Get Paid To Be Yourself: The Business Of Being Rashad Drakeford

This story was originally published on Forbes.com 

The dominance of digital media coupled with the rise of entrepreneurship has empowered today’s do-it-yourself generation to design the careers they want.

With technology disrupting industries, redefining business models and eliminating barriers to entry, millennials are moving away from traditional career paths and shattering the traditional way of thinking. Traditionally, despite having a relentless drive and dynamic skill set, the fear of being unfocused or spread too thin forced many young people to cap their potential. Consequently, investing everything into one profession also reduced potential impact, restricting generations from extending across industries and expanding their scope of what’s possible.

As media, marketing and culture more seamlessly intersect, the new creative class takes pride in being multifaceted and cross-disciplinary. Understanding the unique value their talents and perspective add to the marketplace, a huge opportunity has emerged for multimedia creators with a vision to become true architects of culture. They are the engineers crafting content, products and experiences influencing people’s everyday lives.

When music mogul Sean “Diddy” Combs announced the launch of REVOLT TV, his mission was clear: provide a platform for the next generation of artists and creators shaping culture. Since its arrival, the hip-hop cash kingassembled a team of multicultural, multifaceted millennials to build the first multi-platform cable music network of the digital age. For 29-year-old Rashad Drakeford, joining the movement not only presented an opportunity to make history, but also to inspire a new renaissance that could potentially define the future.

Serving as Director of Integrated Marketing, Drakeford activated  content partnerships and campaigns with a decorated list of global brands. His original series, LeadersOf The New School, celebrates a select list of young innovators raising the bar in tech, social justice, media and marketing. Drakeford also produces an editorial column, REVOLT C-Suite, highlighting rising trendsetters and thought-leaders in the music business. Drakeford’s efforts have been instrumental in developing and executing initiatives such as REVOLT 2 Vote and REVOLT For Justice. Serving as producer on the network’s live #JusticeForFlint special, the fundraiser generated over $150,000 to support the city following its devastating crisis.

In his new position as Director of Content Development, Drakeford now oversees digital and social content strategy, development and growth. Looking ahead, the millennial marketers hopes to introduce more platforms for underrepresented voices to share their stories with a global audience.

I spoke with Rashad about his business model, guiding principles and using content to create culture.

The best brands in the world aren’t companies, they’re the foundation from which great companies are born. How do you define the Rashad Drakeford brand? 

My brand is defined by hard work, authenticity, integrity, good energy and inspiration. I think the last element is most important to me. What’s the point of doing all of these things if no one is inspired or impacted positively by them? I’ve never been to a funeral where they read the person’s resume from beginning to end, highlighted the money they made, mentioned the house they bought, or recounted the ROI they drove for companies. People remember how you made them feel and how you impacted their life. I want my legacy to be based on that framework.

Who does Rashad Drakeford speak for and desire to impact the most? 

I honestly just see myself as one of the many vessels for youth culture. Each day, I aim to be an authentic conduit that helps tell compelling and impactful stories about compelling and impactful people. That’s something REVOLT has been committed to since it’s founding. We’re a platform for musicians, visual artists, designers, stylists, social activists, entrepreneurs, and authenticators of culture. We provide a platform to share their stories, point of view, artistry and creativity. I’m proud of what we have been able to accomplish thus far. From discovering new artists and producing a wide-range of documentaries, to original live programming, digital platforms and events like the REVOLT Music Conference. We keep taking risks and care about adding value to the culture.

You could be described as many things — marketer, creator, connecter — How do you describe the work that you do?  

Overall, I just want to amplify and elevate cool and impactful things. I want to see brands create impactful campaigns and activations that both resonate with and inspire youth culture. As a creator, I want to tell stories no one else is telling, from angles no one else is approaching. As a connector, it’s about bringing together people, brands, and organizations that can benefit from working with each other. Nothing makes me happier than connecting two people or two organizations, and then seeing them go on to create partnerships that literally shape industries, products and live events.

When did you realize your POV was impactful and capable of influencing your generation?  

I realized my perspective was impactful when I started experiencing executives at big brands reaching out for my advice on specific marketing campaigns and activations they were planning to launch. At the same time, I began having more cultural influencers reach out to me asking if a certain sponsor made sense for their personal brand, or if I could connect them with a particular strategic partner. When I first started receiving these requests, I would always wonder what made me the qualified voice they trusted. With more experience and understanding, it makes sense and I see it as a blessing to have my peers respect my point of view enough to reach out and involve me in the development of their careers.

