Nicki Minaj is amazing. She’s the only pop-culture star who’s been able to combine her racy edgy style and actions, with marketing relationships with traditional retail brands.
Think about it.
The Nicki Minaj Halloween Costume was all the talk and rage, yet it was an outfit that she called “some old thing” or words to that effect. That Halloween costume by Nicki Minaj could have been worn at a strip club, and with her as the stripper. Yet, it’s showed to all of us via social media, gains her buzz, and happens to be right about at the time she’s nailed an agreement with Macy’s to push her new fragrance brand in its stores.
And with that, Nicki Minaj’ Kmart clothing line has gained K-mart so much publicity that it’s change the retailer’s image, and placed it squarely in the middle of urban culture.
Plus, Minaj has partnerships with Myx Moscato and Beats by Dre – all gain when she does something that would seem to be a bit on the edge, but really, as it turns out, is not.
What all this means is the idea of target marketing has been replaced by edgy marketing – having a strategy around a person or a thing that grabs attention for the sake of it. The idea, at least as I see it, is that the basic demographic group you want to get, you will get, but you’ll draw in others as well.
The idea is to sell, period.
Stay tuned.