The Musicians Union of Ghana (MUSIGA) has launched a major global campaign, 'Highlife to the World (H2TW) – Black Star Experience 2027', to promote Ghana's iconic Highlife music. This significant initiative will officially begin with a launch event on August 2, 2026, in Barcelona, Spain. The campaign aims to solidify Highlife's international recognition and celebrate its Ghanaian origins.
This global push follows a crucial development in December 2025, when the United Nations Educational, Scientific and Cultural Organization (UNESCO) officially added Highlife to its Intangible Cultural Heritage List. This inscription formally acknowledges Highlife as a distinct and valuable cultural expression from Ghana. MUSIGA President Bessa Simons emphasized that Highlife is an intrinsically Ghanaian art form, a "priceless gift to the world" that cannot be claimed by other nations.
The campaign aligns with Ghana's broader efforts to leverage its cultural assets for economic and diplomatic gain. Cultural exports, like music, contribute significantly to national branding and tourism. Promoting Highlife internationally can attract foreign investment in the creative arts sector and boost Ghana's global image. This initiative also capitalizes on the growing global interest in African music genres.
Bessa Simons stated, "We are formally announcing the campaign at the concert at SeaSea Club in Barcelona, but the rollout starts in March next year alongside Ghana's 70th Independence Anniversary celebrations." He added that Highlife is the "glorious rhythm from Ghana," and the union is immensely proud of it. This statement underscores the national pride associated with the music genre.
The Barcelona launch event, scheduled from 10:00 a.m. to 5:30 p.m., will feature performances by prominent Ghanaian artists including Stonebwoy, Amandzeba Nat Brew, Obrafour, Bessa Simons, and Jupitar. DJs from Ghana based in Europe, such as DJ Logs and DJ Demo, will also participate. The event is a collaborative effort involving the Ghana Embassy in Madrid, MUSIGA, the Black Star Experience, and Showbiz Africa.
A high-level Ghanaian delegation will attend, hosted by H.E. Kalsoume Sinare Baffour, Ghana's Ambassador to Spain. Key members include Bessa Simons, Maame Efua Houadjeto, CEO of the Ghana Tourism Authority, and Rex Omar, Coordinator for the Black Star Experience. Other delegates include Gideon Nee Aryeequaye from the Creative Arts Agency and Verus Nartey from Showbiz Africa. This strong representation highlights the government's commitment to the campaign.
The 'Highlife to the World' campaign is supported by several key partners, including Benayacon Entertainment, the National Folklore Board, the Ghana Tourism Authority, and the Creative Arts Agency. The Spanish Embassy in Ghana and the UNESCO Office in Ghana are also providing crucial assistance. This broad partnership demonstrates a concerted effort to ensure the campaign's success and global reach. The initiative is expected to generate significant cultural and economic benefits for Ghana over the coming years.