From Haitian Rooftops to the World Trade Center: Wyclef Jean Ignites the Jury at the Drum Awards for Marketing US
It’s not every day that a Grammy-winning artist, global hitmaker, and consultant for Google DeepMind graces a jury session, but this year’s Drum Awards for Marketing US welcomed none other than Wyclef Jean. The atmosphere was electric as he arrived on the 63rd floor of Stagwell’s World Trade Center headquarters, ready to inspire and energize the assembled marketers tasked with judging the best brand work of the year.
A Unique Presence
Wyclef Jean stepped into the room not just as a celebrity but as a peer, sharing insights that transcended the usual marketing jargon. “I’m not a fake genius,” he declared, asserting his credentials with a blend of humor and humility. “I’m a real genius. First rapper to play Carnegie Hall. I can read sheet music, I code, and I write global hits. That’s real genius shit.” His words resonated deeply, setting the tone for a session that would be anything but ordinary.
The Power of Culture
The session, orchestrated by Mike Boyd, head of music at VaynerMedia, was infused with Wyclef’s raw energy. He spoke directly to the jury, comprised of some of the most influential marketers in the world, challenging them to tap into what truly moves people—culture. “In the past, if you were a brand, you had to go through the record label to talk to me,” he explained. “Now? You talk direct to the genius. That changes everything.” This notion of cutting out the middlemen, which he termed “culture currency,” emphasizes the importance of authentic connections between brands and creators.
Authenticity Over Endorsements
Wyclef’s journey from humble beginnings in Haiti to international stardom has shaped his perspective on authenticity. He shared anecdotes about turning down lucrative endorsement deals that didn’t align with his values. “I’ve never taken $50 million just to wear something,” he stated. “If I had, I’d be way richer. But this is about principle. Passion. Legacy.” His commitment to authenticity has not only defined his career but also serves as a guiding principle for marketers seeking to build genuine connections with their audiences.
Visionary Insights
Wyclef’s foresight in the music industry has often set trends rather than followed them. He recounted how, after the Fugees and his solo album The Carnival, people thought he was crazy for incorporating seven languages into his music. “But I saw what was coming,” he said, highlighting his role in taking Destiny’s Child on tour. His ability to anticipate cultural shifts is a lesson for marketers: understanding the pulse of the audience is crucial for success.
A New Venture: Carnival
Looking ahead, Wyclef is launching a global fusion brand called Carnival, which aims to blend food, music, art, and culture through pop-up events worldwide, starting in Camden this August. “This is a brand built entirely on culture currency,” he explained. “It’s the food you ate as a kid, fused with global sound. It’s for everyone. It’s real.” This venture exemplifies his belief that culture should be at the heart of any brand strategy.
Hiring for Cultural Relevance
For the marketers in the room, Wyclef’s message was clear: scrutinize who you’re hiring. “Do the people you’ve hired really have their ear to the culture? Are they on the ground?” he asked. His emphasis on hiring visionary scouts who can identify emerging talent is a call to action for brands to invest in individuals who understand the nuances of cultural shifts.
A Live Preview of Freedom
To cap off the session, Wyclef treated the jury to a world-exclusive preview of his new track, “Freedom.” The song, performed live in the room, is a multilingual exploration of what freedom means in today’s world. “For some, it’s a BBL in Miami. For others, it’s a visa out of a war zone. What does freedom mean to you?” As the beat dropped, the energy in the room surged, making it clear that this was no ordinary jury session.
The Road Ahead
Wyclef was scheduled to appear on The Tonight Show with Jimmy Fallon later that night, but he made it clear that the jury had his undivided attention first. “Y’all got me first. Fallon got me after The Drum,” he quipped, leaving the marketers not just ready but revved up for the upcoming nominations.
Top 10 Marketing Tips from Wyclef Jean
- Culture = Currency: Invest in the real thing. Algorithms follow it; humans create it.
- Best Promotion is No Promotion: Make it natural. If it’s real, it resonates.
- Ditch the Middleman: Go direct to creators. Get the raw energy.
- Start Small, Go Deep: Your next big idea could come from a room of 5,000—not 50,000.
- Hire Visionary Scouts: Find talent that sees what’s next before it’s cool.
- Authenticity Over Hype: Wyclef turned down $50M offers to protect his brand integrity.
- Create for the Long Arc: “Why do we still read Sun Tzu? Because it was real.”
- Think in Multiple Languages: Global culture isn’t one language—it’s many.
- Let the Child’s Eye Lead: Wonder is your most powerful lens.
- Make Room for Genius: “I don’t want one Pharrell or Jay-Z. I want 100. Find them.”
Wyclef Jean’s presence at the Drum Awards for Marketing US was a masterclass in authenticity, cultural relevance, and visionary thinking, leaving an indelible mark on the jury and setting the stage for a new era in marketing.
