To Pimp a Marketer: A Few Lessons I've Learned Working in Advertising
Song of the week: Kendrick Lamar: Wesley’s Theory
This might be the best intro to start an album that I’ve heard before. TPAB is the focal point of today’s piece so if you’ve never heard it before, then you’re in for a treat.
Today is the last Friday of Black History Month in 2024.
I was debating whether this weeks piece would be a deep dive or not, but this other idea has been tugging at me all week, so here we are.
One of my favorite albums is Kendrick Lamar’s “To Pimp A Butterfly” — If aliens landed on the planet and I could only give them 5 albums to listen to, this would definitely be one of them.I’m sure U.S. leaders would agree — it’s in the Library of Congress, after all.
That said, the album is so powerful in its message about Blackness, etc. The name is a reference to the famous novel “To Kill a Mockingbird,” and the central theme (to me, at least) is somewhat of a declaration of how America will pimp something beautiful, even a butterfly.
It creates some interesting dialogue about corporate world too.
I’ve been in the ad industry about 6 years now, and I’ve picked up a few life lessons since this album dropped.
So, no deep dive today — these are just a few things I’ve learned, as told some of the best songs on one of my favorite albums.
Hopefully this can help a junior out there who was in a similar space that I was in back in 2017, or someone else getting a fresh start.
Let’s get it…
Track #1: Wesley’s Theory
“Yo, what's up? It's Dre. Remember the first time you came out to the house? You said you wanted a spot like mine. But remember, anybody can get it. The hard part is keepin' it, motherfucker”
Wise words from Dr. Dre to Kendrick.
It’s easy to get “it” — whatever that is for you. Could be a great client, great piece of work, dream job etc.
The harder part is definitely the maintenance that comes with “it.” Long hours and dedication are the usual pre-requisites if you wanna do anything good, let alone great.
As for the central message of this song, though…
We hear K. Dot talking about what he’s gonna do when he gets his first big rap check.
More to the point, the title itself is a reference to Wesley Snipes.
Snipes ended up in tax trouble a few years back, and Uncle Sam pressed him about it. HARD.
You don’t want that.
For my folks out here just getting into this thing we call advertising, or any gig similar — whether freelance of 9 to 5…
Put some of that money away.
Nothing wrong with a lil splurge here and there, but If you can’t buy it 2 or 3 times over without it seriously hurting ya account, then you should really rethink buying it — especially if it’s not essential.
This industry is kinda crazy. The best to time to save for a rainy day is when the sun is out.
And pay ya taxes b.
Track #2: For Free
Watch you politic with people less fortunate, like myself/Every dog has its day, now doggy style shall help/ This d**k ain't free/ Matter of fact, it need interest/ Matter of fact, it's nine inches/ Matter of fact, see our friendship based on business/ Pension, more pension, you're pinchin' my percents
It's been relentless, f*ck forgiveness, f*ck your feelings
Let’s talk about Intellectual Property for a second.
The thing about IP is that somebody somewhere is getting paid from it. Always.
Whether it’s a song, a book, an art piece — whatever. The moment it’s out in the world, it’s generating income.
That’s a stark reality that, as a creative, you should keep in mind.
I’ve met a lot of creative peeps who don’t like to worry about the amount they’re getting paid, or even how, but trust and believe someone is aware. They’ll get their piece (and yours if you left them).
That said, ff you’re hoping to provide for yourself with your creativity, learn about how the compensation works. Learn about the businesses your work for. Know what you’re signing up for.
Lastly you can’t own absolutely everything you do and never expect to have partners or compensate someone.
That said, just a question to ask yourself when you think you’re giving too much in a deal: Would you rather have 100% of a grape, or 30% of a watermelon?
Think about it.
Track #7: Alright
Probably the realest lyrics on the album.
At some point, things might get a lil hectic for ya. Such is life.
The pressure could come in the form a layoff, a bad project at work, a sh*tty boss, and everything in between.
These are all hurdles that, at my best, I try to apply the concept of neutral thinking to. I learned it from Russell Wilson’s late trainer, Trevor Moawad, in his book “It Takes What It Takes.”
