Kanye West is worth $2 billion
And his ability to grab attention makes him one of the biggest personal brands in modern history.
Read this thread and you’ll get 9 personal branding secrets that turned him into a billion dollar success:
1. Polarization generates conversation
Kanye knows how to get people talking. And for better or worse he manages to generate free publicity better than most
2. Free publicity as a way to promote new projects
Many people remember this viral clip from Sway in the Morning
But few realize this interview put the world on notice that Kanye was officially stepping into fashion with his clothing company Yeezy
3. Building in public
For decades Kanye has been in front of a camera; documenting his life before ever becoming successful
His library of content is so massive that its demand increases as his brand grows
This netted him $30 million for his docuseries ‘jeen-yuhs’
4. Scarcity marketing
His fashion brand Yeezy is a billion dollar empire
The real reason is because of 3 things:
• Limited release drops
• Immediate sell outs
• Resale price hikes
5. The Big Event
Kanye is always crafting a new experience for his fans making his art extremely immersive and at times unavoidable
6. Music as a content arm
Kanye has been using his music to showcase his other talents for years
From stage designs to album covers music has been the driving force behind all of his largest ventures
7. Influencer marketing at scale
Kanye isn’t silly — he makes sure artists are always wearing his gear
That way you’ll still buy it even if you’re not his fan
8. Cross pollination to maximize attention
During NBA All Star Weekend in 2020 Kanye took the road to hand out free Yeezys in Sherp ATVs
highsnobiety.com/p/adidas-yeezy-sneaker-giveaway-chicago/
9. The Bandwagon Effect
People flock to big brands and celebs — and Ye is constantly tapping big names to co-sign his brand
10. User experience
Now Kanye is putting the creative process in the hands of the listener
Allowing fans to chop up and recreate their own melodies
TL;DR:
1. Be polarizing
2. Free publicity = free promo
3. Build in public
4. Scarcity marketing
5. The Big Event
6. Music: content arm
7. Influencer marketing
8. Cross pollinate
9. Bandwagon effect
10. User experience
That’s all for now! If you enjoyed this thread follow me @respectmywrites for more on writing, storytelling, and branding.
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