Let’s talk about features.
Whenever a musician puts an album together one of the most appealing aspects of the project is the features.
Who did they work with? How did it come together? So many questions abound.
And while features are dope for artistic reasons, they’re also a powerful grow-hacking tool because they open an artist up to other audiences, new opportunities, and the potential for different types of PR (e.g. a rapper working with a Country artist might secure press in country publications and vice versa)
And whether the record is put together by the record label or the artist, pairing the artist with a feature is ploy that’s as old as the music industry itself. It’s also one brands should employ in their marketing efforts as well.
But wait, don’t they already do “collabs?”
Yes. And don’t get me wrong, the occasional collab is cool, but we’re talking about features. The difference?
INTENTION.
Brand collabs are typically wacky combinations used to generate shock. They generate PR in the short term, but in the they lack real staying power because… **Drumroll Please**
They’re corny.
For example: Picture a candy brand partnering with an apparel shop to make a clothing capsule — something that’s been done many times over. And look, that’s cool if that’s your vibe, but again it’s kinda lame.
As brands attempt to occupy a real space in people’s lives, especially in a cluttered digital environment, they have to be intentional when choosing their partners. Finding the trendsetters isn’t good enough, you have to find the right brand for the right reason.
Imagine if that same candy brand looked for a feature — a brand in a similar category that they could work with that delivers the same benefits without going for the shock factor? It’d still generate PR and ultimately have more staying power culturally.
SO, WHAT MAKES A GOOD FEATURE?
Cardi B shows us how thoughtful she is about her features, and there’s a lot brands can learn from how she picks who goes on her records. Below are some quotes from a recent interview she did with Billboard where she talks about securing Lil Durk & Kanye features on her new record “Hot Shit”
SHE CHOSE THE KANYE FEATURE BECAUSE IT WAS PERSONAL
“I did not know which male artist to put on this record because this has a certain type of beat that I feel like only certain artists could freak it. Kanye gave me this verse a couple of months ago when he was just all over the media, because of all of the things that were going on… I like how his verse, it’s personal, but it’s not that personal.”
SHE CHOSE THE LIL DURK FEATURE BECAUSE IT WAS STREET
“I feel like Durk verse is really street,” she told Lowe. “I see almost Bronx kids listening to his verse.”
YE gave Cardi a personal perspective and Lil Durk balanced it out with a street perspective and these features made the record that much stronger.
Imagine if she opted for a collab – going for whoever was the hottest artist at the time and putting them on the record without a second thought.
POPEYES FEATURING MEG THEE STALLION
Meg’s movement was growing and her signature phrase “Hot Girl Summer” was becoming a cultural chant across the world. It’d be easy for a brand to say they should collab with her — that would mean something trendy that could trick consumers into thinking they’re just as cool as Meg.
But Popeyes went for a better route.
They asked Meg for a feature.
This campaign works well because Popeyes remembered the first rule of securing a feature: Sometimes taking the backseat gives you the front seat.
It’s a bit contradictory, but Popeyes was able to remain front and center during this campaign (just like a lead artist does) because they took the backseat — that meant getting rid of the Popeyes lady for a bit, staying away from gimmicks, and placing Meg at the front & center. They allowed Meg to add a little bit of flair and excitement in a way that also makes sense for her brand, and as a result consumers remember their brand.
ADIDAS FEATURING BEYONCÉ
Adidas is another brand that’s good at being intentional with their features. Notice what they’ve done while working with Beyoncé and Ivy Park.
They currently rest at no. 2 in the sneaker world and it’s partially because they know how another key rule of features: let the artist work.
The best features happen when an artist invites another artist into their space and allow them to do whatever they need to in order to get the song where it needs to go. The same thing can be said about brands.
Typically in a “collab,” ego prevails. As a result, the products that come to fruition appear corny, and forced; It’s because the partnership lacked synergy and both parties were vying to be the center of attention as opposed to complimenting one another.
BUT, with the Ivy Park collection we see what happens when a brand lets an artist do what they want with their brand; Typically a featured artist understands the landscape and just needs the room to express their creative vision. And, with each season of Ivy Park clothing that’s exactly what we get; each drop revealing another layer of Bey’s vision in real-time.
The result?
Consumers remember Adidas fondly, and those who normally wouldn’t rock Adidas are now at the very least considering adding it to their wardrobe because of Bey.
THE BOTTOM LINE FOR BRANDS FOR BRANDS…
Chill out on the collabs and secure some features.
Let’s not be myopic. Good press is good… but only for a short amount of time. If you want longevity don’t go for short term wins. Find an artist/creator/innovator who can give you the lift you need in a way that isn’t based on shock. It’ll pay dividends in the future.
Peace.
