Cultural Identity and Aesthetics Communication in the Music Video of Enam's "Amin".

Abstract:

This study examines how cultural identity and artistic vision are expressed in the music video or videos for Ghanaian Afro-spiritual musician Enam's 2025 single "Amin." It explores how Enam draws on indigenous Ghanaian spiritual traditions, Ewe choral aesthetics, sacred landscape, body adornment, and ritual performance to create a uniquely African cultural identity within contemporary popular music. It does so by drawing on Stuart Hall's theory of cultural identity, Molefi Asante's Afrocentric paradigm, and the semiotics of visual culture. According to the interpretation, "Amin" reclaims indigenous cosmologies as valid aesthetic and epistemic frameworks while simultaneously serving as a visual ritual, an auditory prayer, and a postcolonial counternarrative. According to the publication, Enam's work represents an emerging tradition of Afro-spiritual creativity in West African popular music that emphasises African indigenous knowledge as the foundation for artistic production and opposes prevailing global aesthetics.