The Persona of Chance The Rapper and the PR secret to his Independent Success

by Brayon Potillo

As many of you read this headline you probably began to wonder “who is Chance the Rapper?” To some he is Chancelor Bennett from 79th,  born and raised on Chicago’s southside to Ken Bennett and Lisa Bennett. To others Chance is well…a rapper, but there is much more to him than the releasing of music on a platform for the sole purpose of making money. There lies within him a unique purpose in what he’s doing and a strong force behind him. Although, Chance claims blessings keep falling in his lap, we got to thank God for the knowledge he blessed him with as well.

Chance the rapper is a 23-year-old music mogul who has not only built up independent success with a net worth of 5 Million off of free music, touring, and merchandise. He also received 3 Grammys from this past Annual Grammy Award show. A lot of people would attribute this success to God and Chance’s divine relationship with him; however, we can also can attribute this to Chances’ team and his incredible PR strategies/skills. After observing his credible success, I found three major keys (as DJ Khaled would say) to his rise from Chicago’s slums to Chicago’s best.

la-the-59th-grammy-awards-show-20170212.jpgChance at the Grammys 2017

1.Brand Development

First, we have brand development! Unlike many artists, Chance saw the full product as opposed to seeing them as separate ingredients. Chance knew that being an independent artist meant building a brand following from a brand image. From his relationship with God to his unique Chance 3 New Era caps, it all became an inspiration which created loyalty with his fans and led to the rules of the Grammys being changed. Chance the Rapper’s Brand is the most important reason why he is here and why people want to be him. Brand development is the most important piece of being an independent artist and having an outstanding image.

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 Chance 3 Art Cover

2. Quality

Next, on the list we have quality! From his merchandise and advertising to his music, Chance has a quality to himself that I just do not see in any other artist. This is because coming from an independent artist standpoint, QUALITY can either make or break you. Besides your brand, the quality of your brand is what attracts people to you. For instance, there are artists who drop tons of music and never see any success, while Chance has only dropped 3 tapes and has 3 Grammys. You would think coincidence, but it’s all about the quality folks.

3. Marketing

Lastly, Chance’s marketing is the final component in his independence. An example of this would be the campaign Chance ran for his recent project “Chance 3” where he allowed his fans to print copies of the cover art and plaster it around the United States. Moreover, having customizable merch and hosting private events, which builds more loyalty amongst your base. It allows them to feel important, besides the customer is always right! In fact, the Thank you Obama Campaign he ran with Merchandise thanking the Obamas for their time and contributions while in office. Moreover, Chance is a marketing genius besides the music prodigy of Kanye West.

ChpE3nRUgAAMBr7.jpg-large.jpgChance Posters at NYU

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Customizable merch via Chanceraps.com

f5eeb2d8-6dbb-8500-a93c-497f9258b95b1486070571588.jpegChance Thank You Obama Merchandise

Photo Citations:

Photo 1: Wang, Amy X. “Why Chance the Rapper-who Just Made Grammy History-gives His Music Away for Free.” Quartz. Quartz, 13 Feb. 2017. Web. 15 Mar. 2017.

Photo 2: Ex, Kris. “Chance the Rapper: Coloring Book.” Chance the Rapper: Coloring Book Album Review | Pitchfork. N.p., 17 May 2016. Web. 15 Mar. 2017

Photo 3:
Kyrellos. “Spotted Lil Chano by NYU @chancetherapper #Chance3 Https://t.co/cxAP9UOTW2.” Twitter. Twitter, 04 May 2016. Web. 15 Mar. 2017.

Photo 4: “Chance The Rapper Models New ‘Thank You Obama’ Clothing Line And We Want To Buy It All.” Chance The Rapper Models New ‘Thank You Obama’ Clothing Line And We Want To Buy It All | BLAVITY. N.p., n.d. Web. 15 Mar. 2017.

Citations:

Ward, Melissa. “Chance the Rapper: Marketing Genius or No?” Target Marketing. N.p., 24 June 2016. Web. 15 Mar. 2017.

Avila, Mariano. Chance the Rapper Is a Marketing Genius. N.p.: n.p., n.d. Print.

Payne, Ogden. “Three Marketing Takeaways From Chance The Rapper’s ‘Coloring Book’ Roll-Out.” Forbes. Forbes Magazine, 27 July 2016. Web. 15 Mar. 2017.

Published by

UNT Eagle Strategies

Class members of the social media class in the Mayborn School of Journalism

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