Why Whack Stays Winning

We see famous artists partner with brands all the time. Whether it's for a commercial, a new clothing line, a sponsored concert, or even a dating app. Artists are making a lot of money when they do this, but they're also making a statement, publicly aligning with a brand’s vision and values. 

An artist who is absolutely killing the brand partnership game is Tierra Whack.

This Philly rap legend is ALL about creativity. With each new project she invites us into her carefully curated Whack World, showcasing her genius in both lyricism and accompanying visuals.

For her 2020 tour, she partnered with Adobe to give creators a chance to design What Whack Wears, using Adobe’s Creative Cloud suite. Whack took her favorite designs and created one of a kind outfits for each tour stop.

Then again a year later, Whack teamed up with Adobe to launch their “Try New Things” campaign, inspiring creatives to take a leap with the Adobe suite and offering a major student discount. 

In the commercial, which regularly popped up as an ad on my Instagram story (not mad about it), Whack explains that to her, being creative is just being herself. She is constantly going against the grain, beating to her own path. 

Earlier this month, Tierra Whack released a light-hearted and highly imaginative music video for her song “Link,” in partnership with Lego. Whack created the visuals with director Cat Solen and a group of Philadelphia school children, whose ideas for a rocket ship made out of animals laid out the video’s storyline. 

“I was so excited to work with kids because their energy is fun, exhilarating, neverending, and full of surprises,” Tierra Whack said. “I really trusted them, and I knew they were going to come up with something great. What I loved most about the process was being able to partner with such an iconic company like the Lego Group because we could make anything happen!”

The “Link” video is part of Lego’s Rebuild the World campaign, exploring the importance of inspiring kids to think outside the box and literally rebuild the world for generations to come. 

While this track really does feel youthful and like an actual children's song at times, I think the wholesome nature and ultimately powerful message can resonate with people of all ages. 

I love that Whack invests her time in inspiring creativity for everyone. Maybe that's just because I study PR, but I truly admire her message and her brand.

Looking forward to spending some more time in Whack World...feel free to join me.