Rebrand the band: Post Malone’s credible country conversion

A brave and ambitious move that will grow your reach to exciting new audiences? Or an ill-judged act of desperation that will alienate your followers and leave you facing an awkward u-turn? The stakes in a rebrand are always high.

In the music industry, where fandom is so intense that getting it wrong can mean career implosion, a rebrand is an especially risky business. But whether you’re branding a band or a beer, the important thing is to make sure the change stays true to your DNA.

Consider Post Malone’s pivot from hip hop, pop and R&B to country music.

Naturally evolved

Post Malone’s 18-track country album ‘F-1 Trillion’ finally lands on August 16th, after teasing fans with a handful of Nashville-inspired songs over the last few months, including Morgan Wallen collab ‘I Had Some Help’. Other country names set to feature on the new record include country heavyweights Luke Combs and Chris Stapleton.

But while his enormous fanbase may have been built on a particular sound and high-profile collaborations with artists in hip hop, the roots of Post Malone’s love for country have always been there. As he told Rolling Stone, some of his first gigs as a teenager involved playing southern rock and country, and he has regularly dabbled in it even as his career soared in other directions.

So releasing a brand-new country sound in 2024 might be a surprise but it doesn’t feel like a cynical move; it’s a genuine expression of his musical identity. This authenticity resonates with audiences and helps them see it as an artistic evolution, rather than a superficial attempt to follow trends. Authenticity builds trust and loyalty – essential elements for sustained success.

Adding more to core

Post Malone's shift into country music hasn’t alienated his core fan base. Undoubtedly there are fans out there who “prefer his early stuff”, but the evolution is respected. And authenticity is important for the new audience, too; communities with a strong shared identity can spot an interloper a mile away. Here Post Malone again stayed true to his artistic DNA by collaborating with some of the biggest stars in the country genre in an authentic, respectful way.

Changing style and attracting new audiences while retaining loyal fans is by definition a well-executed rebrand. So what can we take from Post Malone’s country conversion?

Be authentic

Stay true to your core values and heritage. Brands should evolve in ways that feel natural and true to their identity, and not just follow a trend.

Balance change

Your new identity may want to make a bold statement, or even shock or surprise, but you still want people to feel it makes sense when they see it.

Hold the old

If you want to move your brand in a different direction, be sure that your existing customer base can still retain some affinity with it. Find out what really resonates with them and take it with you.

Be respectful

Approach new audience segments in a thoughtful way. You can broaden your reach by engaging new communities, but be respectful of their rules and expectations or you’ll get a tepid reception.

Our work with Badger Brewery is just one example of a rebrand connecting with a new audience while staying true to its heritage. With a bold creative idea, a beer brand that’s been brewing since the 18th century is now connecting with the next generation of drinkers.

Want to discuss an authentic and impactful rebrand? Get in touch.