Highlife Sensation Bisa Kdei has voiced disappointment over the lack of promotion for Ghanaian music during the Year of Return and Beyond the Return celebrations, attributing the poor reception of Ghanaian music abroad to this missed opportunity.
In an interview with Accra FM on March 28, Bisa Kdei acknowledged the significant impact of the Year of Return events on the creative industry but expressed regret that the focus was not on showcasing authentic Ghanaian sounds like Highlife.
Instead, he noted, the emphasis was on genres like Amapiano and Afrobeats.
“I don’t think we utilised the Year of Return well enough. Some foreigners, even Nigerians, came to Ghana hoping to hear authentic Ghanaian songs. But we were busy playing Amapiano and Afrobeats for them. So when they are going back to their countries, which songs will they take away?” Bisa Kdei remarked.
He emphasised the missed opportunity to showcase Ghana’s rich musical heritage during a period when the world’s attention was on the country.
Bisa Kdei lamented that clubs and entertainment venues primarily promoted foreign songs during that time, contributing to the acceptance of those genres in international markets while Ghanaian music struggled for recognition.
“This situation has led to these sounds being accepted in international markets while Ghanaian music wasn’t being recognized. So if a Ghanaian artiste decides to host a show out there, the foreigners won’t attend because they can’t recognize his song. But they recognize the Afrobeats and the Amapianos,” he elaborated.
Bisa Kdei’s comments highlight the need for strategic promotion of Ghanaian music on global platforms, especially during significant cultural events like the Year of Return, to ensure its rightful place and recognition in the international music scene.