By: Evans Adu-Gyamfi
I went to Glorified ’26 as a worshipper, but somewhere between the registration desk, the washrooms, the security post and the main auditorium, my brand analyst lenses took over.
Sometimes, the strongest brands are not the ones that shout the loudest. They are the ones that quietly and consistently tell you who they are.
That was one of my reflections after attending Glorified ’26, the fourth edition of the annual worship concert hosted by Ghanaian gospel minister, Perez Musik, on Sunday August 30, 2026 at the Victory Bible Church HQ, Awoshie Baah Yard.
Held under the theme “His Grace and Mercy,” the concert brought together over 2,000 worshippers for an evening of music, worship and Christian fellowship. But beyond the worship, Glorified offered something else worth examining: a fascinating study in brand building, cultural identity and heritage.
The Brand Perez Musik
Perez Musik appears to be building a brand that is not afraid to be contemporary while remaining deeply rooted in his Ga heritage. And Glorified is becoming an important expression of that brand.
The Perez Musik brand becomes even more interesting when one considers his musical journey.
Some of his popular songs include “Hewale Lala” (Song of Strength), “Blema Tesaa” (Rock of Ages), and “Fawohodie.” These songs have helped establish his identity within Ghana’s contemporary gospel space.
But there is another important element to the brand. Language.
Perez Musik has consistently demonstrated that contemporary gospel music does not have to mean abandoning indigenous identity. He can be modern and Ga.
He can appeal to the youth and remain connected to his roots.
He can operate within contemporary Christian music while allowing the Ga language to occupy a central place in his expression.
That is what caught my attention when I looked closely at the main Glorified ’26 poster.
A Tagoe sandwiched between a Nortey and a Mettle.
Jeffrey Nortey on one side.
Joe Mettle on the other.
And Perez Musik in the middle.
Chew on that. Ga meat.
Because that positioning says something.
Perez Musik is increasingly becoming associated not only with gospel music, but with a distinctive expression of gospel music that is connected to Ga identity.
When Influence Met Faith
The VIP presence at Glorified ’26 was significant.
Among the specially invited guests was Mrs. Doris Kwekwor Adjei, Managing Director of Zoomlion Ghana Limited, whose enthusiasm during the evening was evident, particularly during the Ga worship segment led by Minister Joe Mettle.
Also present was Mr. Ivan Quashigah, whose support for Perez Musik represents another important dimension of the story. Knowing the journey of Perez Musik makes it easier to appreciate why people like Quashigah have invested in his journey.
We pray for more Ivans in the lives of many young Frank Tagoes. Sometimes, destiny needs not only talent but people who recognise that talent early enough and make room for it to flourish.
Godwin Namboh, media personality and co-host of The Afternoon Show on TV3, was another specially invited guest.
Actually, if I recall correctly, he was among the first VIPs introduced by the Master of Ceremonies, SOG Precious.
What’s the point? The presence of such personalities reinforced the growing reach of Glorified beyond the traditional gospel music audience.
But perhaps the most culturally significant VIP representation was that of His Royal Majesty King Tackie Teiko Tsuru II, the Ga Mantse who was represented by a four-member delegation comprising three elegant Manyes and Nii Abossey Okai III.
The presence of Nii Abossey Okai III deserves particular attention. He is the traditional Chief of Abossey Okai, a vibrant commercial community in Accra. So yes! Abossey Okai is more than Ghana’s famous spare-parts hub. It is a community within the Ga Traditional Area, with a traditional identity and leadership of its own.
Seeing the Ga Mantse represented at a major gospel event hosted by a Ga artiste was more than a ceremonial gesture. It was a beautiful intersection of faith, culture and identity.
Then came Joe Mettle!
Minister Joe Mettle. Before leading worship, he acknowledged that this was Perez Musik’s show and made a deliberate decision to flow in Ga.
“I don’t get to do this often,” he told the congregation, reassuring those who did not understand Ga that he would get to them soon.
And then he sang:
“Yehowa ji, mila.”
The response was beautiful.
Traditional leaders were on their feet. Worshippers responded. The atmosphere shifted.
For a moment, language became more than a communication tool.
And this, for me, was one of the strongest brand moments of Glorified ’26.
Perez Musik has not simply used Ga as a language in his music. He is helping demonstrate that indigenous language can occupy a contemporary platform without losing its dignity or relevance. In an age when many young people are searching for authentic identities, that is powerful.
Why Jeffrey Nortey?
Before the event, one question followed his inclusion in the programme: Why Jeffrey Nortey?
Known largely for his comedy skits and 3 Faces, Nortey appeared at Glorified in a completely different role.
I dare say we saw his fourth face by his use of the shekere before he mounted the stage.
When he did, his BK (Bible knowledge) was evidently not just memorized.
His delivery was engaging. Not just spewing bars.
He was not merely performing.
He obviously was drowned in the worship experience.
By the time he finished, the question of why Perez Musik had chosen him had largely answered itself.
The Experience Behind the Brand
Strong event brands are not built only from what happens on stage.
They are built from the entire experience.
At Glorified ’26, registration, security, guest management and other operational details contributed to the overall experience.
Even the attention to the washrooms was noticeable. A janitor was stationed there, ensuring that the facilities remained clean throughout the event.
Security personnel were also visible at different entry and exit points.
These may appear to be mundane details, but they matter.
In event management, the audience experiences the brand long before the first artiste steps onto the stage.
A clean washroom communicates care.
Efficient registration communicates organisation.
Visible security communicates confidence.
A programme that begins close to its scheduled time communicates respect for the audience.
Every touchpoint contributes to the brand.
It hurts I didn’t get to see the backstage. But how could I when my four-year-old Austin was the-master on-duty that evening? “Daddy, see the policeman. Let’s go and salute him”. Can you imagine!
Family is Everything
There was also a beautiful family dimension to the evening.
The MC acknowledged Perez Musik’s wife, while Zhikay, the renowned Christian events blogger highlighted on Facebook a memorable moment when Perez appeared on stage with his two sons.
It was a simple but powerful picture. Family is everything.
And for a Christian artiste, allowing the audience to see the person behind the music adds another layer to the brand story.
The Heritage Advantage
As someone interested in brands, communication and heritage, Glorified ’26 left me thinking about a fundamental question: What happens when an artiste stops treating heritage as something to preserve and starts treating it as something to build with?
Perez Musik appears to be answering that question in his own way.
He is not running away from his heritage to become contemporary.
He is taking his heritage with him.
And that may be his greatest brand asset.
In a crowded gospel music industry, authenticity matters. Distinctiveness matters. Story matters.
Perez Musik has a story.
He has a sound.
He has a language.
He has a community.
And increasingly, he has an event that brings all these elements together.
I left Glorified ’26 thinking about the words of the Apostle Paul in 2 Timothy 4:17:
“The Lord stood by me, and strengthened me…” Perhaps that is also part of the Perez Musik story.
It was an experience where faith, music, family and Ga heritage came together—and Jesus was, indeed, Glorified.
About the Writer
Evans Adu-Gyamfi is a communications and brand professional with a keen interest in the intersection of brands, communication and heritage. +233246480040