Highlife to the World: The Black Star Experience 2027 was officially launched in Barcelona on Sunday, 2nd August 2026, marking the start of a global campaign to promote Ghana’s iconic music genre ahead of the country’s 70th anniversary celebrations.

The launch took place at Seasea Club and was led by Ghana’s Ambassador to the Kingdom of Spain, H.E. Kalsoume Sinare Baffoe, and the Executive Secretary of the Creative Arts Agency, Gideon Aryeequaye, in the presence of dignitaries and music legends.

The campaign will feature workshops, masterclasses and major concerts in selected cities across Africa, Asia, Europe and the Americas as part of activities marking Ghana’s 70th anniversary in 2027.

“The Creative Arts Agency sees this partnership as the best platform to put talented Ghanaian creatives on international platforms, with the key goal of promoting and preserving Highlife for future generations,” said Gideon Aryeequaye, Executive Secretary of the Creative Arts Agency.

Presidential Aide and Coordinator of the Black Star Experience Rex Omar, H.E. Meredith Naakai Lamptey, Ghana’s Permanent Delegate to UNESCO in Paris, and H.E. Kalsoume Sinare Baffoe also pledged their support to ensure Highlife receives greater global recognition as Ghana prepares to celebrate its 70th anniversary.

The launch featured performances by Jupitar, Bessa Simons, Obrafour, Stonebwoy and the Lucky Star Band, with opening sets by DJ Logs, DJ Demo, DJ King Solo and Nigerian guest DJ Enny.

“We are so excited to support a brand as big as the one that birthed Afrobeat. We hope to host H2TW every year for our audience,” said Lara Torres, Events Lead at Seasea Club.

H2TW is organised by Showbiz Africa, the Musicians Union of Ghana, the Black Star Experience, Benayacon and the Ghana Embassy in Madrid, in collaboration with the Ministry of Tourism, Culture and Creative Arts, the Ministry of Foreign Affairs, the Creative Arts Agency, the Ghana Tourism Authority and the National Folklore Board.

The full roadmap for H2TW 2027 will be unveiled at the maiden Highlife Festival, which will be hosted later this year at Laboma Beach Resort in Accra.

The Black Star Experience is Ghana’s flagship culture, arts and tourism initiative, aimed at promoting the country’s creative industries and cultural heritage on the global stage.