How to stay relevant: the curious case of Gaetano Kagwa

In 2003, Gaetano Juuko Kagwa achieved notoriety in the first edition of Big Brother Africa.

Gaetano Kagwa

Although he finished fourth, he returned to such a hero’s welcome that our president, Yoweri Museveni, had to put on his military fatigues in preparation for what appeared to be the advance party to People Power.

After 19 years, Gaetano has managed to keep his brand relevant as he cuts his teeth as a media personality who everyone counts as a best friend. How has he managed to remain so 'brand new' in a field which forgets celebrities faster than a rabbit makes love?

1. He’s versatile. Whether you’re an artist, entrepreneur, or both, it’s important to groom your game and keep growing creatively as Gaetano has done by creating a changing presence on television, radio and social media.

2. He shows up. Whether as an MC or Radio Presenter, Gaetano brings all his verbal virtuosity to work, weaving in and out of wordplay, as though a single misstep or broken syllable would crush his likability.

3. Re-branding. In Big Brother, he dropped his pants to expose his "little brother." Thereafter, he cleaned up his image. This reconnected him to his largely conservative audience in a way that can’t be denied. The Gaetano of Big Brother is long since dead, thereby giving life to a more upstanding yet still fun love “Gae”.

4. He is relatable. “Gae”, as he is often called, is an everyman. He is that guy who effortlessly connects with people simply because he has no airs about him. This makes him unthreatening and companionable, someone everyone can relate to.

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