BEN KARIUKI aka Ben Cyco is a Groove award-winning artiste, digital content creator and digital marketer. The former member of gospel music group Christ Cycoz not only ticks with his music, but his fashion sense, too. He chats with MANUEL NTOYAI What is style to you? Style is how you choose to present or express yourself to the world by how you dress. For me, I choose to be simple, but still stylish. How has fashion influenced your work as an artiste? It helps me connect better with my target audience. I make sure it shows that there\u2019s not much difference between them and myself, apart from our beliefs in the event that they are not Christians. As an artiste, what is your most valued fashion advice? Rock your style and rock it well. You don\u2019t have to dress like everyone else. Be you. Many artistes are known for impulse buying just to create an impressive collection. Are you a victim? Ha-ha-ha\u2026 Yes! I do that sometimes, but I have been attending a financial planning class at Centonomy to learn how to control the habit. But I feel like that class is not enough; I need rehabilitation! We all have our guilty pleasures. What are your fashion obsessions? I am a shoes and cologne man. I have many shoes and four bottles of designer colognes. Smelling nice is one of my grand fashion rules. It doesn\u2019t matter if you are well dressed or not; a nice smell changes everything. What\u2019s the most obnoxious fashion advice you\u2019ve ever received? That to dress well you ought to be well off. On the contrary, you can look extremely good on a tight budget How did you end up on Sondeka Part 3? Naiboi hit me up sometime back asking if I\u2019d be interested in being part of the song\u2019s remix. The verse was ready in an hour\u2019s time after that call. I am really grateful to Naiboi for the opportunity. How has it been juggling music and your other hustle as a vlogger? It was confusing at first. It was especially hard in the streets to tell if someone was showing love because I\u2019m a YouTuber or a musician. Some people told me that YouTubing would kill my musical brand, but I realised later on that both complemented each other. What lessons have you learned as a solo artiste? If you believe in an idea, go for it. Stop selling yourself short and stop fearing your own potential; go all out and grab it. How do you deal with online criticism? I totally ignore it. I live on my terms, not anyone else\u2019s. I want freedom and not pressure to conform to everything coming my way. One fashion item you feel you are attached to? My sunglasses. I feel incomplete when I don\u2019t have them on.