Granting interviews as an artiste or actor is considered as an important part of a brand but if you are a keen follower of rap artiste, Edem, you would realise that he wasnt active in the media space last year.

The 30-year-old rapper who is known in real life as Denning Edem Hotor has a reason why he granted only 4 TV interviews last year.

According to the "Gbevu" hitmaker, his less appearance in the news was a new brand strategy he was testing to see if it would work.

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"I would say 2016 was 'off the media' but very productive for me as an artiste. I did 4 TV interviews the whole of 2016...and still tested my brand and we were visible and relevant. So I think it was productive for us," Edem told Pulse TV.

He added: "We wanted to take a back seat to record the new album which is coming out this year. We needed time to also watch and learn from the mainstream artistes dominating in the media space."

Watch the full interview above.