We haven’t Capitalized on the Year of Return to Promote our Music – Bisa Kdei

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“Bisa Kdei voices concern: Ghana’s music industry missed Year of Return opportunity. Insights on untapped potential.”

Ghanaian Highlife artist Bisa Kdei has expressed his belief that Ghana missed an opportunity to leverage the Year of Return initiative to promote Ghanaian music globally.

During an interview with Accra FM, Bisa Kdei lamented the dominance of foreign music promotion during the December in GH period.

“During recent Year of Return events, I don’t think we use them well enough for ourselves. There are instances where foreigners come to experience Ghanaian music but end up listening to other genres.

We know a lot of people came to Ghana during the Year of Return, but a lot of shows were not playing Ghanaian songs but promoting other genres,” he said.

He also noted that some promoters have hindered the rise of Ghanaian music, especially at the global level, due to their negative approach towards the music industry.

According to Bisa Kdei, it is very wrong to say Ghanaian music is not good enough while downplaying the efforts of the musicians, who put a lot of handwork into the craft.

Bisa Kdei also stated that the badmouthing of some promoters has also limited the growth of our music, especially with investors not willing to invest in the industry.

“You would have some promoters say no Ghanaian artiste can’t sell the O2 Arena, and they keep downplaying the efforts of the Ghanaian artistes.

“Let’s say good things so that it will encourage others to do their best. Nobody should say our music is not that good because some other artistes come to Ghana and even learn,” he said.

Bisa Kdei is currently promoting his heartfelt single “Medaase” which is gradually making waves across the country.


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