This argument with Kanye turned into such a legendary idea

@startup__academy

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SoundTikTok sound · original sound - startup__academy

Promoted product

Saint Pablo Tour Merch

Why it worked

The video tells a compelling story about a creative breakthrough, highlighting the genius of a well-known artist. The "native mention" of the merchandise, presented as a solution to a problem, makes it feel organic rather than overtly promotional.

Summary

Scooter Braun recounts a conversation with Kanye West where he explained the concept of concert merch as a digital ticket substitute. Kanye then designed a t-shirt with the tour date and the word "Admission," which became a record-breaking seller.

Structure

1Initial frustration about lack of merch
2Kanye's initial reluctance
3The conversation in New York
4The idea for the "Admission" t-shirt
5The t-shirt's success

Product placement

Original caption

Scooter Braun tells the story of how Kanye turned a random childhood memory into the greatest-selling concert merch of all time: "I remember saying to him, when I was a kid, I had this chest, and I put all the tickets in it that my dad took me to concerts. And I was like, that's why kids get merch now, like, they don't have the ticket, it's all digital. And Kanye goes, what'd you say? ... He basically designs a t-shirt that says, admission. And he puts the date of the show the next day and everything else, and he goes, there's your merch. He heard this story, and he turned it into it, and it ended up being, like, the greatest selling t-shirt, and broke every single merch record, and that was, like, the genius of him." #KanyeWest #ScooterBraun #MusicBusiness #Merchandise #GeniusMarketing

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On-screen text

This argument with Kanye turned into such a legendary idea WFP second thought

Transcript

I remember before the tour opened, we didn't have any merch and obviously Kanye West merch sells a lot. I was so frustrated and I'm how we're arguing we need merch, we need merch. He's like, no, I'm nothing. If it isn't great, I don't want to do it. He's like, well, come over tonight, we go to his apartment in New York. It's me and him and Virgil. We're talking and he's telling me like, why do we need merch? Like, I'm already Kanye West. And uh and I'm explaining him like, we need merch like crazy like this how we subsidize everything and I remember saying to him, and I was a kid, I had this um this chest That's why kids get merch now like they don't have the ticket. It's all digital. And Kanye goes, what'd you say? And I said this. He goes, we'll say that again. And he goes, Virgo, come here. He basically designs a t-shirt that says, admission. And he puts the date of the show the next day and everything else and he goes, there's your merch. He heard this story and he turned it into it and it ended up being like the greatest selling t-shirt and broke every single merch record and that was like the genius of him.