Gregory Bortey Newman, professionally known as King Promise, a prominent figure in the Ghanaian highlife and Afrobeats music scene, has reaffirmed his dedication to promoting Ghanaian music on the international stage. The recent recipient of the prestigious Artiste of the Year award at the 26th Telecel Ghana Music Awards (TGMAs) views Afrobeats as a deeply personal genre, reflecting the diverse musical landscape of Africa. He emphasizes his commitment to contributing to the genre’s burgeoning global popularity and its continued expansion beyond continental boundaries. King Promise envisions a future where Afrobeats resonates with audiences worldwide, transcending cultural and linguistic barriers.
King Promise’s commitment to globalizing Ghanaian music is evident in his extensive international touring. He proudly recounts being the first African artist to perform in certain regions of Asia, including a sold-out show in Japan. His tours have spanned continents, taking him to Singapore, Bahrain, Dubai, Australia, Europe, and most recently, America. This unwavering pursuit of international recognition for his music, coupled with his distinct Ghanaian identity, underscores his ambition to position Ghanaian music, and Afrobeats more broadly, as a dominant force in the global music industry. His travels serve as a testament to the growing international appeal of Afrobeats and its potential to connect with audiences from diverse backgrounds.
For King Promise, Afrobeats represents more than just a genre; it embodies the essence of African music in its totality. He sees it as an umbrella term encompassing various musical traditions from across the continent, including his own roots in Ghanaian highlife. His definition expands beyond geographical limitations, emphasizing the genre’s capacity to transcend borders and resonate with international listeners. This inclusive perspective underscores the unifying power of music and its ability to bridge cultural divides. He believes the genre’s global reach doesn’t diminish its inherent African identity, but rather amplifies its message and impact.
The artist cites R2Bees, a highly influential Ghanaian hip-hop duo, as a key source of inspiration. He admires their ability to create music that resonates not only with Ghanaians but also with the diaspora, demonstrating the potential of Ghanaian music to connect with a global audience. This inspiration has fueled King Promise’s own ambition to create music that transcends borders and resonates with listeners regardless of their cultural background. R2Bees’ success in reaching both local and international audiences serves as a model for King Promise’s own global aspirations.
King Promise emphasizes the importance of maintaining a strong sense of identity in his music while ensuring its relatability to a wider audience. He believes that even without understanding the specific language of his lyrics, listeners can still connect with the music on a deeper level and recognize its Ghanaian origins. This balance between identity and relatability is crucial to his artistic vision, allowing him to share his unique cultural perspective while creating music that resonates with a global audience. He sees his music as a conduit for cultural exchange, fostering understanding and appreciation for Ghanaian and African music traditions.
In essence, King Promise’s mission is to showcase the richness and vibrancy of Ghanaian and African music to the world. His unwavering dedication to representing his heritage, combined with his inclusive vision of Afrobeats, positions him as a key figure in the global expansion of the genre. His commitment to touring extensively, drawing inspiration from successful predecessors, and maintaining a balance between cultural identity and universal relatability demonstrates a clear strategy for achieving his ambitious goal of bringing Ghanaian music to a worldwide audience. He represents a new generation of African artists who are not only creating captivating music but also actively shaping the narrative of African music on the global stage.
