Rappers Are Masters at Branding (Part II)

Rapper Turnt House of Brands

Following up on part I, I wanted to outline other concepts in branding that a lot of rappers incorporate into their artistry.

The visual ID is the foundation that allows them to monetize their popularity and carry it over to different arenas like film and alcohol. These moves help rappers build business empires where they execute on this concept almost flawlessly: House of Brands.

Interesting, right?

Whenever a rapper achieves stardom, they are keenly aware of the opportunities in front of them. They know that the last decade of hard work it took to make it into the spotlight gives them a window of opportunity that could only last for 2-3 years before they’re eventually forgotten about or potentially vilified for their success.

With that in mind, rappers are usually well-prepared in terms of how they will use their image to create other opportunities for themselves; that leads them to form what most marketers know as a “House of Brands.”It more or less functions as their retirement plan.

Rappers Who Have Mastered The “House of Brands” Concept

In an earlier post about 50 Cent (who is by far one of the greatest marketer that hiphop has ever seen) I talked about how he’ structured the Power series on Starz as a branded house.

While branded houses by definition have a parent brand and sub-brands that latter up the main, 50 cent’s career as a whole is structured much like a house of brands. Take a look below to see how it’s structured (and don’t steal my graphics y’all):

The House of “50”

Notice that unlike a branded house where these would function as sub-brands that are somewhat connected, 50 cent is the house for a group of brands that share no connection other than being owned by 50 cent.

Another artist who has mastered this concept is Master P. P deserves his own case study but for now let’s examine his house of brands. P himself serves as the brand but the house of “P” includes No Limit, Uncle P, Moneyatti, etc. (and again, don’t steal my graphics y’all)

The House of “P”

By no means is this way of thinking an accident. Artists have been employing branding principles to their benefit time and time again. Some independently, which is even more fascinating.

People tend to laugh at the rappers who innovate by introducing venture after venture in alcohol, gaming, clothing, etc. and while all of the products aren’t good (some are pretty bad, honestly) I think it serves as proof that they understand what’s going to keep them relevant in this era isn’t music.

The rate at which people consume is forever getting faster and rappers have figured out that the way to extend their influence is by starting new businesses; each of which is independent of from one another; the only common denominator being that they are the owner of each venture. Rappers in act 1 of their career, and Houses of Brands in act 2.

The world could stand to learn a thing or two from how hiphop artists brand themselves. And trust, there’s more on the way (from me, at least) on this subject.

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Peace.