Things are gonna get rough at some point. You might take a loss here and there.
But if you wanna be a high performer, or truly bring your vision into the world, you’ve gotta be almost neutral in how you look at whatever “play” just happened.
If you get sacked (pun intended) — get back to line of scrimmage. It was just another down, in a 4 quarter 60 min game.
We gone be alright *Kendrick voice*
Track #11: How Much a Dollar Cost
Walked out the gas station/ A homeless man with a semi-tan complexion/Asked me for ten Rand, stressin' about dry land/ Deep water, powder blue skies that crack open/A piece of crack that he wanted, I knew he was smokin'/He begged and pleaded/Asked me to feed him twice, I didn't believe it
I won’t give away the big reveal of this song, but I’ll just say this…
It’s a constant reminder to give.
If you’ve got the bandwidth to talk to anyone who’s more junior then you or trying to break into the industry or your field give them time.
If you can put someone onto a new opportunity, or even a book, dod it.
Remember to have empathy as you get higher; If you got something to give, then give it.
Remember when the doors wouldn’t open for you.
Remember how much a Dollar Cost. It could cost you everything.
Track #13: Blacker The Berry
You vandalize my perception but can't take style from me/ And this is more than confession/ I mean I might press the button just so you know my discretion/ I'm guardin' my feelings, I know that you feel it/ You sabotage my community, makin' a killin'
The trends that Black people create often go worldwide into a world where people will bite the style while still sharing a deep disdain for us as actual human beings. It’s a crazy when you think about it.
Truly the pimping of a butterfly when add corporate interests to that.
Moreover, strategy director Donovan Triplett had an article in Fast Company that talks about something interesting that many Black people see if they’re in the industry long enough.
It’s the tropes. Black people being placed in odd situations couched in white humor, and cultural references. It ultimately leads to advertising that doesn’t actually connect with Black consumers.
From dancing Black people, to the the madea/grandma figure who holds the family together the tropes are still around, and widely relied upon today. It’s cringy every time you see it.
That said, if you’re able to be in a room & in position to influence work, try your best to keep it as authentic to Black culture as possible. Black culture isn’t monolithic but it 10000% shouldn’t be couched in old racist stereotypes.
Shepherding that kind of work, and those insights can definitely be an uphill battle, but so is getting great work made in general.
To me, being in the ad industry, and reaching new heights is a constant reminder that
This thing is bigger than Nino Brown and the CMB.
Gotta keep working to bring better work into the world that really reflects the lives & experiences of Black consumers, while leaving the door open for more Black talent.
Anyone reading this who has influence with the brands they work on should do the same.
Track #14: You Ain’t Gotta lie
I could spot you a mile away/ I could see your insecurities written all on your face/ So predictable your words, I know what you gonna say/ Who you foolin'?Oh, you assuming you can just come and hang/ With the homies but your level of realness ain't the same/ Circus acts only attract those that entertain/ Small talk, we know that it's all talk/ We live in the Laugh Factory every time they mention your name
This corporate sh*t is a new space for a lot us, but remember… you don’t gotta lie Craig.
Show up as yourself in every room — it’s easier said than done (and transparently something I have to work on), but nonetheless, you gotta do it.
This space comes complete with its own cultural norms, lingo etc. but you don’t have to be THAT.
Don’t try too hard, and remember that they hired YOU for YOU. Bring YOU with YOU everywhere you go.
You’ll win everytime.
Track #16: Mortal Man
When sh*t hit the fan is you still a fan?
If you’re lucky, in your career, you’ll do some cool things, work on some dope projects, and meet some amazing people.
You might even get a lot of accolades for doing so.
That said, try to treat the boos the same as you do the applause.
If sh*t ever did hit the fan, and you get jammed up, 95% of the people cheering would either boo, or straight up disappear.
We’re all just mortals at the end of the day, my g.
Collect the experiences, the checks, even the awards. But remember, that’s not what makes you or breaks you.
EPILOGUE
If I don’t recommend any other album for you to check out this month, or by Kendrick in general, it’s this album.
With that said, give a spin this weekend if you’ve got some time. I’ve had it in rotation at a lot this week.
See y’all next week.