So we’ve been throwing around the word brand a lot in this conversation. For the people not familiar with the term, in your own words, what do you think defines someones’s brand?
Karlie Hustle: It’s definitely a personal approach on how you interact with the outside world. Whether it’s on social media, how you dress, meetings etc. I look at everything I do as a brand whether I’m talking publicly or professionally. Personally, I wouldn’t bring branding into my relationship with my boyfriend or my mother or anything like that. But, when you’re talking about it professionally or publicly, I think everybody is a brand at this point. As the world becomes more transparent and people start to peel the curtains back, you can see branding being put to use. Nowadays, corporate celebrities are all over the place now. Back in the day, only people that were in the limelight were actors and the rappers but now, people are paying attention to the importance of these folks that make things move and tick and I consider myself one of those people. Now am I a celebrity, no, but I think I have a certain public presence and responsibility to young women that may want to emulate me later in their careers.
That makes sense. So let’s talk a little more about your relationship with Jamla Records. So, Rapsody is booming and getting a lot of buzz especially after her recent appearance on Kendrick Lamar’s To Pimp A Butterfly. In your opinion, what is the one thing about Rapsody that you think people are overlooking?
Karlie Hustle: She’s an MC, likes she’s a real MC. She can rhyme and she’s the definition of Hip-Hop. I don’t think she’s a special person because she’s a “Female Rapper”, like I hate that term. She can out rap people in her bracket and skill set all day. I think a lot of people just dismiss women that rhyme because they think they won’t be as good or hold them to a lower standard or maybe they have to dress a certain way. I think she just really defies that. It’s not just she has this crazy skill set, she is like the girl next door or the homie. She’s not a Barbie, she’s accessible like you and me. Back in the day, you used to have a variety of different women, some were super sexy, some were tom boy-ish and others were a little in between. Nowadays, you’re either super sexy or nobody pays attention to you. Like everything is about how you look and I think she’s [Rapsody] a beautiful women with skill and I love to see her spread her wings on Kendrick’s project and all her projects.
So about Jamla, what was it about them that really set them apart as oppose to working with another record company?
Karlie Hustle: To be honest, I would have turned down practically any other offer I would have gotten and Jamla is an exception to that. It was the values and morals they had along with their artistry that I loved. I really respect 9th Wonder and was a Little Brother fan and I respect that he is a DJ, producer, educator and a historian. He really respects the craft therefore, everybody on his label is an extension of his greatness and I trust me standing next to him is a good look. When I got the phone call and he started talking, it was then I knew this was the right fit. Now, we don’t agree on everything and we don’t see eye to eye on every execution of every project, but I think that is the reason why I was brought in. I’m New York local, everybody for the most part is out of North Carolina so I just have a different presence in the business. I think I bring in structure and opportunity for folks to bring in their creative stuff and I can manage some of the most challenging things for a creative like “back and forth emails” setting up meetings and putting together schedules.
I definitely agree, so last question. In your opinion, what are five tips for anybody trying to break into this industry or any industry for that matter and what can they do to really brand themselves and set themselves apart from the majority?
Karlie Hustle: First thing you have to do is outwork everybody. A lot of people say they want it, but when it comes down to the execution they aren’t there. They will turn down opportunities because they want to go on a vacation or they want to go to a show etc. Another way is to network. Getting out there and getting face time with people and genuinely supporting people and having them see your face in the place. I think a lot of people don’t support their peers enough and I think it has to do with the false sense of scarcity. Like, they have this mindset of “there is only this much room for a couple of us” and I think that’s just capitalism at work. I think setting yourself apart by showing up with your feet, buying albums and supporting peers will also be a great way to set yourself apart from the pack. Three, I think everybody has a public image and how they want to be perceived and I think a lot of that has to do with when people see you physically and how you are dressed. I think that is worthy of looking at when you’re creating your personal brand. For me, I wear a bow tie. Now i’m not saying everyone should do that, but that works for me because I’m easily identifiable. Oh and of course I have a bald head so now I’m the chick with the “bald head and the bowtie”. I think the way you dress has a lot to do with your success and I never used to think that. As I’ve gotten older, I’ve been exposed to other approaches and even my boyfriend who is a manager to a number of artists has helped me see a lot as far as that physical presence is perceived. Four, I think it’s always good to be good in one thing but having multiple talents gives you the ability to be noticed and visibility. I think that makes you a little bit better-rounded. Five, just do things that you love and be yourself. If you don’t love it and you’re not yourself, those things will become very obvious in a short period of time. Be authentic and understand that if you’re going to be yourself, you will be much more successful.
Talk music, sports and everything hip-hop culture with Drew on Twitter @AndrewSomuah
