No doubt, if you don’t live under a rock nowadays, you’ve definitely heard the song Bad and Boujee by the Atlanta rap trio; Migos. If someone has used the phrase “rain drop, drop top,” then you know they’ve caught the Migos bug. Migos is no stranger to the chart topping limelight. Although they started making music in early 2011, Migos didn’t see mainstream success till 2013 with their one hit “Versace.” From there onwards to today, Migos have been churning out well-received “bangers” frequently.
Migos did not start producing more songs because of their initial fame, but honed into their unique sound after the beginning of their success. Before that stage of their careers, Migos still frequently and continuously produced music. This is a story that brands should acknowledge as a perfect scenario for content marketing. This is because Migos aren’t just a rap group, but a brand, just like any other business should see themselves as. Businesses are simply monetary exchanges, but brands add personality. If your business caters to consumers, then what better way to connect with them than to establish a connection with your ideal audience. Migos is a brand, their music is their content, in which they use to market their group’s brand image/essence.
There are multiple ways in which Migos have established their brand through content marketing, and these methods should translate to any brand who wishes to propagate their brand personality through organic content marketing. Primarily, just like the humble beginnings of Migos, frequency is one way to get yourself out there. Migos started making music is 2011 but didn’t catch fire until 2013, two years later. However during this time, Migos continuously put out music for people to hear. All with their signature group sound. So as a brand, virality and popularity doesn’t come overnight. You cannot just post one piece of content that accurately reflects your brand's personality and just sit back and expect it to blow up. People are more likely to come across your branded content if there is more of it. Now this doesn’t mean just spam platforms with your content, but to produce content at a scheduled manner. Just like Migos’ four mixtapes that came out bi-annually in between their origin and raise to fame.
Consistency is key. Migos has been criticized for their incomprehensible lyrics and style. However, Migos has never swerved from their own sound, with Quavo’s sing-song rapping style on the hooks accompanied with verses from Off Set and Take Off. This continuity of the Migos musical flare has made their content as popular as it is today. Brands should learn that they should maintain consistency in their content. It is a myth that in order to build a following for content marketing (i.e. blogs, social media platforms), variety is crucial, as it targets multiple types of people. However, no one will be continuously returning to your content if it changes all the time. Stick to content that embodies your brand’s image and essence. The people who visit and witness your content will be more loyal to your brand as a whole. Just like the Migos following, who love any song put out by the group.
Finally, keep your content relevant. It is easier for people to discover your content if it is a relevant and popular subject at that moment in time. Migos did not receive as much “hype” for their music in 2015. So they pulled a Kanye tactic, and they came out saying they were as influential as the Beatles. To most of you who are fans of the Beatles, you’ve probably never heard of Migos. Which is a shame, because they have actually had a large influence on rap and hip-hop culture. I’m sure you can tell, that their declaration was not received with all open arms. However as Kanye has taught us. No publicity/attention is bad publicity/attention. This debate over Migos’ influential caliber brought them into the limelight a little more. Now this doesn’t mean that as a brand you should publish content that is either controversial or hyperbolized, but don’t be afraid to put information out there that is not exactly 100% politically correct. Don’t be afraid to have faith in your brand, and show that through the content you post. No matter what, it will drum up discussions about your brand, which is a powerful way to propagate awareness.
I’m not saying that after reading this, you need to become an avid Migos fan. It wouldn’t hurt. But more importantly, if there was something to take away from this, is that content marketing is a lot easier, and more effective than a lot of brands think. Make sure your content is consistent, relevant, and frequent. It may seem ridiculous to some to take advice from rappers, but there must be some reason for their success and meteoric rise to Billboard #1 status.