Gen Z can’t ‘kill’ Highlife — Nana Asamoah
WHILE some have blamed Gen Z for ‘killing’ Highlife music, arguing that younger listeners are turning away from the genre in favour of newer, trendier sounds, Ghanaian Highlife artiste Nana Asamoah sees it differently.
To him, Gen Z poses no danger to Highlife and that blending rather than competing is the smarter way forward.
Gen Z, short for Generation Z, is someone who was born roughly between 1997 and 2012. They are the generation after Millennials.
In a recent interview with the Graphic Showbiz, Asamoah said Highlife sits at the very top of Ghana's music tree, a genre that has weathered every storm and will continue to do so no matter what is trending.
"Highlife is like the father of all genres in Ghana and it has always had its audience. I do not believe there is a shift. Gen Z is not a threat to Highlife.
“The key is not to fight or compete but to find a way to blend. As young people grow older, they start getting closer to Highlife. So we should continue doing Highlife music.
"Moreover, Highlife is not dying. Musicians are still making that kind of music. It only looks quiet in the mainstream because the system has changed.
“The problem is not the music; it is the attention and hype around it. Highlife is our foundation and it carries real stories. Anytime people pay attention to it, they connect to it instantly. So Highlife lives," he said.
He was, however, quick to point out that it is only natural for every generation to connect with its own sounds. To him, that is not something to worry about but something to appreciate. (Read also Music, dance and good vibes take over ‘Accra By Night’ tour)
"Gen Z is naturally drawn to its own sounds, which are transforming and trending today and it is beautiful because the world is big enough for all genres. Every generation has its sound," he noted.
Turning to the legends of the genre who are not releasing music as often as before, Nana Asamoah said he doesn’t see it as a sign that Highlife is fading but rather an opportunity for younger artistes to fill the space.
"Legends such as Amakye Dede, Daddy Lumba, A B Crentsil among others are great musicians who have timeless music that can never be replaced. Their contributions to the genre are enormous so if there is a gap, I see it as a responsibility to bring a fresh wave to keep Highlife moving forward," he said.
Touching on what needs to be done for the genre to hold its ground in an ever-changing industry, he said “Highlife must stay true to its roots yet keep pushing forward. Collaboration is important because it brings fresh energy. Sound quality is important, it determines how far your music travels. Presentation is also very important because people connect with what they see before they even hear the sound," he added.
