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Music consumers must develop love for highlife – Adina on how to promote music genre
Ghanaian music diva, Adina Thembi Ndamse better known by the stage name Adina has opined that in order to promote highlife music, consumers should develop an appreciation for the genre.
She emphasized that although she explores other music styles, highlife music comes naturally to her due to her upbringing.
“When people release highlife music, it should be embrace it. A lot of people should help for it to grow because I feel like in Ghana most people go with what is popular so if a popular genre comes out, if someone does a song that is in the popular genre that is what the kids will promote or even the media houses might want to support
”Let’s intentionally promote highlife music. The more we promote it, the more it will be appealing or interesting to the younger ones for them to also want to also have a taste because at the end of the day most of the artistes that are out there just want a hit song so if industry will support the highlife they want to do to be a hit, I think they will be encouraged. But if they feel like highlife is for old people and it won’t be played at parties or the club (they will be discouraged).
“>So I feel that we need intentional support from the industry which includes the consumers; they lay people in the house. It should be intentional. We should all embrace highlife music,” she said.