“But I’m not a rapper”
I just rewatched “supa hot fire” on youtube and I have to admit that that was a mistake. I should’ve written my post first because I have now lost my train of thought lol
Okay, let’s tie this post back into marketing. Shall we?
A family member of mine is currently dating a local rapper, and while I don’t consider myself an expert in this industry, strategic marketing can still be applied anywhere. So I decided to do a quick analysis on what could be preventing this artist from gaining more traction and how I can help.
What I learned by doing a quick 15-ish minute analysis on his socials.
The 2 main problems:
Lack of uniqueness.
I hate to be the downer, but like any other business, you have to stand out against the rest. The Bay Area has so many aspiring artist that not having a uniqueness to your personal brand or story, will push you out of the few spotlights over and over again until you find what makes you and your story unique.
Lack of strategy.
I know, I know. They make music for the fun of it, but I know most of them have dreams of making it into a career; something more than just a hobby. And if you can get clear and real about this goal, you can start making better moves to get you there.
My solution:
If there’s one thing I absolutely love about marketing, it’s the strategizing and campaign planning part of it.
Create a campaign based around fitness.
This particular artist is really into fitness. His main artist page directs people to his gym apparel website, his fitness page, and often posts himself in the gym. So why don’t we create a campaign based around that?
Currently, this is what’s going to set him apart from other artists in the area. His passion for the gym and fitness is unique to him, and should be used to promote him and his personal brand.
My campaign plan:
Create a mixtape or EP based around music people would listen to while at the gym. If you’ve ever worked out, or ran, or enjoyed music anytime you’ve been active, you know that certain beats per minute (bpm) of a song can motivate you to work and push harder. In this project, he’d be able to play around with different tempos, and draw inspiration from music he already listens to while at the gym.
Promote this project with your fitness brand and page so that the campaign is cohesive to your personal brand.
Partner with your gym community and have them promote your songs by playing it while they’re working out.
Why this will work:
This focus, this niche, will connect him to a community. His unique community.
By creating a project based around helping and encouraging a community he’s already in, gives him the chance to show up as his authentic self. And people are just naturally drawn to this.
Aside from being able to market himself as an artist, he’ll be able to promote his other passions and side businesses as well. Win, win yeah?
His metrics on music platforms will increase because people will have more reasons to add him into their workout playlists. If his songs are on a playlist, then they’re more likely to be played over and over again. And even though vanity metrics don’t always mirror the quality of the piece, it will catch people’s attention.
I’m not sure if the advice will be taken, but I think with the right strategy, he has the opportunity to be bigger than he is right now.
And with that, I digress.
I hope you’re all doing well, and if you’re in the mood for a giggle, I highly recommend you watch the “supa hot fire” clip on youtube.
🍊 L
