DJ branding case study analysisfrom @amandasabreah

Transcript

Cannot quote a single lyric from any of them, but you would still buy a ticket to go see them tomorrow if you knew who they were. They all come with loyal followings. So what are you actually loyal to? Welcome back to talent isn't enough where talent gets you in the room, but it is brand that keeps you in demand. Three artists that sit behind the decks, they all do the same thing technically, yet they all fit in three different lanes. First up, we've got Sango, the brand of fusion. Sango's whole magic is his ability to fuse two different sounds from across the world into something that did not exist before. You good gospel and ballet funk, Detroit and Rio De Janeiro, hip hop drums under Portuguese vocals. If you were to walk into any bar in 2015 where the creatives congregated, Rank had us in a choke hold. What's interesting here is Diplo showcased Brazilian funk as is. Sango came through and then made his own version of it, and that version became a sound of a whole collective. The psychology behind this is the brain falls hardest for something new that is already half known. So fusion gives you both at once, familiar enough to trust and new enough to chase. The takeaway here for you is name the two worlds that you belong to that nobody else is combining. That intersection might be a lane with no traffic in it. Then you've got uncle Waffles. I was trying to find the right word for her, but I'm just gonna go the brand of voltage. Piano existed before her, but my girl came through and added a ton of voltage to it. You wanna push through a hard rank? Put on her song Oh, Yeah in the fifth stretch. She turned the whole experience up by 10 x. The dancing, the visuals, the entire event of her. A waffle set is No at maximum intensity. And it was that intensity that became a large part of why Ampiano penetrated the rest of the worse, all the way to the Coachella stage. You gotta remember, energy is contagious. Yes. People remember how you made them feel. But if you come through and you blow the ceiling off of the thing, they're gonna remember that even more. The takeaway here for you is you do not have to invent the category. Pick the one you love or the one that's most advantageous to you rank become the highest intensity expression in it. And lastly, we've got Caitrinata. Caitrinata gives me a little bit of the brand of deja vu. R and B was changing. Hip hop was changing. Keitronada came through and planted his flag in the opposite direction. He made it normal again for R and B to live on the dance floor. And when he started to penetrate the market, his music felt very different and positive compared to the toxic r and b that was also rising at the time. And he did it so well. When you say Keytranada's name, you know what you are better, and a whole generation of artists followed him. The takeaway here for you is when everything shifts away from what it's been the last decade, a lot of times a lane will open up that you can own where you add your own little flare, but you make people remember what the whole last decade or the whole last twenty years has been. Quechranada has become the most reliable source for that feeling. So when the industry chases what's next, ask yourself and your tier, what does the audience miss? A feeling that people think is long gone is often white space. See you on part two.