Building a brand feat. Late90s - The importance of branding, authenticity and social media presence in the music industry

Behind every business, artist and empire is a strong brand.

Derick and Danny Mensah, commonly known as Late90s (@late90sofficial), is a Canadian-based music, fashion and entertainment collective. The brothers began making music at a young age, releasing their first single in 2017. Late90s has since evolved into an all-around entertainment brand.

This episode is a wide-ranging discussion about branding principles that can be applied to any business model - including finding a balance between authenticity vs. aligning with market trends, scaling a social media presence, the importance of investing time & money into the craft you love, and the role of collaboration in the music industry. Stay tuned until the end for a special surprise: Late90s talk marriage and the pros & cons of dating a rapper.

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