Rappers Are Masters At Branding (Part I)
The Art of the Visual ID
Let’s be honest, y’all.
Rap as a genre, and by extension rappers, rarely get their just due. Never mind how complex the writing is on rap songs between their cadences, use of metaphors, and other fancy linguistic things that you learned (and then forgot about) in high school.
I could talk all day about how rap is the best art form on the planet, but that’s another battle for another day.
Today's battle is about branding. And, if you haven't noticed, rappers are some of the best figures at branding in the world.
I'm making a bold claim, sure. But I have tons of evidence.
Follow me, please…
Rappers Understand the Importance of a solid Visual ID
Before ever having access to label resources, a marketing team, or a creative director, most successful rappers seen in culture today were keenly aware of the role a solid image plays in their ascent. It’s something they’ve learned to refine almost innately, and though they don’t use terms that marketers use like “visual ID” it’s a concept they’ve mastered all the same. Take a look at MF DOOM, for instance:
MF DOOM
The late MF DOOM was able to rekindle his career after his original group became defunct. Donning a new name and what would soon become known as the iconic metal mask, DOOM created a distinct image and lore that followed him around for the duration of his career.
**There are even rumors that MF DOOM would send in a body double to perform for him when he didn’t feel like getting on stage! And how could he do that, you ask? It was the mask! Seems outlandish, but fans actually loved him for this.
Kanye West
Kanye is another artist who’s mastered having a solid visual ID, and the way his “look” shifts with his career is something brands can learn from. From the early College Dropout days to the Cruel Summer/Dark Twisted Fantasy days, Kanye understands the importance of having a distinct look that goes with the music that he’s creating, and it continues to morph over time; And though he doesn’t use the college dropout bear anymore it’s become so synonymous with him that people personify the bear and blend it with his visual ID (see below for an example)
1. They Know the Importance of a Great Logo
Most prominent groups or solo artists in hip-hop know at the start of their careers that they need a logo or wordmark which will be synonymous with who they are and what they stand for. Heck, some even opt for creating mascots, hand signs, call and response chants, etc. — all of which serve as identifiers that instantly form an association between the brand and the artist.
One of the most recognizable logos that I’m sure we all know of is Wu-Tang’s (which was designed by Ronald Maurice Bean).
Wherever this logo showed up in culture — whether through movies, clothing, or even NFTs you knew what you were in for. And while the group itself deserves its own case study, Wu (and RZA, specifically) knew that having a good logo was paramount to the group’s success.
As such, anytime Wu-Tang created a new business endeavor, they kept the original Wu logo at the heart of it; and fans were able to connect it back to the group in a way where they donned the merch to show how connected they were to the Wu Lifestyle. It was the right call because even to this day, younger Generations are finding their way to Wu, and it all starts with the logo.
2. Jewelry acts as another Brand Identifier
A rapper I ran across while filming content once told me that he could care less about jewelry and that: he only wears it for the fans; said musician then proceeded to show me his jewelry was fake!
This interaction has stuck with me for years because although it’s hard to admit, the truth is that we don’t want stars to look like regular people. We expect a level of refinement (i.e. flash) that separates them from the masses. It’s a part of their brand promise to be objects of our adoration. Ergo, the jewelry they wear and clothes they buy all function to fulfill this promise of who the rapper is.
Remember: The brand itself(the person in this case) is the promise, and the logo/Visual ID acts as an identifier of the brand (the jewelry/designer clothes help to signal the promise)
Fun Fact: In the early 2000s one of my favorite pieces of ostentatious jewelry included Gucci Mane’s Bart Simpson Chain
**I’ll let you in a on secret too… a lot of rappers wear costume jewelry. They are seriously good at saving money**
And that’s it, folks. This is part I. If you’re interested in staying in the loop on part II and some of my other writing, hit the link below and you’ll be in the know!
Peace.