Music streaming, social media, and the internet at large have made it easier today than ever for someone to go from obscurity to superstardom in less than a year. In recent memory, Lil Nas X, Tekashi 6ix9ine, and Megan Thee Stallion and many other rappers have done just that. In the early days of recorded music, having a record deal was a necessity to make any living off of music. The entire music creation process was very expensive and required big studios and lots of people. Today, all it takes to make the number one song in the country (as proven by songs like Lil Nas X’s Old Town Road) is a laptop.
In one sense it is easier than ever to become a famous singer or rapper. On the other hand, now more people than ever are trying to do just that. There is so much competition out there polluting the world with their half-assed music. Then there are all the other people out there actually making good music. The bottom line is that it is not enough anymore to simply make good music. Fans want to connect with artists past their music. Social media gives us a window into the personal lives of our favorite celebrities. Fans love this and want to feel like their favorite musical act is their best friend.
Consequently, to stand out amongst the competition and become a famous rapper on social media, you have to be unique. A few years ago, all that meant was looking crazy in someway. In the early days of hip-hop that meant having the biggest, flashiest gold chain and making bold fashion statements. Tekashi 6ix9ine jumped the shark on this one in 2017 when he debuted himself to the world with rainbow hair, the number 69 tattooed everywhere on his body, and some equally tasteless face-tats. Post-Tekashi, artists now need to look past their visual appearance to find ways to stand out amongst the crowd.
Oliver Tree is an artist who has found his lane and identity on social media. Upon Googling the mysterious Tree, you’ll notice that he too looks pretty crazy. He sports a bowl cut, tiny red sunglasses, and jackets exclusively from 1980s ski shops. However, dive deeper and you will quickly realize his outfits are only one small part of an entire world he has created. Everything from his music videos, tour stage-designs, instagram feed, and album art all feel cohesive and almost otherworldly. They are distinctly Oliver Tree. Why Tree is such a great PR case study is because he has taken the idea of being a living meme to the extreme. He has created an entire meme world that he is the star of. And the best part is, his music is really good. Usually the artists who can successfully brand themselves as super unique don’t have the best music. It is rare for artists to be able to pull of both. That is why I respect Oliver Tree so much and think that any aspiring musical artist should too.
Are you a rapper, singer, or musician? How do you brand and market yourself? Let me know in the comment section below!
The Water Drop 