Veteran highlife musician Amandzeba Nat Brew has rejected claims that highlife music is dead, arguing that its recent recognition by UNESCO is evidence of the genre’s enduring relevance and cultural significance.
Speaking on The Upside Down Show on Channel One TV with Frema Adunyame on Sunday, May 31, Amandzeba questioned why anyone would describe highlife as extinct when it continues to receive international recognition.
“If it is dead, you think UNESCO would adopt it?” he asked.
The musician suggested that the challenge facing highlife is not a lack of value or appeal but rather the way music is promoted and presented in Ghana.
According to him, the industry has become overly focused on quick commercial gains, resulting in music that is consumed rapidly and forgotten just as quickly.
“Right now, music is like fast food. Popcorn music—it comes, its fragrance is gone, and that’s it,” he remarked.
Amandzeba was quick to point out that artistes should not bear the blame for this trend. Instead, he believes the problem lies with media platforms and content producers who often prioritise foreign music over local sounds.
He criticised the frequent use of international songs in advertisements and media productions, warning that such practices undermine Ghana’s musical heritage and expose users to potential copyright liabilities.
“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 urged stakeholders to place greater value on indigenous music and cultural assets, stressing that local content deserves stronger support if Ghana is to preserve and benefit from its rich musical legacy.
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