In celebration of originality
Lessons on creativity from Tyler, the Creator.
Hey honeys and hustlers,
The sounds of Dreamville Fest still linger in the air this morning. This past weekend, Raleigh held one of their two music festivals, created by none other than J. Cole. While the Fayetteville native is dear to my heart, he’s not the only artist to create and curate a music festival. For everyone who voted for an eccentric rapper to be our next founder profile, your wish is my command.
Tyler, the Creator celebrated his 33rd birthday last month, and no, this isn’t your reminder to grab Camp Flognaw tickets. His career as a music artist has already had many stages, and he’s showing no signs of slowing down. I’ll admit, I didn’t like Tyler, the Creator early on in his career. He was homophobic, violent, and misogynistic in his lyrics - not what I’m trying to hear when Odd Future (his alternative hip-hop collective) had other artists like Frank Ocean, The Internet, and Earl Sweatshirt with a much broader range. Much like the artists of Odd Future, Tyler, the Creator has made a wonderful transformation over the years, personally and creatively. We should all contact Beyonce’s florist and send Frank Ocean some flowers immediately as a thank you. At multiple points in his career in the public eye, he’s faced scrutiny for what he’s said and done. Being a talented, prolific creator doesn’t always translate to being a likable person.
In light of his birthday, I thought we’d take a look at
Tyler, the Creator’s blueprint for creative development
How Tyler’s personal development shaped the new era of his creative career
12 ways to grow your creative business in 2024
Odd Future
Unlike most artists, Tyler, the Creator didn’t rise to fame following the release of a viral song or album. His first taste of notoriety came from the formation of Odd Future in 2007. Tyler, along with his friends and fellow artists, formed the group, which initially started as a way to showcase their individual talents.
Odd Future gained significant attention through their self-produced music, mixtapes, and online presence. If you were on Soundcloud in 2016, you know what I’m talking about. Tyler played a pivotal role in shaping the collective's identity and sound, contributing to their rebellious and unapologetic style. The group's DIY ethos and distinctive approach to music garnered a dedicated following, catapulting Tyler and his counterparts into the underground rap scene. These collaborations not only demonstrated Tyler's versatility as an artist but also allowed him to explore different genres and experiment with new sounds. His ability to seamlessly blend his unique style with other artists' visions has resulted in some of his most memorable and acclaimed work.
Impact on Hip Hop
Following the release of his debut album in 2011, Tyler won the MTV Video Music Award for Best New Artist, solidifying his status as a rising star. He has also been recognized with Grammy nominations for his albums "Flower Boy" and "Igor," winning the Grammy Award for Best Rap Album for "Igor" in 2020. Each of his albums feels different as he’s known to adopt different alter egos and personas to express himself creatively (seen expressly in his stage performance outfits and music videos). These masks often provide a veil of protection and allow him to explore different aspects of his identity (like his queerness). Behind these masks lies a complex individual who grapples with personal struggles and navigates the challenges of fame and public perception. His vulnerability and introspective approach in albums like "Flower Boy" and "Igor" showcased a more mature and introspective side of him, leading to a broader appreciation of his artistry and a reevaluation of his public image.
Tyler has also been known to address criticism head-on, engaging in dialogue and expressing a willingness to learn and grow as an artist. He has shown a capacity for feedback reception and growth, which has allowed him to navigate controversy while remaining true to his artistic vision. Over time, Tyler's lyrical content has evolved, becoming less reliant on shock value, and addressing topics such as love, self-discovery, and mental health.
Addressing critical topics doesn’t stop at his artistic career. He’s addressed the lack of promotion from younger artists (shamelessly promote your work!), the lack of inclusion in hip-hop artist coverage by Rap Caviar, promoting gay pride through his fashion line Golf Wang (I wouldn’t buy the shirt but I can appreciate the message he’s trying to send), and embracing his contributions to the fashion world (recently collaborating with Pharrell).
Make your pain centers your growth centers
Tyler, the Creator is a person who deals with immense personal strife, at least from what I can see and hear. But instead of allowing his thoughts to become negative habits, he releases them through his various creative outlets. When I think of creative collaborations that “make sense,” I often look to people doing similar things, rather than things that are completely different in the way that Tyler did. Challenging himself in that way early on and throughout his career, undoubtedly shaped his range as an artist.
Tyler has also created space in his life to pursue other passions outside of music, like fashion. A nail polish, a clothing line, and a fragrance – does he sleep?! Oddly, I think he does. Because he’s built an incredible support network of people who push him to be better, not just for them, but for himself. Seeing Frank Ocean come out as bisexual, release an album, and then immediately go on hiatus to take the time he needed for himself sets the standard for what Tyler may have imagined possible for his career.
TL:DR: Push yourself to try other creative styles in your niche. Learn from and collaborate with the people around you. Surround yourself with people who are doing things differently. Own your sh*t and market yourself when nobody else will. Be willing to explore different perspectives and evolve your perspective. If all else fails, listen to some Tyler, the Creator, slap on a blonde wig with a bob cut, and get in your bag.
I’m rooting for you, so I’m going to share some tactics to help you get started.
Move the Needle
It can be easy to say that growing a creative business comes down to consistency, enjoyment, and daily engagement. In my first solo episode on Honey & Hustle, I’m sharing actionable tips to level up your creative business this year. Drawing from my own experiences and insights from the successful entrepreneurs on Honey & Hustle, discover practical strategies for building community, boosting revenue, and growing your brand this year. You can watch it below.
You can also listen on Apple Podcasts.
Should I do more solo podcast episodes? Let me know in the comments or reply to this email.
Beyond the Post
More and more audio-only podcasters are embracing video podcast formats, and I’m happy that I got to be a part of that transition with the creators of Beyond the Post. I was a guest on this new show co-hosted by Robb Dunewood and Bodie Grimm. I love the co-hosted podcast format, and I think their chemistry as hosts is amazing. We talked about:
the importance of being a service-based freelancer to accelerate learning and growth in the era of “content creators.”
social audio and indie creator networks, exploring their potential impact in 2024.
long-form content and the impact of newsletters
my secrets to balancing creativity, entrepreneurship, and personal life (and if my secrets actually work!)
You can watch our conversation below.
You can also listen to it here.
Thanks so much to Robb and Bodie for having me on the show!
I hope you all have the best week ever, on purpose. Please Hustle Responsibly,
🤙🏾✨
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