Is Lil Yachty the King of Brand Partnerships?

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The music industry is completely different than it was 5, 10 and especially 15 years ago. Album sales are no longer the biggest source of income. Rather, artists are continuously finding new ways to create partnerships and other streams of income that align with their own brands. There is no one doing this better (or more frequently) than Lil Yachty.

Lil Yachty has amassed viral fame for his simple beats and playful delivery, garnering mass appeal from younger rap fans in the process. Throughout his growing fame, Yachty has managed to leverage his popularity and turn it into real, viable brand relationships. At just 19 years-old, he’s been appointed Nautica’s Creative Directive.


Though it may seem like a thinly veiled attempt to leach off Lil Yachty’s somewhat perplexing fame, Yachty’s appointment is a smart one on Nautica’s part. Putting Nautica’s brand at the forefront of Yachty’s nearly 2 million followers, more than 10 times that of Nautica.

Target must have seen the appointment and figured it would be a great route for them as well. Most recently, Lil Yachty teamed up with another viral star, Carly Rae Jepsen, in their new commercial to usher in a newer, cooler Target shopping experience.

The music video was oozing with star power, having been directed by Roman Coppola and choreographed by Mandy Moore (who also lent her artistic vision to La La Land). It definitely hit home with a lot of viewers, especially those who were familiar with the original 1988 Rob Base and DJ E-Z Rock hit song, “It Takes Two.”

The way Yachty is picking his brand partnerships, soon enough he won’t need to rap at all. It’s clearly a new day and business savvy artists are the “new cool.”

Get a free download of the new Lil Yachty / Carly Rae Jepsen single “It Takes Two” on the Trebel Free Music Downloader app

About Tanya Payne

My life mostly consists of eating candy and ignoring emails but when I'm not doing those things I'm being a daughter, sister, aunt and dog lover.
Twitter: @tanya_payne
IG: @tanyaxpayne

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