Ghana’s JAMA Viable As Music Genre - Alberto Paanii

Marketing expert and Chief Executive Officer of Brand Surge Marketing Enoch Alberto Paanii has disclosed that Ghana’s unique football fan culture, particularly its traditional jama chants and drumming, could be developed into a marketable music genre.

Speaking via Zoom from Canada, where he is supporting the Black Stars at the 2026 FIFA World Cup, Alberto Paanii said Ghana’s energetic supporter culture has become a major attraction whenever the national team plays abroad.

“Why is jama not a genre of music?” he asked during the interview on The Big Conversation segment on Culture Daily on 3Music TV and Pluzz 89.9 FM.

He described the chants, drumming, and coordinated singing among Ghanaian supporters as a unique cultural expression that could be packaged and promoted internationally, much like highlife and hiplife music.

“Jama should be a genre of music that we can actually sell as a nation out there,” he said.

According to him, the atmosphere surrounding Ghana’s matches extends far beyond the 90 minutes played on the pitch, with music playing a central role in bringing supporters together.

“There’s one language we all speak, and that’s the support, and we do that through the music,” he said.

Alberto Paanii said the Ghanaian fan experience was on full display in Toronto, where supporters gathered for various activities before and after the Black Stars’ match against Panama in the 2026 World Cup opener.

He said local Ghanaian communities in Canada organised events including a boat cruise, food fairs and fan gatherings that created a sense of togetherness among supporters.

The marketing executive also pointed to the growing international popularity of Kakalika, the song by Ghanaian duo DopeNation, saying it has become an unofficial celebration anthem among Ghanaian fans.

According to him, the song was played repeatedly before, during and after Ghana’s match, with supporters embracing it as part of their identity.

“You could see how proud Ghanaians are any time the song is played in the loudspeakers because we say this is our own,” he said.

Alberto Paanii said the popularity of Ghanaian chants and music has also attracted non-Ghanaian supporters.

He recounted seeing Canadians and other nationals joining in the drumming and dancing after the match.

“It’s really been a good experience,” he said.

The marketing expert believes there is an opportunity for stakeholders in both the music and sports industries to explore ways of using Ghana’s supporter culture to promote the country internationally.