Creative Arts Agency boss Gyankroma Akufo-Addo has expressed worry Ghana does not have a distinct sound identifiable on the international entertainment market.

“Our music industry needs to reach a point where audiences worldwide can readily identify Ghana’s musical signature,” she said, bemoaning: “As it stands, when we mention Ghana music, often, the immediate question is: ‘What is Ghana music?’”

According to Gyankroma, the situation is due to a lack of focus and a disorganised front as “everybody is doing everything and so we are supporting everything”.

She acknowledged the historic relevance and iconic status of Ghana’s Highlife music, but highlighted the pressing need, in contemporary times, for “our producers and musicians to come out with a particular sound that is” easily identified as “coming from Ghana”.

Gyankroma intimated, in the absence of the above, the projection of already existing styles of Ghanaian music must be championed: “For instance, if it is Highlife, let’s do it, or Hiplife, let’s stick to that. Whichever one, I think the most important thing is to have a music sound from Ghana that will be internationally recognised.”

The CAA Executive Secretary clarified she was not campaigning against diversity in music in Ghana but aiming, rather, to “foster a unique sound that can stand out on the global stage while allowing the diversity and creativity of Ghanaian musicians to flourish”.

Gyankroma Akufo-Addo spoke at an exclusive roundtable discussion with Ghanaian artistes and their management. The meeting was on the PlayGhana initiative announced last year to ensure local music is overwhelmingly promoted in all 16 regions to enhance music tourism and improve the local music economy, among other things.