I’m not a huge Lil’ Wayne fan, but he sure knows how to scale. His career is a good example of taking a campaign that’s already working, and turning it into an absolute monster. Here’s how he did it.
In 2008 alone, Lil’ Wayne rapped on over 100 hit songs with many being top-20 hits. source: VH1 Behind The Music
See that, 100 songs in a single year?
The thing that works well for Lil’ Wayne is simply guest-rapping on other people’s tracks. So he does it a lot. He scales it BIG.
He started scaling so big that it was impossible NOT to notice him – he was everywhere. When your favorite artist came out with a new song Lil’ Wayne was probably rapping on it.
And that is the key to his marketing success. The more songs Lil’ Wayne collaborates with other artists on, the more fans end up becoming his as well. And when he finally releases his own albums, he does huge numbers.
Wayne doesn’t stick to collaborating with just hip-hop artists – he is rappin’ on pop and dance albums as well, exposing himself to new markets of listeners. People who don’t even like or listen to rap may like Lil’ Wayne since he is working with their favorite artist.
What is the result of all of this? Today he is one of the biggest stars on the whole planet. He took a small campaign, scaled it up to big leagues and hit it out of the park. Bill Gates status.
Marketers should take note because the concept of scaling is how you graduate from marketing noobness. It’s as simple as finding something that works for you and multiplying the idea. Like a formula. In Lil’ Wayne’s case, the only element he changed up in his campaign was the artist he was working with.
You can scale your keyword lists. You can scale your traffic sources. More converting ads + more eyeballs. Are you getting it? If so, here are a few posts I recommend you check out: