Branding is a sense of identity given to an individual, product or organization which distinguishes them from others in a similar operating category.
It is for this reason that Ghanaian Dancehall artiste Epixode has adopted a facial renovation since the beginning of the year 2018.
Taking a close look at the “Kutu” crooner, there’s an indication that he has resorted to face paintings – a brand with dotted patterns and lines distinct from what he used to look like whenever he made public appearance.
Epixode who is obviously known for his well kempt braids credited his new look to Nigerian multi-instrumentalist, musician and pioneer of the Afrobeat music genre, Fela Kuti.
The Nigerian superstar is known for complimenting his looks by daubing white powder on his face before stage performances, a brand Epixode says he decided to adopt as diversity to his music identity as a dancehall artiste.
Narrating why he decided to change his looks, Epixode in an interview with www.ghanaweb.com indicated that he has gotten to a point in his career where he wants to step up his career from a local level to the International market.
“What really brought about this brand is, we all started this musical thing based on the fact that we are following our passion. Now it has moved from the normal Epixode at home to a worldwide brand now so we need to be really defined,” he noted.
He observed that, difference cannot be placed on Ghanaian and Jamaican artistes of the Dancehall genre by the international market and as such they are all regarded as entertainers from the same country.
It is established that Jamaica is the home of Dancehall music thus Ghana’s representation is missing internationally despite the remarkable strides some artistes are making in that genre, according to Epixode.
He disclosed that, last year during his performance in Zimbabwe, he had a hard time putting himself out there as a Ghanaian in the midst of his Jamaican counterparts which left him “walking in the shadows of the Jamaicans”.
“Last year in Zimbabwe when I was playing the African International Carnival, they couldn’t tell the difference between the Ghanaian dancehall artiste and the Jamaican’s because we were all doing the same thing, so I was actually walking in the shadows of the Jamaicans and I decided to add something different to my brand,” he said.
On the back of this, he said he had to compromise on other elements that could distinguish him from the rest.
He added, “I made sure any appearance I made was in African print and then I added the painting to it which is just to define where I’m coming from, to tell the people that I might be a dancehall artiste who is not a Jamaican, so this defines me.”
A quick check by www.ghanaweb.com on the Instagram account of Expisode (@epixodemusic) reveals that the artiste has deleted all of his old pictures from the photo sharing app.
He posted new ones beginning January 15, 2018 to officially unveil his new look. In the said post Expisode was seeking the opinions of his fans as to whether they loved his looks or otherwise. The response however seemed positive which meant an endorsement from the public and accpetance on his part.
Episode has to his credit two albums, mixtapes and collaborations with some international artistes. His latest song “Single” is currently enjoying massive airplays on radio stations across the country.
He has also released a 21 track album featuring three genres including Reggae, Dancehall and Afrobeat. The nature of the album made him name it as 3nity.
