He made clear that the image of a brand is what drives the showbiz industry in an interview with Joy News' "Super Morning Show," adding that if a brand does not appeal to younger consumers, they will probably look for other options.
"Those who are younger would incorporate elements of the same genre, but their happiness would be undermined if they were to mention it." According to him, none of the young people want to be referred to be elderly.
The former music producer went on to list artists like Kuami Eugene and Kelvyn Boy, emphasizing that while making highlife songs, they do not see themselves as highlife musicians. Repositioning and revitalizing Highlife's image, in his opinion, will attract newer musicians and fans and ensure its survival in the Ghanaian music landscape.
He gave an example when he claimed, "Amakye Dede's value was dropping when Fred Darko decided to handle him. Fred Darko desired to take control of Amakye Dede, alter his appearance, and modify his attire.On December 24, he gave Amakye Dede a major show, large billboards throughout the city, and some picture. Joy FM featured Amakye Dede for Night with the Stars in the same year.
Shirley Frimpong Manso narrated a narrative about Amakye Dede in Perfect Picture that same year; it was part of her brand positioning for Amakye. Thus, combining these that year and his event at the conference center changed his reputation. All the big boys were there to see Amakye, and former President Kufour was present. In business, positioning is crucial, as seen by the subsequent shift in his worth and price. Therefore, highlife needs to shift.