“The aim of art is to represent not the outward appearance of things, but their inward significance.”—Aristotle
DRAKE
Drake is renowned for crafting some of the most successful and influential hip-hop and pop music. His music strikes an emotional chord with his fans. In an interview, he said, “I create music at a different pace than everybody else, and I think I would attribute that to the fact that in order to get in there and really make something, it has to have some emotional value.” One of his key strategies for achieving this is infusing his lyrics with themes of personal growth, relationships, and challenges. He strictly writes from his personal encounters and struggles but communicates them in a way that speaks to the universal experiences of his listeners.
Drake creates his relationship with his fans through his art. He doesn’t speak much about his personal life to the public outside of his lyrics. For his audience to understand who he is, he methodically creates meaning in his work.
When rumors leaked that Drake had a baby, social media attacked him for hiding that he had a kid. Drake didn’t take interviews or post on his social channels. Instead, he released a song called Emotionless and rapped one line that silenced all criticism: “I wasn’t hiding my kid from the world, I was hiding the world from my kid, from empty souls who just wake up and look to debate. Until you’re staring at your seed, you can never relate.” Drake’s lyrics allowed people to understand the deeper intentions behind his actions. It showed that his actions were a deliberate form of fatherly protection.
While many mainstream artists prioritize making their songs catchy, Drake prioritizes encapsulating relatable moments and meanings. For instance, in his hit single Marvin’s Room, Drake sings about using alcohol to cope with his breakup. He captures the impulse to reach out to an ex-partner, resonating with anyone who has ever struggled through a painful heartbreak. Similarly, in God’s Plan, Drake tackled the subject of gratitude and the significance of giving back. In the music video, he donated $1 million to various people, charities, and organizations in need. The lyrics resonate with listeners who desire to utilize their blessings to help others.
Drake’s exceptional talent weaves profound meaning into music and pulls in a broad and diverse audience. It’s the foundation of his career. By tapping into universal themes and experiences, he creates a sense of empathy and understanding that connects with his listeners at a personal level.
CREATING WITH A DEEPER MEANING
Seth Godin, the Godfather of Marketing, said, “People don’t believe what you tell them. They rarely believe what you show them. They often believe what their friends tell them. They always believe what they tell themselves.” It’s a simple truth. If a marketer can get a person to tell themselves a story about a product, with themself as the main character, the person will buy and share that product with their friends.
Creativity works the same way. The deeper you make your message, the more it speaks to your audience’s core being. Your music can calm someone before they walk out on stage to make a speech, or your painting can offer comfort to someone dealing with loss. These deeper connections allow your creations to etch stories into the minds of others.
Your audience will see themselves in your art, right at the center of the story. When you achieve this level of relatability, your audience becomes your greatest advocates. They’ll enthusiastically recommend your calming music to a friend that’s nervous for their first performance or your comforting painting to pick up a friend when they’re feeling down. Your art acts as a medium others can use to transfer emotions, advice, and ideas they may struggle to express themselves.
SYMBOLISM
Throughout human history, we used symbols to transfer knowledge and deeper ideas in an easily understood and memorable way. Ancient Egyptians painted hieroglyphic symbols on the walls to tell stories. Religions rely on symbolism to spread their beliefs and values. The Christian cross serves as a reminder of Jesus’ death and resurrection. The Om is a symbol in Hinduism that represents the three states of consciousness and the fourth state beyond the physical world. Businesses like Nike and Apple use symbolism to build brand messaging and loyalty. Symbols are found everywhere in every culture for one reason: They work.