Lil Dicky’s Biz Dev Master Class

When my friends and I found Lil Dicky about a year ago we couldn’t stop watching. The part that was so addicting was how new it felt — hilarious, witty, self-deprecating, raw, authentic, and with original lyrical content that was written to resonate with the real lives of its audience rather than the same tired fantasy of supercars, stacks of cash, unending parties, and bootylicious hos. It was fresh and totally outside the realm of standard rap music.

I wrote an article a few days ago about getting rich and one of those methods was providing something scarce. Lil Dicky’s product development (music and music videos) and marketing strategies are a master class of this concept. LD isn’t trying to be the best, competing with the old guard and new competitors. He is giving the market something no one else is providing and by keeping his aim small, has actually grown a huge audience. It goes without saying the Kid aka Firm Handshake has got lyrical and musical chops, but his niche offering is what’s allowed him to penetrate this initial audience and ultimately achieve the virality, recognition, praise, and a platform on which to further build his rap career to whatever heights he aspires to.