Why Pitbull is my marketing hero

If the title of this article surprises you, it’s okay.

Pitbull doesn’t come to many people’s minds when they think of excellence in marketing, or indeed music.

However, Pitbull has sold over 100 million singles worldwide and has racked up billions of views on YouTube.

His incredible record could only be achieved if one or more of the below premises were true:

Premise 1: Pitbull is an excellent rapper

Premise 2: Pitbull is an excellent marketer

Since the first premise can be discounted, we can reasonably assume that the second premise must be true: Pitbull is an excellent marketer.

Still not convinced? Here are six reasons why Pitbull is my marketing hero (and should be yours, too).

1. He maximizes gains, while minimizing effort

Pitbull is careful with his resources. While he might spend more money than average on morally questionable holidays, tasteful business suits and Voli, he demonstrates restraint in how he spends his time and talents.

Rather than exhaust hours, pouring over lyrics or perfecting his performances, the ruler of “Planet Pit” releases music quickly and delivers return on investment (RoI) faster than other rappers.

With an estimated 100 million single sales alone, the numbers speak for themselves.

That’s not to say the “Give Me Everything” rapper is work shy. He’s quoted as, inspirationally, saying:

“If you continue to work hard, let that be the fuel to your fire.”

— Pitbull (unknown source)

It doesn’t quite make sense, but it doesn’t need to. He’s Pitbull.

2. He nurtures partnerships for great results

In his 2014 hit “Wild Wild Love”, Pitbull shares an important insight into his approach to business partnerships. He says:

“You know I’ll meet ’em, greet ’em, read ’em, treat ’em, always keep them feeling right” — Pitbull ft. G.R.L “Wild Wild Love” (2014)

This insight is important for any commercial leader. The right partnerships can transform the trajectory of a business.

Many of Pitbull’s biggest hits have been the result of strategic partnerships, whether that’s his Aha-sampling collaboration “Feel this Moment” with Christina Aguilera, or his 2012 hit “On the Floor” with Jennifer Lopez.

“La la la la la la la la la la la la la la, tonight we gon’ be it on da floor.” — Pitbull ft. Jennifer Lopez, “On the Floor” (2012)

3. He connects his content to world events

The Cuban rapper, who also calls himself “Mr Worldwide”, always has his finger on the pulse when it comes to global current affairs.

It’s clear he knows the power of newsjacking, and how it can increase his reach.

Take his Ne-Yo featuring hit “Give Me Everything”, which contains the lyric:

“I’ve got it locked up like Lindsay Lohan” — Pitbull ft. Ne-Yo “Give Me Everything” (2011)

This was only a month after Lindsay Lohan was formally charged for grand theft. But it’s not the only time he’s shown a penchant for newsjacking.

In his vaguely cowboy themed hit 2014 “ Timber”, Pitbull can be heard rapping the following line:

“Have them like Miley Cyrus clothes off” — Pitbull ft. Ke$ha “Timber” (2014)

This was only months after the Miley Cyrus’ on-stage twerking scandal.

Pitbull knows how to amplify his voice by connecting his music to real world events, as they’re happening. The payoff speaks for itself.

4. He takes corporate social responsibility (CSR) seriously

Pitbull is vulnerable to criticism, and considered problematic by many people.

However, when it comes to climate change, no one can claim he doesn’t do his part.

With one album named “Global Warming” and another named “Climate Change”, Pitbull recognises the climate emergency and takes action to raise awareness.

What has Kendrick Lamar ever done to combat climate catastrophe? Seriously, take your time. I’ll wait.

5. He uses sponsors to offset operational costs

As Pitbull’s sophomore album title keenly observes, money is still a major issue.

For businesses, getting the maximum return on investment is key to success.

Pitbull knows this, that’s why he works with big brands to offset his operational costs.

He famously collaborated with Kodak for his 2011 hit with Ne-Yo, “Give Me Everything”. In line with his philosophy of keeping business partners “feeling right”, he mentions Kodak not once, but twice.

“Me not working hard? Yeah, right, picture that with a Kodak, or better yet, go to Times Square take a picture of me with a Kodak”
— Pitbull ft. Ne-Yo “Give Me Everything” (2011)

The Miami-based rapper also has a longer-term partnership with Voli Vodka and Bud Light.

6. He doesn’t question himself when he’s making money

Pitbull exudes unearned confidence and why shouldn’t he? He’s making millions.

Whatever your marketing philosophy, there’s something to learn from Pitbull.

It is my hope that, by learning from the master of marketing himself, we all can one day become our very own Mr Worldwide.

Peace.