Keeping my name and identity private if I were to start a business?

Let's say I want to start a business (like from a mobile app). In the event that it becomes popular, I would like to still be "anonymous" and be able to live a normal life. (Think of how certain mobile game developers are a bit low-key).

How would I be able to do this?

How much should I use my normal name in the registration of the Hosting services and APIs for the app?

What about with media and press …

business identity name privacy start