Joshua Kojo Ampah and Andrew Kofi Cudjoe, better known as Keche, have stated that the group’s survival above other music groups is due to the respect they have for the brand.
The duo stated that they have viewed the group as a business, and as a result, they do not allow personal disagreements, misunderstandings, or confrontations to interfere with the brand.
In an interview with Sokoohemaa Kukua on Rainbow Radio 87.5FM’s Midmorning show, the two stated that, while they have had personal misunderstandings, they have not damaged the group’s business.
According to the duo, even when they fight and get into loggerheads with each other, they still go out as a group to perform in the name of the brand Keche.
Keche Joshua emphasized that the group’s success in the industry is largely due to the fact that it requires two members to maintain its unity.
“It is strange how we are able to hold. The idea was that we wanted to become the biggest group in Africa, and so we pledged to be united at all times. So Andrew brought an idea for us to project Keche as a company. I supported the idea. So there have been times we have fought and had misunderstandings, but we still went ahead and performed at events.
Joshua and Andrew can fight, but that should not affect the Keche brand. In my head, Andrew can hurt me one day, and I will also do the same to him, but when Keche called, we needed to put aside the fight and respond to the call. There have been times when a woman has caused us to fight, but during that same period, we had to attend to Keche. That is what has kept us together for these several years,” Keche Joshua said.
Keche Andrew emphasized the challenges of sustaining brands, urging musicians to be cautious of letting go easily due to investments and support from media and industry figures.
“Several groups have gone their separate ways and are unable to use their names or own them. These names are still hanging, and should these individuals decide to come together, the group will still have work to do.”
He admitted that there may be challenges and difficulties; however, that should not affect the work being done.
By: Rashid Obodai Provencal/Rainbowradioonline.com/Ghana
