As creators and artists increasingly drive consumer trends, brands must look to them to set the tone for what’s cool and relevant.
But in the race to show up authentically, some brands are missing the mark, according to Grammy-nominated rapper, producer, and entrepreneur David Banner.
“If you want to market to Black people, why not trust Black people? If you want to market to women, why not trust women?” he said. “I don’t know why people in corporate structures want to be cool [and] think they’re cool. Just cut the check, let me go do what I do, and watch what I bring back.”
In addition to his musical success, Banner is a public speaker, activist, and the founder and chief executive officer (CEO) of A Banner Vision, a multimedia production company that has worked with brands including Gatorade, Disney, Marvel, Gillette, and Pepsi.
On Tuesday (April 29) at ADWEEK House Miami, the multi-hyphenate sat down with Nue Agency’s Jesse Kirshbaum to discuss his “art”-ivism and why cultural representation matters for brand relevancy.
Branding as an “art”-ivist
Through his activism and public service, Banner said he prides himself on being a “beacon of light.”
In 2005, he created Heal the Hood, a Hurricane Katrina relief fund and concert that he said was the largest urban relief show at the time. However, brands like MTV and BET didn’t believe in the magnitude of the effort, he said, so he pivoted to public speaking while still releasing music.
“There’s a common thread in all of these things that we do, especially as it pertains to Black culture, and it’s being able to find people in these communities that we can bring together, and I think that’s my superpower now,” said Banner.
He is also unapologetically himself, something that he said has worked both for and against him throughout his career.
In 2010, Banner wrote and produced an original song for Gatorade’s “Evolve” campaign, which he helped ideate with TBWA\Chiat\Day LA. The artist said that the brand wanted the ad to be “cool” and relate to kids, especially in the Black community.