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Domani’s conception of marketing his single was inspired directly by Cardi B. On his Instagram, he had uploaded a short clip of a somewhat spontaneous performance while uttering Cardi’s line, “I’m the billboard,” to announce the vinyl release for his fans. This adds a playful and creator-driven approach to selling track with many humorous remarks before unwittingly invading an older generation of women fans.
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Taking the audio and visual elements from there, with an air of complete supreme confidence, he uploaded ahead his up-to-date video. Bare bones set up, smooth melodic bars dropped by Domani, and he remained very comfortable with delivering the bars. The performance was interspersed with lines captioned by the creator himself in a way that very ingeniously pays tribute to Cardi B’s famous self-promotional style: “I took a page out of @iamcardib book,” before quoting: “U say how much for a billboard?? Nah I’m the billboard.” Hence, with this follow-up energetic winking, Domani declares that he is simultaneously creator and walking advertisement. Domani urged all his fans to respond with comments stating “Vinyl,” so he could personally send them a link by DM with the aim of purchasing a vinyl copy.
This announcement was met with instant cheer. However, the dominating theme in the comments was a gag and collective admission from the older female crowd. “Lord I watched this boy grow up help me,” one wrote towards the beginning of the comments. This kind of half-maternal exasperation-type comment repeated several times. Next an Auntie writes, “Lord help me I’m a whole Auntie,” and it brought in another series of similar replies. Another user joked back: “when they done with u send them to my house cause this Auntie needs help with this one also,” pretty well capturing how lighthearted and self-aware this whole exchange with the fans was. The quantity of auntie comments did not go unnoticed, and they are later remarked upon, “The aunties in the comments got me crying fr.”
An aside to the viral ‘auntie’ phenomenon, fans talked about the artistic and commercial elements of Domani’s post. The majority of the comments praised his work; one comments simply reading, “I love his style of rap.” Another praised the marketing said, “I love how organically you’re pushing this single and your track.” This praising statement for an organic, direct-to-fan approach to life is a reflection of how artists nowadays tie to the open in modern track. Some fans also showed excitement for the vinyl offer, “I have a vinyl player I’m here for it,” hinting that there’s a good market for physical media with his fans.
The comments were not all supportive, nevertheless; yet another user brought up a more industry-based question: “Help me understand this Domani…. they printing vinyls again??? creator COULD HAVE BEEN PRINTING VINYLS FOR 10 YEARS??? That’s real Money man??? Why yall playing in our face? Still love you tho.” This raises a larger discussion relative to the vinyl resurgence and its profitability, one that Domani’s audience seems to be engaged in in reference to his career.
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Domani banger a bunch of things with the post. He got to flaunt new track; salute a Cardi B-type creator in the present day; and cleverly push a tangible product to his audience. The amount of contagious hilarity generated by the aunties created a viral communal engagement that no one can purchase. Linking clever marketing with a sincere artistic display is how Domani is begrudgingly chipping away at his brand in very earnest, very personal ways. This popularity of vinyl also bodes well that his crowd is ready to back him in this next phase of evolvement, especially with his upcoming Kiss 6 tour generating excitement. Fans have been eagerly awaiting new tour dates and specific song performances. The announcement of the final leg of his Kiss 6 tour across the US has created additional buzz. In a unique move, Domani also announced a Taco Bell sponsored tour with a fiery new freestyle. The massive Kiss 6 tour announcement was accompanied by an electrifying new video that further engaged his fanbase.
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