AKA’s recent break up with Bonang Matheba was a market strategy

The public breakup he said was a market strategy geared towards generating discussions on him before dropping new music.

Read excerpts of his interview below.

�Originally I had wanted to drop the song on Valentine’s Day. I thought that this would be way too obvious. So I was watching the Grammy’s I think, aroundWednesday/Thursday last week and obviously saw the whole Adele acceptance speech where she mentioned that Lemonade was a huge moment for the culture or whatever. I got the idea that instead of Valentine’s Day, I should do something kind of anti-Valentine’s Day due to the content of the song. I then came up with the idea and developed it from there.” he said

Though Bonang was initially scared of the effects of the plan on her brand, however he convince her play along.

�Yes, she has a big contract with Revlon for instance. Her whole campaign is about �LOVE” so it was a calculated risk. Like I said, I asked her to trust that it would work out and it did. I was never worried on my side because I don’t really care what people think or what they say, because they’ve said everything there is to say already. She loved it. She’s a visionary, just like me. I told her to trust me, and she did.”

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