Musician Bisa Kdei has called on Charterhouse to use the Ghana Music Awards to whip up the interest of Ghanaian singers in promoting highlife songs by awarding the Artiste Of The Year to Highlife Artiste.
According to him, that’s the only way to make highlife music excel and be promoted to the global market.
Speaking in an exclusive interview on the Max Morning Show in Accra on Monday, the “Baba” hitmaker stated that the days were gone when musicians traveled with highlife music to market it to foreigners.
He said most of the current musicians were doing Highlife music but were afraid to tag it as such due to how Afrobeats had dominated the global market.
”Most of the current crop of musicians are doing highlife, but they are afraid to tag it as Highlife. The tag is the problem. I wish TGMA (Telecel Ghana Music Awards) will make the overall artiste of the year Highlife Artiste Of The Year. You will see what will happen. A lot of the young ones will start doing Highlife,” Bisa Kdei said.
He maintained that collaborative efforts were needed to promote Highlife music to gain global attention, not just life Afrobeats.
Known in real life as Ronald Kwaku Dei Appiah, he had won multiple awards for his contributions to highlife music since 2012.
After shooting to the limelight with the movie soundtrack “Azonto Ghost,” he had consistently released smash hits including Mansa, Samina, Over, Brother Brother, and Asew among many other songs.
His “Asew” remix track was also featured on Netflix’s Jingle Jangle: A Christmas Journey in 2020.
