As artists develop their audience and identity, they open themselves up to the fruitful world of brand collaboration. Brand partnerships is an ideal way for artists to compound their success, as not only does it enhance an artist’s reach, it certifies the authenticity of their personal brand too.
Building a fine-tuned, digestible personal brand is a must for artists who are looking to work with consumer brands. First and foremost, it establishes a foundation of trust. Brands are more likely to partner with artists who are not only clear and consistent in how they present themselves, but also have a relatable story that mirrors the behaviours, values or aspirations of its target audience. Let’s not forget, these collaborations only happen because they are mutually beneficial – with both parties exchanging the equity they’ve amassed through authentic and effective brand building.
The alignment of values and identity between artists and brands can have significant bearing on the legitimacy and impact of the partnership. Cultural fit is another key factor that authenticates an artist-brand collaboration. When an artist’s style and image complement a brand’s culture, there’s more of a chance of partnership having its desired impact from a business standpoint – be it through perception, awareness or sales. For instance, an eco-friendly clothing brand may be more likely to achieve earned media (organic press coverage, social media shares and search traffic etc.) from the partnership and co-sign of a socially conscious artist who has a well-documented sustainable lifestyle, over a flashy, en vogue artist who projects a happy-go-lucky image and has never before voiced any concerns about ethical production.
Leveraging audience engagement is a powerful strategy in collaborations. Cross-promotion, where both the artist and the brand use each other’s platforms to reach wider audiences, is a key benefit of these partnerships. Additionally, co-creating content, such as music videos or social media campaigns, allows both parties to showcase their brands in a way that feels natural yet engaging.
That being said, maintaining creative control is vital. At the very least, an artist’s creative integrity should not be compromised for the sake of a brand collaboration; as they may risk diluting their own brand. Being stringent and protective over their personal brand allows for longevity. Although, today, it has become a running joke amongst advertisers to get Snoop Dogg to endorse any and every brand campaign, the high-ticket jobs that he’s been commissioned to do in recent years are solely a result of the cultural cachet he’s built by keeping a level of consistency and authenticity with his “too cool for school”, laid-back, lovable identity over the course of 3 decades!
A prime example of successful brand partnership is Kanye West and Adidas’ creation of the YEEZY brand in 2015. At the time, Adidas were seeking to regain the cultural flair and relevance that their main competitors, Nike, seemed to have in abundance. Kanye’s brand, as an eccentric, creative-genius, culture-shifting disruptor, made him the ideal partner – with his artistry and image translating seamlessly into the world of fashion and apparel. Conversely, Kanye could reap the benefits of Adidas’ global reach and infrastructure – creating a multibillion-dollar fashion staple.
On a smaller scale, Adidas’ #Merky partnership with UK rapper Stormzy allowed both parties to cultivate a deeper engagement with young, inner-city Brits across a wide spectrum. With Adidas’ backing, Stormzy has been able to create #Merky Clothing Line and set up initiatives such as #Merky FC, the #Merky Foundation and #Merky Books; all of which were designed to socially empower underprivileged, marginalised communities at a grass roots level. Much like the Kanye West collaboration and most other artist-brand relationships, the Adidas x #Merky venture was far from a spur-of-the-moment coincidence. This savvy move came off the back of Stormzy propping himself up as a man of the people – through his music, directly engaging with his audience and using his platform to speak on social issues pertaining to local urban communities. Adidas recognised that Stormzy’s voice held legitimate weight among their target demographic, with whom they were trying to reconnect.
Forging an authentic brand partnership is a highly commendable milestone in an artist’s journey but it’s important to acknowledge that it cannot be achieved without nurturing a strong personal brand. The way in which an artist projects their values, connects with their audience and maintains their creative identity, determines the type of brands that would be willing to collaborate with them. In essence, these partnerships are strategic. So, for any reputable company to invest into an artist’s brand, the personal brand footprint not only needs to be on full display, but it needs to align with the company’s values. To reap the rewards of these collabs, artists have to embrace the process of personal brand building. Steps cannot be skipped.
Written by By Jonathan Nwauzu
Jonathan is a senior strategist who specialises in helping brands, organisations, and individuals forge authentic connections with their audiences through advertising, music, and events. Throughout his career, he has worked with world-renowned brands, contributed to award-winning campaigns, and achieved chart success along with award nominations through his work in music management and consultancy.
