The brands I admire the most are the ones that truly move me. The brands that really make me feel something. That’s why my first brand spotlight is less about a single brand name, and more about a creative soul who’s managed to permeate a number of industries and art forms.
While early on, many would have assumed that Tyler, the Creator was simply a wild young rapper looking to shock the masses, there were many of us that recognized him as the artistic visionary that he is. In the 8 years since the release of his first mixtape, “Bastard”, Tyler has built a die-hard fan base and an empire that many couldn’t have even imagined. Once upon a time I would have called Tyler, the Creator the artist, and I would have considered Odd Future his brand. But as time has passed, he’s established himself as nothing less than a force to be reckoned with in nearly any industry he chooses.
The Music
The music is really the heart of all this. Of course you might think; duh…he’s a rapper. But really it’s not the lyrics (although the flow is most definitely fire), it’s his amazing ability to assemble a song and then an album, that keeps fans waiting on the next piece. Make some time to listen to a few of Tyler’s interviews; the man is undoubtedly passionate about music as a whole and there isn’t a single production decision that isn’t clearly thought out. It’s obvious.
Tyler’s music is distinctive, but for the most part, he’s proven to be a chameleon when it comes to his sound. Releases like the remixes to Trouble’s “Bring it Back” or Jay Z’s “4:44”, gave people who might have been sleeping a chance to hear something they probably wouldn’t expect from Tyler and the die hards everything they love about the musical genius. Listen up for his song featured on the newest “How the Grinch Stole Christmas” soundtrack. He’s everywhere.
The Clothing
It started with Odd Future. The manifestation of the fun Tyler and friends were having paired with a blatant effort to create pieces that Tyler, his friends, AND his fans would want to wear. From t-shirts to button downs, to beanies and dad hats, the Odd Future brand was providing looks you just couldn’t ignore. The deal with Vans solidified it. Odd Future, and Tyler, were no longer just about a sound and antics, this was a movement...an aesthetic...a vibe.
By 2010, Tyler had launched Golf Wang, aka Golf. Originally launched with the infamous “store on Fairfax”, Golf was Tyler’s more serious entry into the fashion industry. The same bright colors and bold patterns were still there, but now the pieces have evolved. You can find Golf coats, button downs, polos, and Tyler’s even designing his own slacks. Enter Converse...
The Shoes
Skateboarding and skateboard shoes have been a part of the Tyler, the Creator and Odd Future brand since the very beginning so it’s no wonder they secured a partnership as soon as the first album dropped. The Odd Future classic style Vans were only produced in limited quantities and size runs and only available for purchase from a very limited amount of retailers. The exclusivity of the shoes made them much more valuable than their under $100 price tag and attracted skateboarding teenagers and dedicated sneaker collectors alike.
Tyler’s initial success with Vans was impressive, so his newest partnership with Converse was met with a lot of anticipation. Tyler’s initial drop of the Golf La Fleur Converse One sold out before the first hour was over. Every drop after was basically the same. The shoes are much less wild than the OF Vans, more aligned with the classic aesthetic of the Golf clothing line. These shoes might seem simple, but Tyler has made sure to add in specific details like lyrics along the sole of one edition and album artwork in the insole of another. These are details that only the wearer could really see, something I’m personally obsessed with in sneaker design.
The Festival
Tyler and his team even created their own annual music festival, or “carnival”, as it’s named. It’s called Camp Flog Gnaw. Held in the fall for the past 6 years, the festival has continued to grow in size and the line up has evolved from Odd Future and the hottest underground artists, to now including legends like Ms. Lauryn Hill. Camp Flog Gnaw isn’t just a bunch of crazy kids in a park listening to rap, the festival is becoming a valuable part of the culture, competing with yearly events like Coachella. But who doesn’t love 2 full days of great music and carnival rides? Why wouldn’t you want to be there?
The Videos
It started with a cockroach.
Not really. But the “Yonkers” video definitely is responsible for Tyler’s ascendance into the mainstream. Yonkers was a great song by itself, but paired with a visual of 17 year old Tyler Okonma eating a giant cockroach and subsequently vomiting on screen, it was a true hit. Then he pretended to hang himself at the end...and they played it on cable. There was no doubt that Tyler had set out to make a lasting impression, which he has continued to do...for better or for worse.
But much like everything else Tyler touches, the videos have evolved over time. Every visual for Tyler’s songs is a complete work of art. From the colors to the clothes, each video puts viewers right into the world that exists in Tyler’s imagination.
The Production
Most people know Tyler, the Creator is a rapper, but I’m pretty sure he doesn’t get the credit he deserves as a producer. Not only has he produced all of his own albums and singles, he has producing credits on work by artists like Mac Miller, Kali Uchis, Pusha T, and Schoolboy Q. Again, listen to the man talk about music. He truly and honestly loves what he does. His sound is pretty consistent, but it’s unique and definitely creative. Oh yeah, look out for Tyler’s alter ego, Wolf Haley on production credits as well.
Films and TV
Another real creative passion of Tyler’s is film and television. A cartoon lover and one of Wes Anderson’s biggest fans, Tyler’s referenced many a TV show or movie in his raps and even used them as inspiration for his music videos. Most recently, Tyler used his single “See You Again” with Kali Uchis to pay homage to Anderson’s distinct visual aesthetic.
Tyler’s love of comedy and fun made him and his friends a great addition to Cartoon Network, and their sketch show “Loiter Squad” will probably live on forever through the memes it gave life too.
Now, Tyler’s venturing in to more robust on-screen endeavors with projects like his Vice series, “Nuts & Bolts”. Even while exploring the creation of some of his favorite things, Tyler is hilarious and keeps every scene interesting. Think Discovery Channel that you actually want to watch...with inappropriate jokes. I’m sure it goes without saying, I can’t wait for a Tyler, the Creator feature film.
Hate him or love him (if you hate him, no one cares), Tyler, the Creator is truly just that...a creator. In so many ways. As a creative, it’s truly inspiring to see a young black man present his vision and ear to the world in so many ways without worrying about how people will interpret it, and actually have it work. Tyler made his personal aesthetic a brand, something only very few have mastered. Great brands can carry a specific identity, but to translate that identity across so many different mediums and really leave behind work that people love in each one is something people don’t really even TRY. You don’t have to like what Tyler creates... but you should definitely respect it.