In anticipation of Post Malone dropping his first country album — ‘F-1 Trillion’ — on 16 August, Helen takes a look at the superstar rapper’s Nashville-pivot as a masterclass in PR.
1. The importance of grassroots PR
Compare Postie’s entrance to Country with that of Beyoncé’s, and you’ll see a stark difference. Yes, Bey had huge commercial success with Texas Hold ‘Em, but she hasn’t been accepted by Nashville royalty, and true country fans are divided. Meanwhile, Postie is liked unanimously, even performing at both 2023 and 2024’s CMAs (the GRAMMYs of country).
So why the difference?
Postie played the long-game – immersing himself in the genre over the last 18 months, learning from key songwriters, and gaining endorsement from respected industry players. He probably could’ve achieved the same success by doing it on his own, but the country scene is built on authenticity, and this slow burn approach will cultivate a much stronger brand image than Bey’s ‘railroading’ equivalent.
So, remember never to underestimate the importance of grassroots PR – whether it’s getting your staff, stakeholders, existing customers on board – having their support when getting wider buy-in will be invaluable.
2. The value of collaboration
Building on the point above, Postie has formed several strategic partnerships in his rise to the top of the country Billboard charts.
In 2023, he joined HARDY and Morgan Wallen to perform a tribute to late country legend, Joe Diffie, at the CMAs (a nice touch, respectful) — with country megastar, Wallen, literally announcing his arrival and excitedly welcoming him to the stage.
He went on to release his first country song ‘I Had Some Help’ in collaboration with Wallen in May this year, followed by a further two collaboration singles, with Blake Shelton and Luke Combs, both released in June.
Again, chef’s kiss, such a clever approach. There could’ve been the temptation to release at least the follow-ups as solo records. But, by doing it this way, he’s been able to tap into Wallen, Shelton and Combs’ slightly different, huge, loyal fanbases, building credibility and further cultivating this “nice guy that’s friends with everyone” image in the process. Lesson here? Leave the ego at the door.
3. The power of current social media trends
Ahead of Postie and Morgan Wallen’s track being released in May, snippets of the audio were trending on Instagram and TikTok for what-seemed-like-forever.
As a millennial who used to tune into Top of the Pops to see her favourite band (90s Take That if you’re curious) drop their new single in one, it’s fascinating how artists are now using social media to tease audiences – often releasing the bridge or chorus before the track itself.
As a result, ‘I Had Some Help’, was trending and featured in thousands of UGC before it was even released – creating hype and anticipation.
Doing more in support of his grassroots PR approach, Postie also engaged with fans on Twitch and shared acoustic performances on YouTube, to build his community.
The takeaway? If social forms part of your PR strategy, make sure it’s authentic, not just in the content you put out, but in how you’re engaging with your audiences – treat them with respect. And, it sounds obvious, but be aware of trends and how users are consuming social content right now, because it changes alllll of the time, and you’ll need to tap into it.
4. The art of strategic PR
A few days ago, shock horror, Postie’s ‘F1-Trillion’ full track list and collaborators were leaked! Just a few weeks ahead of the release date…
Cue, tons of media coverage and UGC (curiously, the leaked news included a social media optimised graphic).
While I wouldn’t advise adding any fake leaks to your PR strategy, it’s an important reminder to think about attention-grabbing stories that will build momentum in the lead-up to any key dates.
5. The necessity of personal brand
The common theme in Postie’s success is how all the tactics support cultivating a “nice guy” image – he’s kind of impossible to dislike.
While this may come naturally to him, he’s also made some really clever moves to enhance this likeability. Such as, wearing a Dolly Parton hat in the music video for his new track with Luke Combs, collaborating with female artists like Lainey Wilson on his upcoming album, and talking positively about Taylor Swift. Sexism is often said to be an issue in the country music industry, so using his platform to advocate women is great PR.
His content (videos, socials, interviews) portrays him as playful, approachable, kind, not taking life too seriously – and it’s likely that a lot of work goes into cultivating this image. Whether you’re a brand, organisation, individual, or business – considering how you want to be perceived, cultivating your brand personality, and sticking to consistent messaging is vital.
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