Highlife musician Samuel Owusu says Ghanaian music lovers appreciate songs more when they know the artistes behind them.

Speaking on PrimeTime with George Quaye, Owusu discussed challenges in Ghana’s music industry, particularly for songwriters who work behind the scenes without public recognition.

He argued that such an approach does not work well in Ghana, since audiences want a direct connection 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, feel the connection. That’s what builds loyalty and longevity,” he remarked.

Owusu explained that while ghostwriting may thrive in other markets, Ghana’s industry is built on visibility and the artiste’s ability to engage with fans.

Drawing from his own experiences as a highlife icon, he stressed that storytelling and public presence have been crucial to his success. He added that raw talent alone is not enough, as personal branding and visibility are vital for building a lasting career in Ghana’s unique music landscape.

Samuel Owusu is known for hit songs such as Verandah, Se Nea Ebedie Nie, Maame Abre Me Ho and Abusua Kyiri Ka.