UNESCO Recognition Confirms Highlife Remains Alive – Amandzeba
Veteran highlife musician Amandzeba Nat Brew has strongly rejected assertions that highlife music is dead, insisting that the genre’s recent recognition by UNESCO is clear proof of its continued relevance and cultural significance on the global stage.
Speaking in an interview, Amandzeba challenged the narrative that highlife has lost its place in contemporary music, arguing that international acknowledgement of the genre demonstrates its enduring value.
“If it is dead, you think UNESCO would adopt it?” he questioned.
According to the celebrated musician, the real challenge confronting highlife is not a lack of appeal or artistic merit but the manner in which music is promoted and consumed in Ghana. He noted that the music industry has become increasingly driven by short-term commercial interests, resulting in songs that enjoy brief popularity before fading from public memory.
“Right now, music is like fast food. Popcorn music, it comes, its fragrance is gone, and that’s it,” he remarked.
Amandzeba, however, was quick to absolve artistes of blame, suggesting that the problem extends beyond musicians themselves. He pointed to media organisations, advertisers and content producers, whom he accused of giving preference to foreign music at the expense of local genres.
He expressed concern over the widespread use of international songs in advertisements and other media productions, warning that such practices weaken Ghana’s cultural identity and undermine efforts to promote indigenous music.
“If you are advertising a product and the soundtrack is from Europe or America, you may think you are being cool today,” he said. “But when those rights holders come for their royalties, do you think you can pay?”
The highlife icon stressed that Ghana possesses valuable cultural assets that deserve greater appreciation and investment. He urged stakeholders across the creative industry to prioritise local content and create opportunities for highlife and other indigenous genres to thrive.
Amandzeba maintained that preserving and promoting Ghanaian music is essential not only for cultural identity but also for the long-term growth of the creative economy. He called for a collective effort to ensure that highlife continues to receive the recognition and support needed to sustain its legacy for future generations.
