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When you are able to evoke an emotional response from a person through your work, you have achieved the most critical aspect of marketing that most major companies and entrepreneurs fail to achieve.
Who Is Rajan Gahunia ?
Rajan has achieved so much at 22 years old. His Raptors Anthem “Northside Since 95” has went viral during the Toronto Raptors Playoff Run and covered by major media outlets like: Huffington Post, Metro Toronto, Toronto Sun,CP 24, Sportsnet and many more. His recent single “Cocaine Fantasy made it onto the front page of iTunes in the Hip Hop / Rap category.
Not only that, had a once in a lifetime opportunity not many artists get a chance to do and that is open up for the one of the most popular artists of our time: Drake. Yes, you read that right, Drake “OVO”, the “6” !
The Start of The Journey
Rajan started his music career at the age of 16 when he moved from Winnipeg to Brampton, Ontario. People in his high school coined him “The New Kid” in his high school and treated him differently. A guy who had very few friends started using music as a medium to voice his story and create music for those that could relate to his hardships and be a voice for the “silent ones”
When he started putting YouTube videos of his music, he was getting great positive feedback but as equally he was getting a lot of negative and hateful criticism which only powered him to prove the naysayers wrong and continue to strive in his music career.
Being apart of a family where everyone has an innate talent for entertainment whether it be music or dancing; Rajan definitely has talent and work ethic to make his passion into a full time career.
2 Powerful Tips To Build A Music Brand
There are 2 main ways to build a brand in the music industry. First, you look at the mainstream trend in music and the audience’s preference and you create music accordingly to suit their interests.
An advantage of this is this kind of music produces the most money and a larger audience at a faster rate. A great example of this is “Future” who creates a plethora of music which generally has similar content and a similar theme in most of his songs.
The second way is to be genuine and create music that appeals to your personality and authenticity. According to that, a certain group of people willingly gravitate to the music especially if it’s amalgamated with consistency to build a solid audience.
As a rapper who is trying to produce music that evokes emotions which isn’t as glamorous as the “trap”/mainstream music, Rajan is focused on leaving a legacy like Tupac through impacting the lives of millions through his music.
You expected this line to say something along the lines of “He used Influencer and FB Ad Targeting to make his music go viral, right ?”
Well here’s the thing, Rajan used 0 social media strategy to get tens of thousands of views on his songs. I was very impressed by this and questioned his rationale for not asking for shoutouts from influencers or anything along those lines.
At this point in his career, Rajan is solely focusing on producing quality music that he holds to high standards and prefers releasing nothing less than perfection.
Even though he understands the power of consistently producing music which could build a fan base faster and gain more audience traction that artists like Russ use;
He prefers that every song of his creates a moment and a unique experience for the listener to evoke strong feelings and emotion that listeners can reflect on at any moment in their life.
Virality occurs when your audience enjoys your music so much that they feel compelled to share it with their friends and followers which is genuine and not “forced” through advertising.
What Does The Future Hold ?
Rajan is working on pursuing his goals of moving to LA to pursue his entertainment dreams of becoming a musician, an actor, and a big-time director. He wants to create a film about his song “Broken Home” which chronicles the life of a child that has grown up in a “Broken Home” and the trials and tribulations they experienced to achieve success in their lives regardless of the circumstances.
Furthermore, he wants to be able to collaborate with one of his inspirations J Cole because he believes they can make some fire happen and guess what ? I think they’ll both burn the house down once that single drops.
An interesting fact: Rajan is a big Toronto Raptors fan and believes that one day; he’ll own a stake within the organization.
The chances of him owning the entire team ?
That’s still a long shot away but nonetheless, owning a stake in the organization that he loved since childhood is a huge accomplishment within itself.
He has also released his latest EP: Atlantus which allows people to get a glimpse into his world and let the audience understand his passion for music and the kind of music which not only inspires him but that people will appreciate. You can check out his latest EP on: https://soundcloud.com/rajan/sets/atlantus
You can follow Rajan on Instagram and Twitter @Rajan905 for his awesome music and the climb to pursue his dreams of staring on the Hollywood big screens.