Atongo Zimba’s Global Appeal and Artistic Identity, The Power of Heritage

Ghanaian musician Atongo Zimba’s recent interview on Big Conversation with 3Music TV delved into the essence of what makes his music stand out internationally—authenticity. In a world where Afrobeats and Hip-hop seem to dominate the African soundscape, Atongo’s traditional style has found its own global audience. The multi-talented musician, known for his use of the banjo and other traditional instruments, spoke passionately about how embracing one’s cultural roots is crucial to surviving in the ever-evolving music industry.

Atongo, who has toured the world with his unique blend of traditional and contemporary sounds, shared that international audiences crave authenticity. “The Europeans want to see your identity,” he explained, highlighting that Western audiences aren’t looking for African musicians to replicate Western sounds, but rather to bring something unique and original. Atongo credits his success abroad to his ability to create music that is rooted in his Ghanaian identity, showcasing sounds that Western audiences have never experienced before. This is the key, he believes, to captivating global listeners.

One of the most striking moments in the interview was when Atongo recounted the emotional reactions of foreign fans to his performances. Some listeners, he said, have been so moved that they’ve approached him after concerts to confess how his music brought them to tears or even made them “wet.” Such intense emotional responses, Atongo pointed out, underscore the spiritual depth of his music. Unlike more commercial genres, his music taps into something primal and deeply rooted in African tradition, creating a bridge between artiste and audience that goes beyond mere entertainment.

Atongo’s reflections also touched on the complex issue of intellectual property in the African music space. His famous hit, HEAVEN THERE IS NO BEER , has been remixed and sampled by artistes from around the world. While flattered by the recognition, Atongo shared his concerns about how the absence of a proper copyright system in Ghana affects local musicians. Fortunately for him, being a British citizen and registered with international music rights organizations like PRS, he is able to track his royalties and ensure his intellectual property is protected. But for many Ghanaian artistes, the lack of proper legal structures means they lose out on the financial rewards of their creative efforts. "If you live in Ghana, without a proper system protecting you, you’ll face these issues," Atongo lamented.

Despite these challenges, Atongo remains optimistic. He’s keen on advising the next generation of musicians to prioritize their publishing and intellectual property rights while embracing digital platforms to distribute their music globally. He emphasized that, with the rise of digital media, there’s less reliance on record labels, giving artistes more control over their careers and income streams. This marks a pivotal shift in how African artistes can operate in the global music industry, providing a way for them to assert ownership over their work.

Atongo Zimba’s career serves as a blueprint for aspiring artistes seeking to blend tradition with modernity while navigating the complex global music landscape. His story is a reminder that staying true to one’s roots can be both a personal triumph and a global success.