The Element of Surprise
** I'm going to need these musicians to stop dropping that heat in the dead of night, pero like some of us have work in the morning. **
Look at this picture of Kashdoll and Big Sean, two of Detroit's Finest in the rap game.
This seemingly innocent photo-op between two artists turned out the be a preview of an epic collaboration. I was not ready for Kashdoll's feature on Big Sean and Metro Boomin's new album, "Double or Nothing" at all. It was the track I didn't know I needed! With a renaissance of women in rap on the horizon, now I'm looking at Kashdoll to really put it down for 2018.
Then it was Offset, 21 Savage and Metro Boomin's Without Warning, then Quavo and Travis Scott's Huncho Jack, Jack Huncho, then Bruno Mars all of a sudden slaps Cardi B on Finesse from his 2016 album 24K Magic, giving the already hot song a brand new life!
Of course, we can't go on without discussing the queen of surprise projects, Beyonce Giselle Knowles Carter. As I write this, #BlackTwitter recently celebrated the 4 year anniversary of Beyonce's self-titled album. That album changed the game regarding the way people release their music in the digital age.
It debuted on Dec. 13, 2013 and sold 80,000 copies within hours. Not only did it feature a bold new sound and aesthetic, it held a unique visual component with a video for EVERY TRACK on the album + some bonus footage. Never done before, she rocketed to #1 on the Billboard charts, all without an ounce of promo.
Even Lemonade came as a shocker, along with some more easter eggs a la Disney/Pixar. To think she had the nerve to post of up pictures holding lemons up and in plain sight, and we just scroll past thinking she's being avant-garde.
You vs. what they expected of you
These entertainers and tastemakers are always 10 steps ahead of us. They've already decided what the sound of next summer will be like in the fall.
They have mastered the element of surprise, much like the fashion industry, where we see elaborate collections premiere months before commercial distribution. We see these masterful looks during flashy fashion weeks, but most creatives move a little more discreetly.
Surprise generates a craving for new content. When the landscape begins to seem monochromatic, people will turn to you because your constant fresh approach to your work.
Here are the major keys that will help you use method in your own creative technique.
- Pay attention to detail. Cross your t's and dot your i's as you roll out your next project. Think about everything from presentation to marketing to timing. You don't need to be the first to do something, you just need to make sure the quality of your work stands out among the rest. The Key: Be calculated
- Lasagna. Move in silence. Give a little bit at a time to keep them interested, but not to much so that they're already exhausted. Think Fenty Beauty, which shook the beauty industry with a dynamic foundation launch, then fell back before releasing a more extensive collection. When you do it, make sure it's under wraps until people need to know about it. Don't go sharing all your ideas with the world, you never know who's listening. The Key: Be discreet.
- Keep your ears to the streets so you can always stay ahead of the game. Read articles about your industry to learn about trends and what is in high demand. Network with peers, build mentors, and stay in touch with your base audience. Once you learn the rules, you can figure out how to break them. The Key: Be connected.