The 27-year-old has a spot on hip-hop’s All-Quarantine team. Her debut album Pretty Bitch Music drops later this year and she’s been planting the seeds
A product of social media. Saweetie is the definition of a modern-day creator. She has her Icy University YouTube series, platinum-selling singles, tons of brand partnerships for days, a gaming collective, and a fashion and beauty line for her Icy Girls fanbase. Saweetie has more in common with Issa Rae than she does with Nicki Minaj and most other rappers. In most of her content, she wears the products she sells. It’s her version of her content and commerce flywheel.
In the past few months, Saweetie got plenty of coverage in big media outlets: Complex, W, The Ringer, REVOLT, Billboard, Harpers Bazaar, Forbes, AP, and more. Her team has put in work to elevate her brand to the main stage. It makes sense. This is her moment (hopefully one of many) and she should maximize it.
Focus matters. In her W interview, Saweetie said she wants to build a $900 million empire. She averaged the money between all the women she admires like Rihanna and Kylie Jenner. $900 million was the number.
Right now, Saweetie’s various businesses help her monetize “Saweetie, Inc.” which can easily lead to a high eight-figure or low nine-figure net worth.
But $900 million is a different beast. That requires ownership (or investment) in a breakout product that becomes bigger than the person. Here’s a few that are on their way or will get there soon:
Rihanna – Fenty Beauty and Savage X Fenty
Kylie – Kylie Cosmetics
Kanye West – Yeezy
In an interview with Complex, Saweetie said that her music career hasn’t developed as quickly because of how hands-on she is with her content and other ventures. The same may soon be true with her business ventures. She’s still experimenting, which makes sense at the moment. But her $900 million is more likely to come from one big skyscraper than it will from several shopping plazas.
Read more about Saweetie in Complex’s feature interview.