Member of the award-winning music duo Keche, Joshua, has revealed that the group made a conscious decision early in their career to treat Keche as a business brand, not just a music partnership.
Speaking in an interview on Joy Prime on December 12, 2025, Joshua explained that the move was inspired by the collapse of several promising music groups they came up with in the industry.
According to him, many of those groups had hit songs, strong chemistry, and electrifying stage presence, but eventually fell apart due to internal misunderstandings and personal conflicts.
“There are other music groups that we started with, but they’re no longer working together. They were solid groups and were doing so well until they fell out,” he said.
Joshua noted that Keche deliberately separated emotions from business, agreeing to see the group as a long-term brand rather than a friendship that could easily be broken by differences.
“The group thing became the highlight. Their energy on stage was crazy, they had hit songs, but all of a sudden, we don’t know what happened,” he added.
Keche’s approach, he believes, is the reason the duo has remained relevant and united over the years in Ghana’s competitive music industry.
Source:Lovinghananews.com
