by R. Asmerom
What does Lauryn Hill’s career show about the fickle music business? Lauryn has managed to achieve a level of fame that does not require consistent publicity, album production or the “sex factor” that so many female artists rely on to stay in heavy rotation. It was Lauryn’s differentiation from the beginning that set her apart in the minds of music aficionados. “Before Lauryn Hill, there wasn’t anyone who could effectively capture the pain and angst of young black women & make you want to party, all at the same time, said media commentator Tazz Daddy. “The Miseducation of Lauryn Hill was a complete album, filled with ballads that pulled at the heartstrings of all people and hard hitting hip-hop joints that were lyrically & conceptually far and above her alleged competition.”
After being out of the scene for so many years, her rare appearance in the media sparks a storm of interest as evinced by her recent appearance on NPR. Maybe Hill didn’t set out to build such a strong and resonant brand, but it’s clear that she’s one of the few artists who has the power to make news whenever she chooses to step on the scene.
So what is Hill’s brand about? Strength, sass, femininity and originality. Even today, there are not many female artists who can copycat the original L. Boogie, which says alot about the music industry. Is it easier to wear skimpy clothes and gyrate your way to fame? Certainly. To be someone who doesn’t have to compete in the same game governing pop culture competitiveness takes a lot of talent and a high level of artistry.
“Lauryn wasn’t created by a group of record executives, said Tazz. “She’s a real chick from Jersey who has real talent. No autotune, no marketing tricks, no sextape. There are pretty girls with less clothing and more gimmicks, but they don’t have a tenth of her soul & substance.”
Other successful brand makers include Maxwell and Eminem. Both have very distinct and strong identities, standing out amongst the sea of copycats. And both have the ability to come in and out of the limelight, easily embraced by a loyal mass following. Identity, whether in business or personal, always plays a critical role in success.
