Deputy Minister for Tourism, Arts and Culture, Mark Okraku Mantey, has highlighted the challenges facing Highlife music in Ghana.
In a recent interview on Joy SMS, he pointed out that the reluctance of today’s artistes to embrace Highlife is due to the genre’s image and positioning.
According to Mr. Okraku Mantey, a brand’s image plays a crucial role in attracting younger audiences in the showbiz industry.
He noted that younger artistes may incorporate elements of Highlife in their music but are hesitant to label themselves as Highlife artistes, as they want to distance themselves from being seen as old-fashioned.
The Deputy Tourism Minister cited examples of contemporary artistes like Kelvyn Boy and Kuami Eugene, who create Highlife music but shy away from identifying themselves solely with the genre. He emphasized the need for repositioning and revamping the image of Highlife to appeal to younger artistes and audiences, ensuring its longevity in the Ghanaian music scene.
Mr. Okraku Mantey also highlighted the importance of branding and positioning in the success of Highlife music. He referenced the transformation of Amakye Dede’s image through strategic management and branding, which resulted in increased value and recognition within the industry.
The Deputy Minister stressed the importance of repositioning and rebranding Highlife music to attract younger artistes and audiences. By updating its image and appeal, Highlife can maintain its relevance and secure its place in the future of Ghanaian music.
