# Quick positioning lessons from popculture #1


> Addison Rae from tiktok dancer to alt pop princess

**Published by:** [reka](https://paragraph.com/@reka/)
**Published on:** 2024-10-28
**Categories:** brand, positioning, marketing
**URL:** https://paragraph.com/@reka/quick-positioning-lessons-from-popculture-1

## Content

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. Originally posted in this tweet: reka @reka_eth 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… 26 21:03 • 28 Oct 2024

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