Shaboozey Case Study: 10 Years of Brand Building to Reach #1

2024 has truly been Shaboozey's year. With two standout features on COWBOY CARTER, a wildly successful hit song, and the historic achievement of becoming the first black male artist to chart at #1 on both Billboard's Hot 100 and Country Songs, this year, Shaboozey has struck gold (and Platinum). Shaboozey blurs the lines between genres, pulling from country, rock, and rap elements to craft an authentic and distinct musical identity and experience. Born and raised in Virginia, the state's rich musical background is reflected in his work and further refined by many artist influences.

His success this year is far from instant; it's been a long time coming. Shaboozey's discography has grown significantly since the release of his first single in 2014, including a feature on the acclaimed Spider-Man: Into the Spider-Verse film soundtrack. Beyond his musical prowess, he also utilizes visual media to enhance the Shaboozey experience. A Scorsese buff and film enthusiast, Shaboozey directs, produces, and edits the video content that supplements his music and other artists, going as far as founding his own production company, V Picture Films. He transcends boundaries as a musician and effortlessly combines elements of sound and vision to tell a powerful story.

This article will delve into Shaboozey's distinctive artistic strategy, examining how his creativity has shaped his career. By analyzing key milestones, we'll uncover the tactics that set Shaboozey apart in the music industry. Through this exploration, artists can gain valuable insights into how Shaboozey's blend of creative releases, strategic collaborations, and authentic fan engagement forms a unique playbook for success that others can follow.

Releases First Singles and Establishes Artistic Identity by Making Pop Culture References (2014-2017)

Shaboozey's journey began with releasing his first single, "Jeff Gordon," in 2014. Despite limited resources and exposure, this early track was pivotal in laying the foundation for his unique blend of genres. In 2017, Shaboozey took a bold step by producing and directing the music video for "Robert Plant." This project wasn't just about the music but about establishing a strong visual identity that resonated with his influences. Shaboozey meticulously planned every detail, from the 1970s-inspired aesthetic to the subtle nods to Led Zeppelin, demonstrating his deep commitment to authenticity.

Your Strategy: Root Your Music by Using References

Paying tribute to your inspirations is a great way to express your brand and grow audience engagement. Integrate a sample or write lyrics referencing notable songs, albums, or lyrics. Subtle nods and clever wordplay can create a strong connection for fans of the original artist. Use audio and visual elements to create a rich, immersive experience that captivates viewers and listeners alike.

Teases Debut Album with Creative Visuals (2018)

After gaining attention with singles like "Starfoxx" and "Robert Plant," Shaboozey signed with Republic Records in 2017. In preparation for his debut album, Lady Wrangler, Shaboozey released several teaser videos on his YouTube channel. These 20-40 second "vignettes" were titled after several songs on Lady Wrangler, capturing Shaboozey in various settings—on a farm, at a motorcycle meet, by a lake—while playing their respective stems simultaneously. These creative visuals built anticipation and helped establish a narrative around his debut album.

Your Strategy: Release Teaser Videos That Create a Narrative

An album tells a story, be it through lyricism or instrumentation. Select the thematic elements in your release that you want to highlight, and utilize them in creating pre-release short films that form a narrative around your work. Keep these films' duration to a minimum, say more in less time, and upload them onto YouTube and other social media. This approach generates excitement and gives your audience a deeper connection to the themes of your music.

"Start a Riot" released as part of Spider-Man: Into the Spider-Verse Soundtrack (2018)

In late 2018, Shaboozey collaborated with Duckwrth to write and record "Start a Riot" for the Spider-Man: Into the Spider-Verse soundtrack. This project marked a significant milestone in his career, placing him alongside major artists like Nicki Minaj, Post Malone, and Lil Wayne. The collaboration showcased his versatility and helped him gain recognition in both the hip-hop and mainstream music scenes.

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Your Strategy: Collaborate with Local Artists to Produce a Soundtrack for Smaller Films

Look for collaboration opportunities with local filmmakers, video game developers, or independent media projects. Smaller film festivals, student films, or regional productions can be great starting points. We recommend teaming up with other musicians or artists in your area to create original music for their projects. These collaborations can help you build your portfolio, expand your network, and gain exposure to new audiences.

Continues to Innovate with Genre-Blending Single "Beverly Hills" (2021)

In 2021, Shaboozey released the single "Beverly Hills," which perfectly captured his ability to blend multiple genres within his music. The track begins with a country-infused fingerpicking acoustic guitar loop, followed by trap drums and 808 patterns. Shaboozey's lyrics complement the Western theme, speaking of cowboys, six-shooters, and bandits, demonstrating his skill in merging country and hip-hop elements into a cohesive sound.

Your Strategy: Release a song that combines genres

Choose two or more genres that inspire you and identify elements from each that you can blend. Use instruments, beats, and lyrical themes that effectively represent each genre. Ensure your lyrics complement the blended genres and tell a story using imagery and themes from both genres. This approach can help you stand out in a crowded music landscape by offering something fresh and unique to your audience.