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Just because you’re creative doesn’t mean you can’t think strategically. That’s something Katy Perry proves with every hit single, every sold-out tour, and every buzzed-about fragrance launch.
In her recent cover story on Forbes, the “California Gurls” singer discussed how she views herself as an entrepreneur, explaining how she doesn’t just write about whatever’s on her mind, hoping it will resonate. She also thinks about what’s on other people’s minds, taking the temperature of her potential audience before putting pen to paper.
The breakout single that helped put her in the public eye (“I Kissed A Girl”), is the perfect example:
“People were talking about bisexuality a lot that year and also talking about sexuality being fluid,” she told the magazine. “It was zeitgeisty. It was me taking everybody’s conversation and funneling it into a song.”
She bypassed fast-money publishing deals in favor of keeping the rights to the songs she wrote, and carefully chose to take equity in certain brands she loved rather than getting paid to star in their commercials (like Popchips).
When invited to perform at the Superbowl, Perry didn’t release a new single or use it to launch a tour: She saw it as a branding moment, to catapault her name into more households. After all, she already has a documentary, multiple perfumes, and three albums for people to check out. In a world where everybody’s selling something to you all the time — you just have to wait long enough for the “ask” at the end of their spiel — thinking critically about when to promote a product and when to simply put yourself out there can make a huge difference in how people perceive you. The show didn’t smack of ka-chings (though maybe it inadvertently did for Left Shark). It just elevated Perry to that league of big-time, in-it-for-the-long-haul performers. With every move, it seems Perry’s continually asking: What will resonate with people? What has lasting value? What are people craving right now? Her singles can be a-moment-in-time, fast hits, but her image — her brand — is in it for the long haul.
This post is part of Life Between Weekends’ Tuesday Takeaway series. Every Tuesday, we’ll share the most compelling insight we’ve gleaned from a book, movie, tour, documentary or article to inspire you during the workday.
Photo: Forbes