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Abstract
Purpose: This study examines Lucky Dube’s brand repositioning from Mbaqanga to reggae, highlighting how it expanded his global reach while preserving his African identity.
Research Design and Methodology: A qualitative approach, including a literature review and case studies, applies branding theories such as cultural branding and Aaker’s Brand Equity Model to assess Dube’s market expansion.
Findings and Discussion: Key factors in Dube’s success include authenticity, audience engagement, and strategic communication, demonstrating how artists can broaden their appeal while maintaining cultural identity.
Implications: The study offers branding insights applicable across industries, emphasizing authenticity, targeted engagement, and strategic communication to strengthen brand equity.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
References
- Aaker, D. A. (1996). Building strong brands. Free Press: New York.
- Alleyne, M. (2019). "Real situation": The mainstream marketing of Bob Marley. In Sage Business Cases. SAGE Publications, Ltd. https://doi.org/10.4135/9781526474605
- Adekola, O. E. (2021). Power, prayer, and passion of women: A pragmatic illustration from Lucky Dube’s music - "God bless the women." Journal of the Association of Nigerian Musicologists, 15(1), Special Edition. https://doi.org/10.58256/njhs.v4i1.62
- Bocheer, K. S., & Kempegowda, M. K. (2019). A study on the impact and influence of brand repositioning strategies on media branding with reference to the media industry in Karnataka. Journal of Research in Reading, 5(6), 23–33.
- Chețan, A. R., & Iancu, I. (2023). The role of visual identity in music perception: A talk with specialists on song likability, perceived quality, and emotional reactions. KOME, 11(1), 1-17. https://doi.org/10.17646/KOME.75672.94
- Collins, M. (2013). Music branding in the digital age. Springer.
- Duhoe, A. A. A. (2020). Human rights, activism, and civility in reggae music: Critical analysis of Lucky Dube’s selected songs. NJHS, 4(1). https://doi.org/10.58256/njhs.v4i1.62
- Gallo Music Group. (2007, October 25). Africa resource: A musical profile of the celebrated artist, the late Lucky Dube. Johannesburg, South Africa.
- Hesmondhalgh, D. (2007). The cultural industries (2nd ed.). Sage Publications.
- Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Harvard Business Press.
- Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking (5th ed.). Kogan Page Publishers.
- Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
- Kraemer, D., & Stern, M. (2022). Re-territorializing the city: Youth and the productive role of reggae music in Vanuatu. The Australian Journal of Anthropology, 33. https://doi.org/10.1111/taja.12437
- Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
- Knopper, S. (2010). The legacy of Bob Marley: Music, culture, and brand identity. Routledge.
- Negus, K. (1999). Music genres and corporate cultures. Routledge.
- Onyebadi, U. (2018). Political messages in African music: Assessing Fela Anikulapo-Kuti, Lucky Dube and Alpha Londy. Humanities, 7(4), 129. https://doi.org/10.3390/h7040129
- Rasta Livewire. (2007, October 23). A tribute to Lucky Dube. BBC News. https://www.africaresource.com/rasta/sesostris-the-great-the-egyptian-hercules/a-tribute-to-lucky-dube-bbcnews/
- Shepherd, A. D., & Mallin, M. (2017). The role of celebrity branding in the music industry. Journal of Brand Management, 20(2), 48–62.
References
Aaker, D. A. (1996). Building strong brands. Free Press: New York.
Alleyne, M. (2019). "Real situation": The mainstream marketing of Bob Marley. In Sage Business Cases. SAGE Publications, Ltd. https://doi.org/10.4135/9781526474605
Adekola, O. E. (2021). Power, prayer, and passion of women: A pragmatic illustration from Lucky Dube’s music - "God bless the women." Journal of the Association of Nigerian Musicologists, 15(1), Special Edition. https://doi.org/10.58256/njhs.v4i1.62
Bocheer, K. S., & Kempegowda, M. K. (2019). A study on the impact and influence of brand repositioning strategies on media branding with reference to the media industry in Karnataka. Journal of Research in Reading, 5(6), 23–33.
Chețan, A. R., & Iancu, I. (2023). The role of visual identity in music perception: A talk with specialists on song likability, perceived quality, and emotional reactions. KOME, 11(1), 1-17. https://doi.org/10.17646/KOME.75672.94
Collins, M. (2013). Music branding in the digital age. Springer.
Duhoe, A. A. A. (2020). Human rights, activism, and civility in reggae music: Critical analysis of Lucky Dube’s selected songs. NJHS, 4(1). https://doi.org/10.58256/njhs.v4i1.62
Gallo Music Group. (2007, October 25). Africa resource: A musical profile of the celebrated artist, the late Lucky Dube. Johannesburg, South Africa.
Hesmondhalgh, D. (2007). The cultural industries (2nd ed.). Sage Publications.
Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Harvard Business Press.
Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking (5th ed.). Kogan Page Publishers.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kraemer, D., & Stern, M. (2022). Re-territorializing the city: Youth and the productive role of reggae music in Vanuatu. The Australian Journal of Anthropology, 33. https://doi.org/10.1111/taja.12437
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Knopper, S. (2010). The legacy of Bob Marley: Music, culture, and brand identity. Routledge.
Negus, K. (1999). Music genres and corporate cultures. Routledge.
Onyebadi, U. (2018). Political messages in African music: Assessing Fela Anikulapo-Kuti, Lucky Dube and Alpha Londy. Humanities, 7(4), 129. https://doi.org/10.3390/h7040129
Rasta Livewire. (2007, October 23). A tribute to Lucky Dube. BBC News. https://www.africaresource.com/rasta/sesostris-the-great-the-egyptian-hercules/a-tribute-to-lucky-dube-bbcnews/
Shepherd, A. D., & Mallin, M. (2017). The role of celebrity branding in the music industry. Journal of Brand Management, 20(2), 48–62.