The agency is certain the absence of the unique music sound has been a major drawback to the industry’s global appeal since there’s no unique sound that Ghana is identified with inasmuch as we are deemed pioneers of Highlife.

Speaking at a stakeholders engagement with artistes and artiste managers to gather input from creatives and key players in the creative industry for the promotion of the #playghana initiative recently, Executive Secretary of CAA, Gyankroma Akufo-Addo, said having a unique music sound would be helpful.

“As it stands now, if we say Ghana music, the next question will be what is Ghana music? Everybody is doing everything and so we are supporting everything.

“However, our producers and musicians must be able to come out with a particular sound that is coming from Ghana. For instance, if it is Highlife, let’s do it or Hiplife, let’s stick to that. Whichever one, I think the most important thing is to have a music sound from Ghana that will be internationally recognised,” she said.

In his submission, Deputy Executive Secretary of CAA, Frank Kwabene Owusu mentioned that just as a country such as Jamaica has created and promoted Reggae, Ghana could equally make good global strides with its sound.

“It’s difficult to easily identify a song that is coming from Ghana but that shouldn’t be the case. Our music industry should be at a point where music audience can easily identity Ghana’s sound.

He clarified that the move wasn’t to discourage Ghanaian musicians from doing other music genres but a means to build a strong music identity.

“We should be at a point where when anyone hears music from Ghana, the listener will not ask, ‘which one is that?’” he said.

Mr Owusu also mentioned that the initiative would be viable when some artistes were selected to lead that charge of promoting the sound.

“We can have at least 10 artistes who will be supported to produce the sound and then we can push it from there,” he said.

Among the many objectives of CAA is to grow the creative arts industry nationally and internationally through partnership and assistance.

The PlayGhana initiative was thus announced by CAA in December last year to salvage the declining trend of Ghanaian music on our airwaves. (Read alsoPlayGhana is a patriotic approach, no ill intent –Gyankroma, PlayGhana can’t succeed if artistes keep disrespecting us –DJs,Don’t impose #PlayGhana on Ghanaians -Francis Doku)

It wasn’t well received, generating backlash but according to Gyankroma Akufo -Addo, various dialogue sessions are being held to give players the platform to make meaningful contributions to the initiative.