Highlife legend Samuel Owusu believes Ghanaian music lovers connect more deeply with songs when they recognize the artistes behind them.
In an interview on PrimeTime with George Quaye, Owusu highlighted one of the major challenges in Ghana’s music industry—songwriters often remain in the shadows without public recognition.
He emphasized that this system does not resonate well with Ghanaian audiences, who value knowing and connecting with the face and personality behind the music.
“In Ghana, people want to know the person behind the music. They want to see the face and feel the connection. That’s what creates loyalty and longevity,” he explained.
Owusu noted that while ghostwriting works in other markets, Ghana’s industry thrives on visibility and the artiste’s ability to engage fans directly.
Sharing his personal journey, the highlife icon stressed that storytelling, public presence, and branding have been key to his success. He added that talent alone is not enough; artistes must build a strong identity to secure a lasting career in Ghana’s unique music space.
Samuel Owusu is celebrated for timeless hits such as Verandah, Se Nea Ebedie Nie, Maame Abre Me Ho, and Abusua Kyiri Ka.