# Quick positioning lessons from popculture #1


*Addison Rae from tiktok dancer to alt pop princess*

By [reka](https://paragraph.com/@reka) · 2024-10-28

brand, positioning, marketing

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She shot to fame 2019 and amassed 80M+ followers (real or no its still a lot), mostly from dancing to trending audios, became one of the highest paid creators on the platform. 

Stopped taking some influencer deals and focused on what would a famous person do. 

(where want to be >> where you are)

Started to associate in an almost seemingly forced way with more traditional celebs like the Kardashians and Hailey Bieber.

Drops a single, flops.

Goes to the Met gala, flops.

Starts acting, flops.

People could not change their perception of her because she was only a "talentless tiktok star". 

Years later in 2024, she has rebranded. 

\- Seen with friends from  more alternative and fashion circles, 

\- Features on Charli XCX's album of the summer Brat, goes viral

\- Goes to the VMAs in daring fashion, goes viral

\- Leaks two of her singles on Tiktok probably on purpose (debated), goes viral

\- Releases her single Diet Pepsi that shoots into global top 100

\- Drops a new song+video working with niche inconic directors, stylists, choreographers, goes viral

She repositioned herself by strategically tapping into an edgier, more alternative, audience. All parts of the rebrand: association, features, collaborations, style, apprearences are insanely calculated yet come off as authentic. 

I do find it interesting how grabbing every aspect of herself and making it strategically aligned with the queer community is how she became a pop princess. We have seen this recipe work before many times (lady gaga, kylie minogue, even charli) so it makes sense it worked out lol.

Lessons:

\- act based on where you want to be positioned not where you are

\- associations mean a lot

\- details that align with the target audience are crucial to feel authentic and get acceptance

\- exposure to adjacent audiences in your target market give legitimacy

\- there has been longer periods without output, silence intentionally is golden

Her case is one of the most impressive pieces in brand marketing in a while. Carefully planned and executed, she has selected her team professionally, everyone is aligned as they dance this dalicate dance with culture.  
  
  
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Quick positioning lessons from popculture #1  
  
Addison Rae from tiktok dancer to alt pop princess  
She shot to fame 2019 and amassed 80M+ followers (real or no its still a lot), mostly from dancing to trending audios, became one of the highest paid creators on the platform.  
  
She…

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21:03 • 28 Oct 2024

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*Originally published on [reka](https://paragraph.com/@reka/quick-positioning-lessons-from-popculture-1)*