marketing plan that encompasses various channels and tactics to reach the target audiences effectively; by utilizing digital marketing, social media, content marketing, and traditional advertising to create awareness and generate interest in the revamped Highlife.

Collaboration with influencers and brand ambassadors who align with the artist’s repositioned image through endorsement and support can help boost brand credibility and reach a wider audience.

Continuous monitoring of the impact of the artists’ repositioning efforts and gathering feedback from customers will help to identify areas for improvement and make necessary adjustments to ensure the success of the revamped Highlife.

Repositioning a brand takes time and consistent effort and it is by staying committed to the new image and engaging with the target audience to build a strong and lasting connection.