Ghanaian fans value artistes they see and connect with- Samuel Owusu

Veteran highlife musician, Samuel Owusu, has highlighted the importance of visibility and public connection in Ghana’s music industry, arguing that local music lovers are more likely to support songs when they know and relate to the artists behind them.

Speaking on PrimeTime with George Quaye, Mr. Owusu shared his thoughts on the challenges faced by songwriters and behind-the-scenes creatives who often go unrecognised, despite contributing significantly to hit songs.

“In Ghana, people want to know the person behind the music, they want to see the face, feel the connection. That’s what builds loyalty and longevity,” he remarked.

According to Mr. Owusu, while ghostwriting is a viable model in other global markets, it doesn’t translate well in Ghana, where audiences value the emotional and cultural bond with performers.

Drawing from his own journey as a seasoned highlife artist, he emphasised that storytelling and visibility have been key pillars of his success. He noted that talent alone isn’t enough in Ghana’s music space, personal branding and fan engagement are equally important.

Samuel Owusu is best known for timeless hits such as Verandah, Se Nea Ebedie Nie, Maame Abre Me Ho, and Abusua Kyiri Ka, and is regarded as one of the pillars of contemporary highlife music in Ghana.