M.anifest Critiques 'Afro' Branding as Industry Voices Debate the Future of Ghanaian Genres and Highlife

Award-winning Ghanaian rapper M.anifest has sparked a significant conversation about the identity and categorization of African music, questioning the industry’s heavy reliance on the "Afro" prefix for naming new genres. Speaking on the African Imaginary Podcast, the artist argued that while labeling is often necessary for global marketing and visibility, the creative potential of the continent should not be boxed into a singular naming convention. This critique comes at a time when the Ghanaian music industry is re-evaluating its roots, with other practitioners predicting a global resurgence for traditional forms like Highlife.

M.anifest pointed to a perceived lack of innovation in how African artists name their musical creations, stating that "every genre we create doesn’t have to be ‘Afro’ something." He provided historical context for the trend, acknowledging pioneers such as Guy Warren (also known as Kofi Ghanaba), who coined the term "Afro-Jazz," and noting how the term "Afrobeats" was later popularized by figures like DJ Abrantee. While acknowledging the success of labels like Afro-pop and Afrofusion, M.anifest emphasized that contemporary artists should feel empowered to explore new forms and titles that reflect their unique artistic identities without being confined to a prefix that has become a catch-all for the continent’s diverse output.

This call for authentic naming and innovation aligns with broader discussions regarding the trajectory of Highlife, Ghana’s foundational popular music genre. Industry figures such as Senyocue have recently highlighted Highlife’s inherent adaptability, tracing its journey from 19th-century traditional influences and brass bands to the "Burger Highlife" of the 1990s and its later fusion with Hip-Hop to create Hiplife. Senyocue predicts that Highlife is poised to dominate the global music scene over the next two decades, provided that new generations of musicians continue to experiment and blend the genre with modern influences seamlessly.

Ultimately, the debate highlights a critical juncture for Ghanaian and African music as it competes on the world stage. Whether through M.anifest’s push for more creative nomenclature or the continued evolution of Highlife as a living language, the consensus among industry leaders is that the future lies in remaining culturally grounded while embracing experimentation. As the industry moves forward, the balance between using "Afro" as a powerful global brand and maintaining the specific heritage of individual genres will remain central to the continent's artistic narrative.