Ghanaian highlife musician Nana Asamoah has opened up about the persistent challenges involved in promoting Highlife music on the international stage, describing the process as “very difficult” despite the genre’s rich cultural heritage.
Speaking in a recent interview, the veteran artiste lamented that while highlife remains one of Ghana’s most authentic musical exports, it struggles to gain the same level of global recognition and commercial appeal as other African genres such as Afrobeats. According to him, the problem is not a lack of quality or talent, but rather limited exposure, inadequate promotion, and shifting global music trends.
Nana Asamoah explained that highlife, which is deeply rooted in Ghanaian traditions and storytelling, often requires a cultural context that international audiences may not easily connect with. He noted that language barriers and the genre’s classical instrumentation can make it less accessible compared to more contemporary, globally-influenced sounds.
“Promoting highlife abroad is very difficult,” he said. “It takes a lot of effort, investment, and strategic positioning to get people outside Ghana to understand and appreciate the music.”
He further highlighted the need for stronger institutional support, urging stakeholders in the music industry—including government agencies, record labels, and event organizers—to invest more in branding and exporting highlife music. According to him, consistent international tours, collaborations with global artistes, and digital marketing could help bridge the gap.
The musician also called on younger Ghanaian artistes to embrace and modernize highlife rather than abandon it entirely. He believes blending traditional highlife elements with contemporary sounds could make the genre more appealing to a global audience while preserving its identity.
Despite the challenges, Nana Asamoah remains optimistic about the future of highlife, insisting that with the right support and innovation, the genre can reclaim its place on the world stage.
Highlife, which originated in Ghana in the early 20th century, has played a significant role in shaping African music history. Many industry observers believe that renewed efforts to promote the genre internationally could not only boost Ghana’s cultural influence but also create new economic opportunities for local musicians.
