Music branding for a rapper is a powerful marketing tool for creative artists doing hip-hop music. It’s the reflection of their overall message, identity, personality, style, values, beliefs, ambitions, and music. In other words, branding is everything that helps people identify and experience your unique brand.
A rapper should always try and build around the vision he started with. This comes across in how they are in music videos, too.
Trying to create serious discussion and awareness for a certain kind of topic? Then make sure the videos reflect that. If you’re shining a light on corruption, keep the mood serious and the tone dark.
You have to make sure that you are representing the image you want to portray in your videos. Take the time to actually learn about PR and marketing, as it’s a major part of your video portrayal.
You have to be able to be a major ambassador for this brand that you are building, and this means showing loyalty at all times.
One example of a Ugandan rapper who I feel has a really clear why is GNL Zamba. His brand is all about empowering those struggling, celebrating difference and personal liberation. He expresses that why through his songs and lyrics, but also through his performative outfits that can cause controversy to many who are ignorant about his choices and later defends those choices intellectually without offending anyone, also his willingness to redefine himself constantly, and his support for causes built around individual empowerment. His brand is tied together by his way.
To be a successful independent rapper you need to be ready to be your own biggest voice. A strong approach to publicizing yourself is going to make a major difference, and this should be a part of your video portrayals.
Think back to your statement of intent when you first began rapping – in what abstract way does each video, performance or appearance on a tv interview or show help you accomplish that statement?
Don’t let your videos, performances or interviews sell mixed messages for money. It might make you rich today but it will weaken your brand tomorrow.
Examples:
If I wanted my audience to look at me as a hustler, I’d figure out what my audience currently looks at as hustling. Then slowly start doing that publicly.
Let’s assume hustling to my audience means: “always working”.
I’d think about how I could always look like I’m working. Hmm….
I could post status updates on social media when I’m in the studio/tour/meetings/etc..
I could upload videos of studio/tour/meetings/etc..
I could post photos of studio/tour/meetings/etc..
I could blog updates about studio/tour/meetings/etc..
Get my point? When shaping your brand, it’s not enough to just do these things. You need to consistently show your audience these things. The more you genuinely show this, the more their perception of you will become what you’d like it to.
