Human vs. Brand: How Artists Remain True to Themselves and Their Music

Photo Credit: Pexels/Bryan Catota

When pursuing a creative venture, one is expected to put their entire being into their work—their innermost thoughts and dreams into what they create. This is true across many industries, but it is palpable in music—especially in R&B and rap circles. Artists tend to create for themselves, but there is, oftentimes, the hope that the masses can appreciate their work too—whether the outcome looks like being placed on the charts, receiving awards, performing at venues or gaining critical acclaim.

With that being said, the path to success is often rife with stress and self-doubt. In striving for success, artists can become unsure regarding whether or not they are doing the “right thing”. They may upend their initial work and image, discarding it in favor of what may be more popular or what their record label (assuming they are signed to one) believes will be more successful. Or perhaps once an artist reaches the success they dreamed about, they shy away from what initially got them their start in favor of something more lucrative.

While this may seem like a common occurrence to many outside of the music industry, there are plenty of artists who do their best to stay true to themselves and their origins. In an interview with MEFeater, R&B artist Ilham (stylized as ilham) details her experiences growing up in Queensbridge. She found herself fascinated with various female artists at a young age, including Whitney Houston, Mya, Britney Spears—but most notably, Aaliyah. Ilham would take these influences into consideration when formulating her own style in a sub genre of R&B—alternative R&B.

When asked how she keeps her “creativity fresh” while evolving her work, Ilham responded that she was “in the real world” and that she had not lost her sense of self. She does not shy away from the struggles she has gone through, citing them as “everyday struggles, lessons and wins, just like any other human.” She further explains that, alongside her initial inspirations, her Moroccan background is interwoven in her music as a love letter to North African culture, which is also a way she retains authenticity in her work.

Interestingly, Ilham does not cite the industry as being a source of pressure. Rather, she says that it is more internal, coming from herself. She cites the deep need to get her family out of the projects as they have done so much for her. Despite this worry, Ilham keeps her head up and continues to stand out by being unapologetically herself. As the artist behind the hit “Uhm…Ok?”, she gives advice to people starting in the industry: “Please be yourself. Don’t drop anything until you truly know who you are and trust your instincts.”

Sometimes artists’ advice may sound cliché but what they say is common because oftentimes it’s the truth. In an interview with Mix One Essentials in the We Are Florida podcast, rapper BL Ratchet dove into what his own authenticity consists of. Upon being asked how he stays grounded and true to himself in an industry that is fast-paced and controlled, he responds: “Just be yourself.” He goes further into detail about how you have to suck up to an extent to “get somewhere” but emphasizes that it is necessary to let go of your ego and stick to your morals. He punctuates this with saying, “If you do something and can’t look at yourself in the mirror, you shouldn’t be doing it. It’s bigger than money and fame—you gotta live with yourself and your choices.”

In an interview with Billboard Canada, R&B and soul singer Jully Black, dives into how to hold on to a sense of authenticity as an “artist-entrepreneur”. Black explains that a lot of her growth is attributed to realizing her value. As she puts it: “You have to realize your value. If I don't see the value in it, no one else is going to.” She follows up by saying that she has always known that she was special, and that the world is “catching up.” She exudes confidence. Black goes on to explain that comparison is something that gets in the way of young artists’ progress and overall joy: “It is the thief of your identity, your uniqueness, of your joy.” She further explains that social media complicates this, bolstering people to publish their “prime time moments.” She encourages artists, particularly young ones, to be themselves, saying: “The best branding is actually being you. Everyone else is taken.” Some people feel that they need to mold themselves to fit a certain image to succeed, but being unabashedly yourself will do you better in the long run as opposed to trying to be something you are not. Trying to conform may quickly lead to one losing their passion and becoming disillusioned with their craft altogether.

Jully Black’s pushback against striving for success in pursuit of fame and money is something many artists nowadays are being more vocal about. In an interview with Brent K. Miller on Conversations With Brent, rapper SK808 shares similar sentiments. Miller states that he can see SK808 is invested in music out of a deep love for the art, not just money. SK808 cites his family as a source for keeping him humble. He says that he has seen people go from having everything to nothing, showing the fragility of one’s life circumstances and successes. His family

is with him throughout those ups and downs, creating a solid foundation and network of support. Much like Jully Black, SK808 also has gripes with the way social media impacts people’s perception. “I tell people all the time, your favorite rapper probably doesn’t have money like you think,” he says. Instead of having validation from social media, his steady sense of self is attributed to the validation from his family and knowing who he is as a person. His advice to artists can be read as telling them not to become wrapped up in seeking validation through their image within a brand, but rather to find it within themselves and their loved ones.

According to these artists, the way to lay down the foundation for a successful music venture is having an innate passion for it. Pursuing money and fame can only get you so far, as expressed by these artists in their interviews. There is also a significant push against the ever-growing and all-consuming hold social media has on creatives. While it appears that there will always be a sort of bargaining with social media, a way to stay true to yourself is undoubtedly to keep your values and surroundings in mind. To those starting out, there may be a push and pull between you (the person) and you (the artist or “product”). Yet, there are undoubtedly ways to stay authentic to who you are as a person amidst it all.