Ghanaian music can go global without copying foreign sounds – King Promise

Ghanaian Afrobeats and Highlife singer-songwriter King Promise says his ambition is to take Ghanaian music to the global stage without losing the sound and identity that distinguish local artistes from their international counterparts.

The Terminator hitmaker said he had previously experimented with music heavily influenced by foreign sounds but eventually realised that Ghanaian artistes should build on their unique strengths rather than imitate what already exists elsewhere.

Speaking on Joy FM’s Drive Time with Lexis Bill on Tuesday, October 27, he said his focus had always been on achieving global success while maintaining a strong connection with Ghanaian audiences.

“I'd rather them not influencing me so much, rather me influencing the world so much,” he said, referring to the influence of international music on his creative direction.

King Promise admitted that there was a period when he was making music driven largely by foreign influences, but he chose not to release those experimental songs.

“I was making music that was mainly driven by a lot of foreign influence down home, but that was when I was experimenting. I didn't drop them,” he explained.

He said he subsequently recognised that Ghanaian musicians possessed distinctive musical qualities that could appeal to international audiences.

“What they lack in the rest of the world is what we have here. So why would you trade what you have here for what they have?” he asked.

According to him, international success should not require Ghanaian artistes to abandon their musical identity in an attempt to appeal to foreign markets.

He cited the global popularity of Spanish-language hit Despacito as an example of how music can cross borders without abandoning its original identity.

“If Despacito could be a big record in Ghana, why can't "Mene medofa ahye dam mu" be big in Spain? Or why can't "Terminator" be played in Singapore?” he said.

The singer added that his belief in his music and its potential audience had remained central to his career.

“It's going to work. It has to work. If it doesn't go this way, we keep going until it goes,” he said.

King Promise also discussed the challenge of balancing the tastes of audiences in Ghana with those of listeners abroad. He said he had spent years trying to find a sound that could connect with both markets.

He cited songs including Perfect Combi, Paris and Terminator as examples of his efforts to create music with appeal at home and internationally. He also referenced earlier releases such as Tokyo.

The singer said he had drawn inspiration from R2Bees, whom he admired while he was in school because of their ability to achieve success both in Ghana and among audiences in the diaspora.

He also acknowledged the influence of Nigerian artistes Mr Eazi, Wizkid and Davido, saying their achievements had reinforced his belief that Ghanaian musicians could compete globally.

King Promise, who won the Artiste of the Year award, said his international ambitions extended beyond music releases to collaborations and partnerships, including his work with Chelsea Football Club.

He maintained that the goal was to help Ghanaian music reach wider audiences while retaining the qualities that make it distinctive.