Ghanaian musician Bisa Kdei is pushing for a stronger campaign to reconnect younger audiences with highlife. He warned that the genre risks losing its identity as Afrobeats and other modern fusions continue to dominate the music scene.
The artiste believes one of the biggest challenges facing highlife is the reluctance of some contemporary artistes to openly associate their music with the genre.
Speaking on Max TV, Bisa Kdei said highlife remains present in much of Ghana’s modern music, but its identity has become increasingly difficult to define and promote.
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“We have an identity problem, you know. Even though they are doing highlife, the way to position it or project it is a problem now because of the few genres that have popped up here in Ghana, especially like Afrobeats and whatnot,” Bisa Kdei said.
He argued that the perception of highlife as music primarily meant for older listeners has discouraged some young musicians from attaching the genre’s name to their work, even when their sound carries clear highlife influences.
“People are, let me just say, a bit scared to tag their songs as highlife because most people also think that highlife is for the old, and that’s the problem that I think we are facing right now, but we will get there,” the singer stated.
Reversing that perception, Bisa Kdei believes, will require a coordinated effort from the wider music industry, particularly award organisers, radio stations, DJs and the media.
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He believes these platforms can help younger audiences understand highlife not simply as a sound from Ghana’s past, but as part of the country’s musical heritage that can continue to evolve.
“Award schemes, we should change a few things in award schemes. We should get the radio, the DJs, the media to talk about highlife more to the young generation so that they can understand where they come from,” Bisa Kdei added.
The musician also proposed changes to award categories as a way of giving highlife greater visibility and encouraging more young artistes to explore the genre.
“With the award schemes, I think maybe the overall award, if we make it like Highlife Artiste of the Year, it will push a lot of the young ones to do more highlife, yeah, and a lot is gonna change from there,” he stated.
Aside from the conversation about highlife, Bisa Kdei also reflected on artistes he would have loved to collaborate with during his career.
He said he has never limited himself to working with particular musicians and remains open to collaborations whenever the opportunity arises.
“I always wanna work with people. I don’t really have a specific artist, but I always wanna work so long as music is concerned.
He then mentioned two highlife figures he had hoped to work with, including the late Daasebre Dwamena and Daddy Lumba.
“Okay, I actually do have. I really wanted to work with him, but he is no more, Daasebre Dwamena. I really did want to. And I was supposed to do something with Dada Lumba as well. May his soul rest in peace, but you know he passed,” Bisa Kdei added.
@maxtv_gh “Ghanaian artistes are a bit scared to tag their songs as highlife because they think highlife is for the old” – Bisa Kdei, Ghanaian singer #Maxtv #BisaKdei ♬ original sound – MaxTV_GH
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