Intentionality: Branding Lessons from ‘The Supermega’

Intentionality: The Branding Lessons from ‘The Supermega’

By Sibusiso Mfeka

Branding Coach | Speaker | Publisher

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On the 11th February 2023, South Africans woke up to the shocking news of the passing of rapper Kiernan ‘AKA’ Forbes. In my yet to be published book, ‘Intentionality’ I spend an entire chapter defining what the concept intentionality means, particularly within branding as a genre of study in marketing. The word intentionality, like many other English words, is derived from a Latin verb ‘Intendere’ and it means “to point to” or “to aim at.” It is a state of mind. The Greeks use the word ‘telos’ which refers to an inherent purpose or an end of each thing. At the core of intentionality is the ability to answer the question ‘why?’ The recently laid to rest AKA was a man whose intentions were noticeably clear, especially when it came to how he built his brand. Let’s look at a few actions and decisions he took towards building his intentional brand and we can learn a few things.

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1.?Showmanship

AKA knew and understood the value of showmanship. Like many people who appreciate wrestling, we can attest that pro-wrestlers like The Undertaker, Kurt Angle, Dwane ‘The Rock’ Johnson, Brock Lesnar, Booker T and Steve Austin, to name a few are masters of showmanship. The entire WWE brand is built on showmanship. AKA knew that to build a brand that would leave audiences wowed after each performance or appearance, he needed to adopt a pro-wrestler’s mentality. He used his charm, charisma, public appeal and showmanship to achieve it. Whilst making his speech during AKA’s memorial service, the articulate Sizwe Dhlomo demonstrated this showmanship mentality as he reflected on a conversation, he once had with AKA which went something like this:

Sizwe: “what is it that you are hoping to achieve?”

AKA: “I want to be a megastar.”

Sizwe: “That sounds good, but how are you going to do that?”

?He gave him an answer so specific that he has never forgotten it. He looked him dead in the eye and said:

?AKA: “I want the mass appeal of PRO. I want the commercial viability of HHP. And I want to have the stage presence of BRENDA FASSIE.”

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Listening to this, I immediately understood that AKA was intentional in building his brand. As one of the pioneers of SA Hip Hop Music, he stopped at nothing to making sure that he assumes the number one spot, one he publicly contended for with Cassper Nyovest, Tuks Singanga, HHP, Khuli Chana and Zakwe to name a few. This happens at a time when Hip Hop is celebrating 50 years of addressing human struggles world-wide. A seasoned journalist and former editor for DRUM and Move said during our Facebook engagement; “[AKA] as South Africa's iconic brand, knew exactly what he wanted.”

Regardless of where he was and who he was with, it had to be clear that his brand was a brand like no other, you either worked with him on his terms or find someone else. Call it whatever you like, but brand building is not for the half-hearted, and AKA knew that.

2.?Activism

Brands can’t ignore society’s challenges, especially human brands. There has been so many issues in the past decade that have caught the attention of artists, entertainers and celebrities. They have come behind many movements and hashtags to raise awareness on issues facing people of colour, the poor, under-privileged communities, women etc. Some hashtags such as #NotInMyName, #EndSARS, #ZimbabweLivesMatter, and #FeesMustFall were supported by celebrities such as Ice Cube, AKA real name Kiernan Forbes, Zakes Bantwini, Dr Tumi, Boity Thulo, and the [thespian] Pearl Thusi?(Matsilele, Mpofu, Msimanga, & Lungile, 2021).

Hopewell Chin’ono, a seasoned international award-winning Zimbabwean journalist wrote, “AKA spoke out against the repression in Zimbabwe after the arrest of Jacob Ngarivhume and myself in July 2020 and he popularised the #ZimLivesMatter hashtag.” Interviewed by SABC News’ Sophie Mokoena at the Africa Media Festival in Nairobi, Kenya, Chin’ono mentioned that AKA used his platforms to articulate issues that were happening in Zimbabwe. His Tweets attested to this: “Let’s spread awareness about what’s going on in Zimbabwe…” and in another he wrote “the aftermath of [the] crisis in Zimbabwe is a crisis for South Africa in many ways….” It was becoming clear that AKA was destined for global iconage following in the footsteps of the likes of Sir Hamilton Lewis.

As an activist, AKA’s name featured in some academic articles, such as his announcement of testing positive on his COVID-19 status (Mututwa & Matsilele, 2020), celebrities changing their names to assume public brand personas (Neethling, 2018) and artists with most appearances (Vries, 2020) to name a few. He may not have set out to be a point of reference for academic work, but his impact was worth mentioning and studying.

Brand building sometimes require that one must be involved in issues pertaining to socio-economic justice, political dialogue, cultural issues and academic discussions. They may not always succeed in helping to resolve the problem, but putting their brand behind the issue can sure raise awareness and get others who can solve the problem involved. AKA knew that very well and used it to build his brand.

3.?Entrepreneurship

Talented people understand that in order to make it to the top and stay there, they have to bring the best and talented around them. AKA was not only a musician, but a businessman as well. ?

As an entrepreneur, he bought the Durban CUBA Lounge in 2020, owned Bhovamania to sell brand mechandise such as t-shirts, caps, sweaters etc., had a stake in CRUZ Vodka, and endorsement deals with brands like Reebok and Vodka. There were also discussions with Canna Trade Africa (PTY) Ltd., to produce cannabis produced products such as CBG Oils and Vapes. AKA had joined several entertainers such as Bonang Matheba, Black Coffee, Zakes Bantwini and Khanyi Mbau who knew how to use their influence to expand their brand power through venturing into several other industries.

Intentional brands diversify themselves. In an industry as unpredictable as the SA music industry, artists and performers always have to think outside the proverbial box and use their brand power to create enterprises that would strengthen their core brand.

AKA was a human being like you and I. He made many mistakes, had scandal follow him, industry beefs, and sometimes in the news for all the wrong reasons etc. At the same time, he was a father who publicly loved his daughter Kairo. It was so public that himself and DJ Zinhle launched Kairo as a brand in 2017 to be managed by her grandmother Lynn, joining a trend that Jay-Z and Beyonce, Will Smith and Jadda Pinkett followed with their bundles of joy. With all this, he knew how to build his brand with everything at his disposal, using both his personal and public life. As we think about the legacy ‘The Supermega’ is leaving behind, may we think about how we are building our brands and the actions we are taking daily. As many things begin to unfold after his burial, may his life inspire us to build better and his death cause us to reflect on the things that really matter. In the words of another fallen Hip Hop activist, entrepreneur and intentional brand builder, “War comes and goes but a soldier stays eternal” (Tupac Sharkur). May we build intentionally.

To help you understand brand positioning and other aspects of branding in any market, contact us at +27 84?325 0139 or send an email to me at [email protected]

#RIPSupermega #RIPAKA #Intentionality #IntentionalBrands?