It appears that Keith Richards used to hate being called Keith Richards, as it didn't live up to his expectations:
"It made me sick – my name's Keith Richards," he said. "It hardly makes it against Howlin' Wolf or Muddy Waters, does it?
Presumably Keith knows that Mr. Wolf and Mr. Waters weren't actually known by those names to their mums, right? Surely Keith didn't sit about cursing his luck that he was born to the Richards family rather than the Fox clan?
It seems, yes, as he did try to rebrand himself:
On my first guitar I had Boy Blue written – just pathetic. But that was as good as I got at the time.
Ah yes. Looking to channel the great Mississippi bluesmen, Keith Richards tried to get himself passed off as a gay jazz mag.
Still, it would have all made for a wonderful Aviva advert - a shot of Keith being cheered back when he had internal organs, with modern Keith digitally inserted: "Would any of this happened if I'd been called Keith Richards... oh, actually, it did, didn't it? Bugger."