Saweetie studied communications at the University of Southern California before a freestyle video of hers went viral on Instagram in 2017, propelling her into the limelight. Since then, her music has raked in more than two billion cumulative streams without even a full album coming out yet.or greatness, I have to take my time — and I’m literally starting from scratch”
Saweetie’s aunt Whitney, who is on her management team, has worked in the makeup industry and is advising her closely. “ “I want to create a brand that my grandkids and their great grandkids will run, because I’m not going to be here forever,” she says. Saweetie started making Icy University videos last year, posting highly stylized clips on YouTube of her teaching lessons like “How to Start Your Own Business,” “How to Bag an 8 Figure Man,” “How to Be a Pretty Bitch,” and “How to Get Over an F Boy.” She thinks of these online courses as “super relatable” ways for her fans to connect with her.
In her eyes, it’s more important than ever for artists to be educated about branding, marketing, and economics. “The world’s fans are expecting a new artist,” she says. “They’re no longer interested in the mysterious celebrity. They want to know what you’re eating, how you’re feeling, what you’re going through… When it comes to a true, authentic brand, you have to do a lot of self-reflection to really figure out what you stand for.