Doechii.
What exactly sets her apart, especially in an age of GenZ virality and short-lived fame?
Doechii is everywhere right now.
Some love her. Some not so much.
From industry plant accusations to yet another viral YouTube and TikTok trend where everyone is dancing to her song Anxiety, here’s why I think Doechii is doing so well from a brand strategy standpoint, despite what critics say:
People say it’s because she has relatable storytelling and vulnerability in her lyrics, but in all honesty, so do other artists.
What exactly sets her apart especially in an age of GenZ virality and short-lived fame?
Because let’s be real, most viral moments burn out just as fast as they blow up.
We see it all the time: an artist trends on TikTok, racks up streams, maybe even lands a record deal, and then… silence.
The hype fades, and audiences move on to the next big thing.
But Doechii? She built something that sticks.
She set a strategic foundation without even knowing it.
Today’s newsletter will dissect:
Her youtube channel
Hero’s journey
Tiktok artists and consumer expectations
What brands can learn from her strategy
YouTube played a huge role in her brand identity and I don’t think at the time she realised what she was doing.
If you scroll all the way back to her old videos, like I did, you’ll find the same Doechii with the same personality, which is refreshing. Right now, consumers are more skeptical of public figures, especially after the influencer confession videos surfaced when people thought TikTok was going to be banned. It's clear that audiences are tired of wondering whether someone is just playing a role or being genuinely themselves.
You see her growth from moving out, hating her job, getting fired, to creating music in her bedroom. She's taken us on this, I suppose, beautiful journey of growing with her. Everyone loves a hero's journey, and that's exactly what she's handed us on a silver platter.
A hero's journey is the beginning, middle, and end of a story, or as I like to call it: the origin story, defining moment, and the transformation. It’s one of the most powerful tools in storytelling for obvious reasons.
The beginning for Doechii was, of course, being the everyday Black girl next door with a dream (instantly she is relatable).
The defining moment, I would argue, was actually getting fired. This was the moment where she could decide to either go all in or to quit. She chose to go all in on her music and, I quote, believed that despite everything she would be be "fine."
This could be considered inspirational by her audience because, let's be honest, a lot of people want to quit their jobs or finally take that big leap, but how many people do it?
And then the transformation is what we’re seeing now.
The hero's journey taps into a really important part of human psychology, our love for struggle.
People are hardwired to connect with stories that have a clear beginning, middle, and end, as they mirror the challenges and victories we face in our own lives.
Her story is structured in a way that is easy to follow and emotionally rewarding, making it compelling for her audience to root for her.
Brands can capitalise this by creating long-term partnerships with influencers or artists who also have a compelling story to share. This creates a shared emotional experience that deepens brand loyalty.
In other words, the influencer who’s doing the millionth fashion haul without letting us into their real life will no longer cut it.
Why does this all matter?
Her journey from everyday struggles to success makes her relatable. This is a form of social proof where her audience feels like they are not alone in their challenges.
And from a data perspective research from Stanford University shows that stories are 22x more memorable than facts alone. If your brand’s message is embedded in a compelling story, people are far more likely to engage and remember it.
Doechii’s fans aren’t just hearing her story, they’re seeing their own story mirrored in hers. They feel like they can achieve similar success.
Now, you might be wondering, "How is this relevant to me?" Well, when brands are partnering with artists or influencers, they need to keep these points in mind.
Here are three lessons:
Studies show that brands who use emotional storytelling experience a 17% increase in sales (Harvard Business Review).
Brands already doing this well?
Topicals, who regularly work with all our favourite Black influencers.
Nike, their partnerships with athletes like Serena Williams and Colin Kaepernick go beyond endorsements, they tell powerful stories of perseverance and purpose.
Peloton, their marketing is less about bikes and more about the transformation of their users, strength, resilience, and discipline.
Glossier, they built a cult following by making everyday women the heroes of their own beauty journeys, rather than using traditional celebrity endorsements.
Just like Doechii maintained a consistent presence across platforms, it’s important for brands and influencers to align their messaging. Brand consistency builds trust with the audience. Sprout Social found that brands with consistent messaging see a 23% increase in revenue. By maintaining a consistent story and message across platforms, consumers are more likely to engage and trust the brand’s message.
To sum it all up, Doechii’s success isn’t just about virality or industry backing. It’s about intentional storytelling, brand consistency, and emotional connection.
Her journey mirrors the aspirations of her audience, making her more than just an artist, she’s now become a movement.
Brands looking to replicate this level of engagement need to move beyond surface-level partnerships and invest in stories that appeal on a human level.
At the end of the day, people don’t just buy products or stream music.
They buy into stories, identities, and communities.
And Doechii? She’s pretty much nailed it.
Will you?
Until next time, keep listening, keep learning, and keep evolving.
And make sure you digress often. Curiosity is key to winning in this game.
Charlotte
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