Bisa Kdei, a prominent Ghanaian Highlife musician, has expressed frustration over the insufficient promotion of Highlife music in Ghana.
During an interview with Onua TV, he highlighted a concern that the ongoing Year of Return initiative isn’t being leveraged effectively, as local audiences seem to favor foreign genres like Amapiano and Afrobeats over traditional Highlife.
Kdei questioned the cultural message being conveyed to visitors, asking, “When people come to Ghana, what are we showcasing Highlife or Afrobeats?” He argued that the heavy rotation of foreign music in clubs is overshadowing Ghanaian sounds, thus diminishing the impact of Highlife.
He also pointed out that this lack of promotion is impacting the ability of Ghanaian artists to succeed internationally.
“When tourists and diasporans come and hear only Afrobeats, that’s what they take with them. We aren’t doing enough to promote our own culture, and that affects our international appeal,” Kdei noted.
Kdei recounted a specific incident where he challenged a DJ for exclusively playing Nigerian music at a club.
Despite these challenges, he remains dedicated to championing Highlife music, stating, “I’ve chosen Highlife as my career path, and I will continue to fight for it. Being vocal about these issues is crucial to me.”