Boss Moves

How Rihanna Used Music to Create a Global Empire

Today, Robyn Rihanna Fenty celebrates not only her 31st birthday but also another year of the “Rihanna Reign”. To date, Rihanna has created and over 260 million dollar empire for herself, with the help of her music, fashion and beauty lines, and her appearances in several box office movies.

Since 2005, Rihanna has created multiple music hits, creating a name for herself that has metamorphosized into the bad-ass brand known and loved today. With hits such as “Umbrella,” “Pon de Replay,” “Rude Boy,” “Needed Me” and a variety of other hits, she has caused women (and men) worldwide fall in love with her attitude, style and spunk that she so effortlessly exudes. With the fame and popularity she gained in the music industry, the singer strategically took this opportunity to expand her brand into a multi-million dollar empire with endless opportunities.

Although Rihanna hasn’t released an album since 2016, fans are still in awe of her presence, sense of style, and ability to be a trailblazing entrepreneur in the fashion and beauty industry. 

Photo Credit: Racked

Rihanna’s impact has transformed the world and changed the influencer marketing game forever. The singer’s deal with PUMA, Fenty x Puma, alone helped the company rake in over 975 million dollars in 2015.

There is no doubt that Rihanna has a tremendous amount of influence and power and companies are now taking advantage of these marketing strategies. Recognizing her status and impact on the industry, the singer has since created her own lines including Fenty Beauty and Savage x Fenty.

Upon its initial release, Fenty Beauty has had a significant amount of success garnering massive purchases from her initial fan base and catching the eyes of YouTube influencers and many other social media bloggers across the web. The makeup collection focuses on inclusiveness and offers an extensive variety of shades for women of color who are often left out and can never seem to find that perfect foundation or concealer match for there beautiful hues.

Photo Credits: Celebrity Insider

“Other brands had done 40 shades — or more than 40 shades [at] MAC — but making sure that women of color really had options wasn’t something brands had focused the conversation around before. It generated buzz, and that buzz led to sales,” says Allison Collins, beauty financial editor at Women’s Wear Daily.

Since the release of Fenty Beauty, many other makeup brands have pivoted from solely servicing lighter skin tones and are now following Fenty’s lead and creating extensive shade ranges for their own products. Once heavily ignored by the beauty industry, Rihanna exhibit the strength of the Black dollar when products are made for the Black community. Talk about influential.

SavagexFenty also plays a major role within the inclusiveness of women of color and plus size women in the lingerie industry. The collection includes lingerie sets, bras, and underwear with a wide range of skin tone nudes and colorful patterns for women of all shades to feel sexy and confident in their skin no matter their size or complexion.

Photo Credit: Twitter.com, SavagexFenty

Not only does Rihanna have a strong hand in the beauty, fashion, and music industry, but she is also making a mark in the film industry. With main roles in hits like Home and Ocean’s 8,  Rihanna continues to show her talent has no limit.

It is no secret that whatever Rihanna touches seems to turn to gold. She is a woman of many talents and a powerhouse that will never stop progressing in her success and future business endeavors.  

Her use of providing the public what other brands cannot seem to deliver givers her the upper hand in branding and promotion for her businesses. Rihanna and her team work endlessly to provide consumers with quality in products and communication from social media marketing teams.

As today is Rihanna’s birthday, Team NC would like to wish the trendsetting, innovating star a Happy Birthday and many more years of success!

By: Raylyn Robinson, IG: @raylyn_xo

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