Now we will discuss a real-world example of an artist who integrated his personality in marketing on Instagram. Young Thug is an extremely popular and influential modern hip-hop artist from Houston, and it is very evident that he loves marketing on Instagram. In 2021, he had a major album release. Prior to the release in mid-October, Young Thug did an exceptional job creating demand for the album. For one, consumers did not know what exactly the album would be named. Many of Young Thug’s pictures would have “P*nk” written on them, which fans could conclude either would be “Punk” or “Pink”. 

The merchandise he was promoting on his Instagram caused even more confusion as it appeared on pink-colored clothing, as pictured below (Merchbar 2022) (Webster 2021). Young Thug would even post pictures of him in a pink room or with pink cars, but he wore a pink, punked-out outfit.It was obvious that he was having fun with his fans, but at the end of the day, this campaign got people talking about his upcoming album. Punk debuted as number one on the US Billboard Chart, and it earned over ninety-thousand album-equivalent units (Martinez 2021). It also beat out Drake’s anticipated release of Certified Lover Boy (Martinez 2021).