What have been the key components of building your career and how have those factors transitioned throughout your journey?

The two consistent themes I’ve hung my hat on thus far are: stay true to yourself and never get outworked. In regards to the first, no matter the job, I must be able to go home, look in the mirror and be proud of what I see. Regarding the second, there are certain things you cannot control throughout your career, but the one thing you always control is your work ethic. No one should ever outwork you, and there’s never an acceptable excuse.

From the rise of bloggers and social media stars, to today’s disruptors and cultural voices–how has the relationship between influencer and brand evolved? 

Before social media, traditional ads typically fueled the brand conversion funnel. The 30-second ad was pretty much a “spray and pray” tactic. The belief was that such ads would lead to awareness, trial, conversion, and ultimately drive brand loyalty. While these traditional tactics are still used to generate brand engagement, the paradigm has shifted. The conversion funnel now looks more like an engagement spiral. In the digital age, brands have to actively participate in culture, engage consumers through compelling content, and build authentic relationships with consumers to organically expand their reach.

Branded content and experiential marketing are primary ways brands seek to connect with multicultural audiences. How should they approach authentically engaging millennials?

In order for brands to deliver on this engagement spiral, the first thing they must do is find ways to participate in culture. Brands no longer want to use ads as a way to simply support the story or conversation. Through branded content and experiential marketing, brands want to be a pivotal part of the story or conversation. What better way to join the story than by teaming up with the people who are already telling it? That’s where the rise of the social influencer came in. Influencers are the gatekeepers to the culture and brands want to borrow equity from their influence to drive products, campaigns and experiences. Brands that can find the win-win scenario will be the champions in this new engagement spiral.

You say the influencers have the power and influence. How should creators approach collaborating with brands and advertisers today? 

As this paradigm shift continues, creators and influencers have to protect their magic and approach brand opportunities carefully. People follow and engage an influencer for a reason, often rooted in a level of authenticity, thought leadership or common interest. Every brand opportunity has to make sense, aligning with who you are and what you stand for. It’s critical to partner with brands you genuinely admire and like. That will make partnerships one-hundred times more effective. In addition, influencers shouldn’t always step into meetings trying to get the biggest check possible. Sometimes, the win is entering into a true partnership in which you take less upfront money, but the brand is willing to invest in other ideas you have. Lastly, if the opportunity appears to be inauthentic, your followers will hold you accountable, running the risk of losing the credibility you worked so hard to earn. The best advice I can give is always be true to yourself.

You’ve developed partnerships and campaigns with many of the biggest brands in music and media -- How should big companies approach connecting and influencing today’s generation?

Have truth as the foundation of your brand. Have a relentless passion to tell the truth and be authentic, even when it’s not convenient. In the words of Steve Stoute, “Become comfortable with being uncomfortable.” The biggest problem brands face is being seen as inauthentic, which is very hard to recover from. It’s also imperative to listen to youth culture. So many brands want to start and drive conversations, but many of the best products, partnerships and campaigns come from listening to the consumers and shaping initiatives around the insights you discover. With big data becoming even more prominent, companies can now leverage droves of insights to measure and optimize consumer engagement, retention and performance. Big data shouldn’t replace authenticity or conversations, but rather support them. That’s the true winning formula.

We’re experiencing a shift where talented creators are using content to design culture. What role does the new creative class play in reshaping society? 

As you ask this question, the first thing that jumps out in my mind is the iconic 1997 Apple AAPL +1.97% ‘Think Different” advertisement. Creatives have always been the shapers and leaders of society and culture.  This class of creatives is no different – whether it’s STEM, the arts, education, healthcare, music or fashion — they are the ones who will continue to bend the arc of the universe. 

Establishing and cultivating great relationships is important in any field, and something you’ve mastered. What are they keys to building meaningful connections?

Great question. When I talk to younger people, some approach me and say, “I want to network with you.” I sill don’t fully grasp what “networking” means. Networking just sounds so transactional. The key is building a two-way relationship that is give and take. Build with people you genuinely connect with; people who are invested in seeing you win, and vice versa. When someone is invested in your success, they will go the extra mile to get you to the finish line.

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