The Architect and The Alchemist

The Kings of The New School: How Brand Identity Plays a Key Role in Rema & Asake’s Marketing Strategy

In today’s Afrobeats scene, few artists embody the fusion of music, fashion, and brand identity as powerfully as Rema and Asake. Both artists have not only crafted distinct sonic identities but have also turned their visual and fashion sensibilities into extensions of their personal brands, positioning themselves as global culture shapers, not just hitmakers.

The New Language of Identity in Afrobeats

Afrobeats has always been more than music, it’s an expression of identity, confidence, and cultural pride. But with Rema and Asake, that identity isn’t just heard; it’s seen. Their aesthetics go beyond surface-level styling; they tell a story of where they come from, how they see themselves, and how they want the world to experience Nigerian music. From the “New Wave” aesthetic of Rema to Asake’s street-luxury Yoruba (Lungu Boy)  fusion, both artists have used fashion and visual storytelling to define what it means to be a modern Afrobeats superstar. As marketing strategist Franklin Ozekhome once said, “You can’t separate art from brand. What you wear, how you move, how you speak, it’s all part of your identity system.” And in the era of visual consumption, identity systems have become the new marketing assets.

Rema: The “Rave Lorde” as a Brand

When Rema was outdoored by Jonzing World and Mavin Records, he introduced a new vocabulary for Afrobeats, the “New Wave.” His brand was defined not just by his genre-bending sound but by a visual universe that blended anime, streetwear, and Afrofuturism.

In interviews with The Line of Best Fit and i-D Magazine, Rema described himself as “the bridge between the street and the divine.” His early red-beaded look, leather pants, and gothic undertones weren’t random; they created a strong brand differentiation. He wasn’t trying to fit into Afrobeats; he was expanding it.

Fashion as storytelling: From his Rave & Roses album visuals to the HEIS world tour aesthetic, Rema’s image has consistently been curated to signal evolution. Each era introduces a new character; Rema the lover, Rema the rebel, Rema the Afrobeats Saviour.

Marketing KPIs that show brand impact:

● Over 1.5 billion Spotify streams globally.

● “Calm Down” became the first African song to reach 1 billion Spotify streams and charted on Billboard Global for over 100 weeks.

● Collaborations with global fashion and tech brands like Jordan, Puma and Beats by Dre, each reinforcing his futuristic-yet-African persona. Rema’s genius lies in controlled evolution which sees him reinvent without confusion. As a result, his brand maturity mirrors his global ambitions by positioning him as both a musical and cultural export.

Asake: Yoruba Street Luxury and the Power of Cultural Familiarity

While Rema built mystique, Asake built relatability. His rise to fame redefined how “local” can scale globally without dilution.

From his Yoruba-laced lyrics to his traditional braids and agbada-inspired streetwear, Asake turned cultural authenticity into a luxury aesthetic. Every performance outfit from his signature green military aesthetic to his bold jewelry speaks to a visual philosophy: success that still feels “homegrown.”

Fashion as brand extension: Asake’s style evolution from local performer to global superstar reflects the journey of a Lagos boy who made it big but never abandoned his roots. His 2023 ‘Work of Art’ tour outfits combined Yoruba motifs with global streetwear, bridging tradition and trend. Fast-forward to 2025, Asake’s spotting office formal looks with bespoke tailored suits as seen by his appearance in the “Getting Paid” video and his Red Bull Symphonic Orchestra performance.  Asake’s style has evolved so much as encompassing his hairstyles. Whether it’s his signature dreadlocks spotted during his breakout year, or perfectly lined up baby-locks era, or his permed blue-dyed hair, or his low cut fade, to his now “2 pac-esque look.”   

Marketing KPIs that reflect cultural branding success:

● Asake’s Mr. Money With The Vibe became the highest-charting Nigerian debut album on the Billboard 200.

● Sold-out O2 Arena in London (almost $2 million in ticket value).

● Brand partnerships with Parimatch, El Blunto (GIRAN cannabis line), and YouTube Music, each rooted in his street-luxury identity.

Asake’s success proves that localisation, not Westernisation, can drive global appeal when done with intent and consistency.

Brand Consistency as a Marketing Strategy

Both Rema and Asake understand something many brands overlook: consistency. This builds trust, authenticity and drives loyalty.

In marketing, consistency doesn’t mean repetition, it means coherence. Their sounds and style evolve, but their stories stay intact. Every brand collaboration, from Rema’s Beats by Dre partnership to Asake’s fashion collaborations, feel like a natural extension of their artistry and not an imposed endorsement.

It’s why fans don’t just stream their music; they buy into their personas. This is the holy grail of cultural marketing when your audience becomes an extension of your story.

The Marketing Lessons

1. Visual Identity is Strategy, Not Styling: Every brand whether personal or corporate, needs a signature aesthetic that communicates its values before a single word is spoken.

2. Cultural Authenticity Wins: Rema and Asake show that storytelling rooted in local truth travels globally. People connect to honesty, not imitation.

3. Collaboration is Amplification: Strategic brand partnerships not random influencer tie-ins can extend narrative reach when aligned with the artist’s story.

4. Community is Currency: Both artists have cultivated deeply loyal fanbases (the “Ravers” and “Giran Republic”) that drive UGC, memes, and social virality.

5. Controlled Reinvention: Brand evolution should be intentional, not reactive. Both artists manage to refresh their image without alienating their audience.

The branding success of Rema and Asake signals a larger shift in Africa’s creative economy. The line between artist and brand has blurred and those who understand that early are shaping the future of music marketing. Afrobeats has gone global, but what’s keeping it powerful is its rootedness in identity. For artists and brands alike the lesson is clear.

Written By: Jane Ugwu