Veteran Ghanaian Hip-life artiste Joe Frazier has announced his return to the music scene after an eight-year hiatus.
According to him, his break from music was a strategic decision to observe the industry and ensure his brand remained strong.
"It's very normal. Sometimes you have to step aside and feel the terrain. And it’s all about your brand. If you have a strong and stable brand, you can be assured that if you take a break, anytime you come back with good music, you’re good to go," he said.
Speaking on the July 15, 2024, edition of United Showbiz, Joe Frazier also noted the importance of having a strong brand, adding that it allows artistes to take breaks without losing their audience.
"The people already know you and are familiar with you. So even if you go on break, there are people still expecting your music and ready to listen whenever you come back," he added.
He reassured his fans that his hiatus was not due to any negative reasons but rather a period of observation and planning.
"When your brand is strong, you can take a break, stand back and observe, do whatever you want and then come back. So my break from music wasn’t anything sinister, I just wanted to observe the terrain and now I'm back for good," Joe Frazier stated.
Big Joe Frazier, real name Andrew Kwadwo Agyen, dominated the airwaves with tracks like ‘African Girl,’ and 'Ye Shia Shia,’ before going on a hiatus in 2016.
Fast-forward to 2024, Big Joe Frazier has made a comeback with his track ‘After Church’ featuring King Paluta.
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