Chance the Rapper hasn’t sold a single album. He has 3 Grammy awards for best new artist, best rap album and best rap performance. His success is undeniable. What made him so successful?
Chance the Rapper is different. His mixtape, Coloring Book, was released independent of any label and it was free for everyone. He is the first artist to win a Grammy for a streaming-only album. He mixed rap with gospel and created a sound that resonated with fans boosting the album to open in the top 10 of Billboard 200 (the first streaming album to even make the chart). Coloring Book is a firm reminder that being unique and making something different generates success. However, differentiation wasn’t the only reason for Chance the Rapper’s wins.
Coloring Book isn’t just different, it has quality. Chance the Rapper made the album independent of labels allowing him to be as creative as possible. He collaborated with more than 25 artists including Kanye West, Lil Wayne, and more. He even brought Chicago Children’s Choir on board and Grammy award winning gospel musician, Kirk Franklin. Even with his diverse cast of collaborators, Chance the Rapper kept his personality and his brand image at the forefront.
There are a few things most people know about Lil Chano From 79th: he’s from Chicago and loves it, he’s religious and shows it in his music, and he loves his family (go here for a closer look at Chance the Rapper’s life). He creates a genuine connection with fans by giving glimpses into his life and what he cares about.
What Brands Can Learn
There isn’t just one method guaranteed to make your brand successful. There are many layers to success. A few we can take from chance is to create something unique with high quality and be personable to consumers. The personality is what sells the different, high quality content.
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