Although the industry is constantly changing, dominant revenue streams are coming from proper and frequent licensing, consistent touring, and then the ever so important sponsorship deals/brand partnerships.

Every year Forbes releases their annual Hip Hop Cash Kings list and after it is out, there is always a spark in conversation surrounded around the entrepreneurial essence of hip-hop. In case you missed this year’s list released a little while ago, Dr. Dre landed the number one spot with $620 million, with Diddy and Jay Z following with $60 million and Drake right behind them with $33 million.

All of these Cash Kings are not only, obviously, talented entertainers, but have a diverse list of business ventures, partnerships, and investments under their belts that played a major role in their annual earnings and overall net worth.

Making sure artists are fully capitalizing on opportunities and have a diversification of investments is crucial, but aside from an esteemed business acumen, those opportunities steam from one thing; brand value. Partnerships many times are a result of positive brand perception and perceived value that will in turn result in an arrangement that is mutually beneficial.

One thing that is crucial to acknowledge is that while these people are creating music, they’re really selling a lifestyle, and the music at times is just the soundtrack playing in the background that pulls you in. People are drawn to the energy these artists exude and the lives they believe they’re living. With that perception comes value, and with value comes opportunity.

Whether you are a college student or a rap star, it is important to convey a consistent brand perception that mirrors that types of opportunities you want to attract:

Determine exactly what it is that you want to do. While this might change later on, it is crucial to have a vision to build goals & attainable results around accordingly.
Create a list of what you bring to the table to begin to build confidence in your value.
Begin to craft and share content that is reflective of your personal interests & engage with those within the social sphere.
Be consistent & remain true to yourself & your personal brand.

Lean as much as you can. Grow each and every day. Establish a niche. Solidify your spot. Everything else will follow.

Shout out to @ChaseNCashe's tweet for the inspiration "Brand up to get them bands up or else be the cool broke guy nobody does business with."