Not Afraid, to Take a Stand

In our industry, we’re beaten over the heads with the terms transparency and authenticity—even more so since the social media revolution began and took over the way we communicate and share information. We often hear about how brands need to be as transparent as possible while engaging consumers via social media, and just in general, in this age of information overload. The reason for the transparency is that now brands are making even deeper connections with consumers, and are a lot more exposed to the public than in the past. And, if we as consumers detect a hint of inauthenticity…we may defriend or unfollow you (gasp!)

In pop culture, the same is true—especially in hip-hop. Authenticity, as we know it, is known in hip-hop as credibility. If you have skeletons in the closet that is your past, it’s better to clean it out yourself, instead of having them exposed by a rival, because just as we advise in PR, you then control the messaging. It’s now your narrative to tell and you can tell your story, as opposed to someone you’re competing with spinning and sharing their version of it. There are several examples of this, but few as relevant as the one I’ll discuss.

In 1999, we were introduced to an artist who would become one of the biggest names in not only music, but pop culture. We’d seen this type of meteoric rise before…but not quite like this. He was white. He was rapping. But in sharp contrast to the infamous precedent he would undoubtedly draw comparisons to, this guy commanded attention on the mic. Eminem had arrived, and his arrival had one of the most revered stamps of approval in hip-hop: that of one of the greatest producers of all time—Dr. Dre. It was everything an album is supposed to be—a reflection of the artist (in this case, Slim Shady), at that given time, and throughout the grind to get to this moment. While the over the top lyrics and content were controversial, he would sell 4 million records. His subsequent two releases established Eminem as respected and lucrative brand, selling close to ten million each, as he revealed much of the secrets of his troubled upbringing, showing his fans who Marshall Mathers really was, and then who Eminem was—a combination of Slim and Marshall. He was unapologetically honest, and even if you didn’t like him, you had to respect him for that.

The following album didn’t pack the punch that the first three did. And as his personal issues worsened, just like that, Eminem slipped out of the public eye, and sunk into addiction to escape his reality. Five years later, he returned with Relapse…but to most, this was not the triumphant return expected. Honestly, it was underwhelming, from an emcee who is one of the greatest ever. Realizing his revived mindset and hearing the public reaction, he scrapped his follow-up sequel, and went a different route, with Recovery. What he delivered quite possibly could be his opus.

The direction was different. It was introspective. It was intelligent. It was ill. His whole career he gave us vivid glimpses of his personal life, but on this album, he virtually told all. We were used to Em’s first singles being comedic radio songs, dissing various pop artists, and other easy targets. Not this time.

On “Not Afraid”, he went in, addressing his last album, his family responsibilities, his addiction, and giving those battling personal demons an anthem. The entire album was totally transparent—he spoke of his addiction, his tumultuous relationship with his ex-wife, the murder of his best friend, his love for his children, and his relationship with hip-hop. He apologized for his antics on the last album, admitted it was subpar, and promised to never let his fans down again. Beyond the flawless flow, the intricate metaphors, and multilayered rhymes, Em did something the overwhelming majority of today’s “artists” claim to do, but do not—he took us into his real world…without MTV. And the people embraced it. Why? Let’s put aside the quality of the album, for a moment. He spoke directly to his fans and followers, engaging his audience with a relevant message that resonated with them, which brought back the level of significance he’s consistently commanded throughout his career. Not so different from the recent advice from one of new media’s top thought leaders, and also a lesson in how the integrity of a brand translates to brand loyalty.

What are some other examples of pop culture figures that have used a similar format to our industry’s social media model, in terms of transparency and authenticity, effectively? Leave us a comment and let us know.

Tony Balasandiran | New Media Specialist