A$AP Rocky's 'Riot': The Unexpected Launchpad for Fenty's Newest Hype.
Blending Beats, Business, and Beauty.
Rhianna is a musician. She had her first #1 hit in 2006.
Rhianna is an entrepreneur and started her own beauty brand called "Fenty" (she actually started it with LVMH) in 2017. The estimated turnover per year is close to 600 million USD.
A$AP Rocky is a rapper.
A$AP Rocky is engaged to Rhianna, and they are (probably) married. They have two kids together.
ASAP Rocky launched a song called "Riot" on July 20th, 2023.
In "Riot," he raps about a lip balm 2:37 into the song (Lip balm? In a video like this?):
"FLOSSY GLOSSY. NAH BITCH THIS AINT LIP GLOSS. LUX BALM UP IN MY PALM. NEW COLLAB WITH MY BABY MOM"
He shows it briefly to the camera. Nobody really took notice:
On January 4th, Fenty Beauty launched this on TikTok:
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The Lux balm that A$AP Rocky rapped about in Riot. Available on fentybeauty.com and all Sephoras.
And guess what, if you want to get it at a Sephora right now? All sold out. (but still available on fentybeauty.com)
This is how marketing works today. Creators have their reach. Reach means influence and independence. They build their own businesses. They are brilliant in promoting their products – they own the entire value chain. They collaborate with other creators and create interesting cross-overs – even more so if they are married to each other.
What do you think does this mean for "legacy brands"? How can they keep up with this?
Cheers, enjoy your Sunday.
Jürgen
PS: Don’t forget to follow me on LinkedIn.
Great text and insight ! Finally I meet somebody that thinks the same as me ! I dont see much future for the brands if they dont change their vertical Mindset !