Recently we’ve been seeing a lot of collabs between brands and artists.
I don’t mean bullshit influencer social content, but proper collaboration in terms of product creation … albeit that it often ends up being just ‘logo swapping’.
Of course that is still marketing, but it’s a bit more effort than a celebrity just fronting a TV or print campaign.
Or is it?
You see, while the people at the brand all think they’re going to become cool and rich by associating with someone influential with millions of fans, the reality is somewhat difference.
Maybe once upon a time that was always the case … and when it’s done right it can absolutely still be the case … but for a lot of the bullshit collabs we’re seeing being pimped out by certain brands [you all know the ones, especially the tech bros desperately trying to look like they’re part of youth culture even though all they are is a fucking ‘productivity tool”], they don’t understand the artist and their fans have a very different view of the ‘partnership’.
To them, the association is not an act of endorsement.
Nor does it make the brand partner cool.
And it absolutely won’t define their loyalty.
The reality is the association is nothing more than a ‘get rich quick’ scheme for the artist and their fans love them for it.
Unlike previous generations, they don’t see it as an act of selling out.
In fact it couldn’t be more opposite because they see it as an act of awesome.
Taking millions off a brand for a moment in their day.
Something that will be forgotten as soon as it’s done.
A novelty for the fans to buy but not to keep buying.
Basically, playing the corporations at their own game but they end up the real winner.
That’s success right there.
Not that most brands understand that.
Most of them still think they’re playing the artist. That money means they can get whatever they want out of them. Why wouldn’t they, brands have been using, abusing and stealing from artists for decades.
But it’s very different now.
Years ago, I was working with a very famous brand who did a collab with a very cool, up and coming rapper.
The brand were beside themselves because they thought this association was going to change their fortune forever.
On set, the artist was a bit of a nightmare – not saying or doing anything the brand wanted them to do – in fact they even used their social channels to tell their fans they weren’t doing this because they loved the brand, but because they were getting big money.
Unsurprisingly, the brand team were not very happy about that, but they reasoned that the association would still be worth it for them in terms of awareness and sales.
And maybe it was … but the real winner was the artist because their fans thought what they’d done was even more cool.
Talking shit about the very people who had hired them and still getting paid millions upon millions for a few hours work.
That’s power.
That’s influence
That’s a life goal we should all have.
So while collabs can be cool when done for the right reasons and the right ways, many brands need to understand that while – at best – they may have a boost to their short-term profits, the cool doesn’t actually rub off on them. In fact, if anything, their desperate desire to look cool to millions has just made them the laughing stock to the very millions they wanted to appeal too.
Because while they think they’re hustling the artist, the artist and their fans are hustling them.
Welcome to the new definition of power.