A new chapter in the global promotion of Ghana’s rich musical heritage has begun in grand style as the “HighLife To The World” (H2TW) campaign officially launched in Paris, France, with an inspiring and well-attended MasterClass celebrating the history, artistry, and global influence of Ghana’s legendary Highlife music.
The initiative, which follows the historic inscription of Ghana’s Highlife music and dance on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity, seeks to preserve, promote, and showcase one of Africa’s most influential musical traditions on the world stage.
The Paris MasterClass, organized by the Musicians Union of Ghana (MUSIGA) in partnership with BenayaCon Promotions and ShowBiz Africa, marks the beginning of an ambitious international campaign to introduce new generations across the globe to the unique sounds, rhythms, and stories embedded in Highlife music.
The event was held at the prestigious La Communale de Saint-Ouen in Paris, and it attracted music lovers, cultural enthusiasts, members of the Ghanaian diaspora, European participants, and international guests eager to experience the soul of Ghana’s musical identity.
The launch was further elevated by the presence of Ghana’s Ambassador to France, H.E. Mavis Ama Frimpong, who attended to lend diplomatic support and celebrate Ghana’s cultural contribution to the global community.
MUSIGA President Bessa Simons underscored the significance of the campaign, saying,”Highlife is Ghana’s musical heartbeat—by taking it to the world we honour our past, educate new audiences, and create future opportunities for our artists.”
The global campaign represents a major collaboration between Ghana’s creative industry stakeholders and institutions committed to promoting the country’s cultural diplomacy. The H2TW campaign has received strong support from key national institutions, including the Ministry of Tourism, Arts and Culture (MoTCA), the Ministry of Foreign Affairs, Ghana Tourism Authority (GTA), Creative Arts Agency (CAA) and the Black Star Secretariat.
These institutions recognize Highlife not only as a genre of music but also as a powerful cultural asset capable of strengthening Ghana’s global identity, attracting tourism, and creating new opportunities for musicians and creative professionals.
The MasterClass offered participants a rare opportunity to explore the origins, evolution, and technical elements of Highlife music. Leading the educational session were some of Ghana’s most respected music personalities, including MUSIGA President Bessa Simons, legendary guitarist George Spratz, and guest facilitator James Tamakloe.
Participants were taken through the journey of Highlife—from its early beginnings along Ghana’s coastal communities, through its transformation into a dominant West African musical movement, to its influence on contemporary African sounds including Afrobeat and modern Ghanaian popular music. The interactive sessions allowed participants to gain practical knowledge about Highlife composition, guitar techniques, rhythmic patterns, instrumentation, and the cultural stories behind the music.
The audience responded enthusiastically, with many European participants and members of the diaspora expressing their desire for more frequent Highlife workshops, concerts, and cultural programmes in France and beyond.
Following the successful Paris launch, the campaign will continue its European tour with a series of concerts and educational programmes designed to take Highlife music to wider audiences. The next stops include Barcelona, Spain on August 2, 2026. The campaign will host its first major open-air Highlife concert at the SeaSea Beach Club, bringing Ghanaian rhythms to one of Europe’s most vibrant cultural destinations.
The team will host the second educational MasterClass of the European tour, continuing the mission of teaching international audiences about the history and artistry of Highlife in Düsseldorf, Germany on August 4. This will be followed by a major live concert at TOR3 Night Club, featuring legendary and contemporary Ghanaian musicians in Düsseldorf, Germany — August 8, 2026
With a carefully curated lineup of legendary performers, emerging talents, cultural educators, and industry professionals, the “HighLife To The World” campaign is positioning Ghana’s musical heritage for greater global recognition. MUSIGA believes the campaign will not only preserve the legacy of Highlife but also inspire a new generation of musicians, create international collaborations, and establish Ghana as a leading destination for cultural tourism.
