Drake and His Instant Career Success: How We and Independent Artists Can Do It, Too -Part One

"I just want to be..I just want to be successful."

Who couldn't relate to this universal feeling when it comes to success, and your career? Whether you are an independent artist or not? Drake has been on streak since his mixtape release this past spring. It made me question a few things as a marketing person and fan: How did a guy from Canada get in the music industry and get his songs on the radio so easily? What can independent artists and fans learn from his career success? How does his Marketing and PR angles help his brand delivery to the mainstream audiences?

Well, on one hand, his craft, voice and connection to fans helped him achieve his goals.On the other, his industry background allowed him to maximize his brand, which will be explained more in the follow up post to this. But lets start from the bottom, the artist itself, shall we?


There are things every independent artist must embody if he or she wants to make an impact on a large scale. But before we get to it, I have a question.


What makes an independent artist, independent?
The flyers and promo stickers that make their name stand out from the rest? Even without the major PR?


Is it the fact that most can only afford hot dogs and ramen noodles in between paychecks?


Is it the random fans after a show that can't deny his/her talent, often claiming they got NEXT?


Well, the truth is that the only real difference between indies and non-indies is that independents are just people...They probably went to college (or tried to), they have a sucky job, feelings, car problems and yes, some even have War of Worldcraft addictions. There's no living life-like-a-movie going on over here. But if they are like you then that's no fun right? Cause your life isn't very exciting is it? But hey, Diddy's lifestyle looks like loads of fun. But Diddy is also very unattainable.Drake was able to introduce himself to a new audience with an attractive, attainable lifestyle. He did it well. 


I believe there are 4 fundamentals that can help anyone who's career is based upon attracting an audience:




1. A Craft
Michael Jackson's craft was his crazed perfection with dance. Kanye's craft as an indie was his infectious emotional productions. Biggie was a great storyteller, and Alicia Keys has her classical piano. Every artist has music, but its the other half that makes it special. When fused together it becomes an experience. In other words, whats the HOOK that catches each fan? Why does it catch people? Plenty of artists can play piano's, dance or produce..but when an artist pours as much love into their craft as they do their music, uniqueness is defined. Like Jimi.



2. A Voice
What is the consistent message? After 10 albums or a million, at the end of the day your message as an indie will always be the same. The music will change inevitably, the album topics will ultimately range, but the fans will always know who you are and what you represent. That's why they stay.


3. A Connection
For the sake of prime examples of 2009, lets use Obama as THE example. People related to this man. Obviously not everyone, but the majority of America- and lots of foreign countries! Young, old, white, black, ethnically mixed, blue collar, white collar..the connection was intense, and it took time to build. Learn from Obama that people stand behind leaders (or artists) that they not only believe in, but they can relate to, and aspire to be (like).

4. A Bigger Picture
"Duh" right? But it must be said: Every person has his/her goals that leads to it. However a bigger picture is bigger than any of us. Between focusing on craft, message and finding those connections, all of sudden something bigger has begun to form almost effortlessly. It brings a rewarding feeling. Before mainstream stores and magazines accept it, it's the topic on everyone's tongues, the latest practice being put to use. The bigger picture is what creates trends, new dances, and new ways of talking. It will likely be bigger than you imagine or happen in an unexpected way.

As of late, there's no "bigger picture" experience that's better than Drake's. His Thank Me Later, mixtape was a unique branding experience to be a part of because his songs were coming from other people's cars first, not your local radio. And when you had to quote a line or two into your Facebook status, friends discover, adopt, and share with their friends. Thus the excitement ensues. 


What can we learn from Drake's success when it comes to our own careers (where applicable, of course)? No one can deny a following, a thought out message, and the inner details in your own craft. No person can over charge you, under pay you and if it gets to Drake status-- no company will be able to ignore you. 

In our next installment we will look into how Drake was discovered, how he met Cash Money's Lil Wayne, and the why's and how's that are so important to his career success.