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Wednesday, July 2, 2008 | 1:23pm
MARKETING MATTERS: Soulja Boy Fakes His Way to A Yum Shoe Deal
Could it be this dude is actually a marketing/ business genius?
A few sites across the blogosphere have been going in on Soulja Boy for “claiming” to have his own sneaker line with Yums (God Awefull) Shoes and flaunting them at every opportunity on his YouTube Soapbox. Well I guess the kid has us all with egg on our face. Call it marketing, call it foreshadowing or confidence but Calipark/ Interscope, artist Soulja Boy just signed a multi-year sneaker and apparel contract with Yums Shoes.
Earlier this week Billboard.biz reported that the YouTube phenomenon has recruited good friend and graffiti artist, Tex to design his own signature Yums “Block Star” sneakers and yes……….. a clothing line. (Another tally on the Hip Hop Clothing Line heap.)Â He is scheduled to introduce his line at the Magic trade show this fall and appear in tv and print ads for Yum as well as, of course, a series of webisodes that will run across the Yums and Soulja Boy Web sites.
So that got me to thinking…yeah I know. Would it be so crazy if this dude is really on to something…a marketing tactic build in genius. No record deal? Make a fruitleg video of yourself performing your single and promote it on YouTube to anyone who would listen. No shoe deal? Make a few viral videos of you promoting the targetted brand…next thing you know you’re sigining multi year deals. Sounds trivial and silly but he’s laughing his way to the bank. Think about it.Â
FILED IN Business & Marketing, Fashion, Music
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Sounds good to me.
Imagine all those brands that reach out to stars/athletes/entertainers who don’t actually use their product. Take Britney who was sponsored by Pepsi sipping a Coke in Australia. MJ dropping because of dehydration… agin not actually drinking Pepsi. And the countless others that don’t really use the products they endorse. And then you haves soldier boy selling a product he either likes or think is crazy enough to get in bed with him and does.
He is already showing how hungry he is… So why not pay him to take it the distance?
Yeah, sounds good to me.
I love that little dude. no homo. I look at all the people who hate on him and call him garbage and laugh. These old flabby rappers who aint made a hit in years cant make anything hotter. the first time I heard of him, my daughter was on you Tube and the rest is history. If he is so wack, they need to make something better.
unfortunately…ur right.
Juan, you’re alright with me! I completely agree with you.
As a marketing major, I must admit that he’s pimped my “noble” profession.
I don’t think that his appeal will outlast his contract, however. Kids are so fickle. One minute they enjoy one artist, the other they are bored with them. This is not Generation X or Y, but Generation A.D.D.
Maybe Deandre “Soulja Boy” Way should go to college to study consumer behavior- like I had to. He’s in for a rude awakening.
And for STAF G- no need to say “no homo” (unless there’s something you’re not telling us) Just kidding. There’s nothing wrong with enjoying his music or ghetto hopscotch dance. But when you accept it as real music, that’s when the problems begin.
I feel that older rappers should not down the little dude, but by the same token, he shouldn’t get a free pass either. There are plenty of MCs hustling and not getting noticed because their Dad couldn’t promote them like Deandre’s dad did.
Thanks Zack. You bring up some very good points. From a marketing perspective…He’s laid a blueprint. Its very simple and silly but every good plan usually is.
well i feel like you are a hater cause you know nothing about the shoe you are judging the person setting himself up for the future by putting money into something he likes and not some other bull! the shoes are stylish and also VERY comfortable! I LOVE MY YUMS! SO STOP HATING ON THAT YOUNG MONEY MAKER!