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Overview

After this Sunday’s Grammys, Doechii is yet again the talk of the music world since it's been true for over a year now that she’s blowing up right now, and honestly, it's no surprise with how Alligator Bites Don't Heal is hitting. We're looking at someone whose raw talent is doing most of the heavy lifting rather than marketing plays. But that's exactly why diving into their positioning and artist development will give us some fresh perspectives.

POSITIONING

In hip-hop, lyrics reveal real life in ways other genres can't. Doechii maximizes this through raw authenticity. She weaves stories about past drug use while living sober now. Her visual presence flows between androgynous and feminine presentations, plus she's openly bisexual. While this might seem standard in cosmopolitan areas, it creates powerful word-of-mouth in other markets where this kind of expression still feels revolutionary. People who don't live in major cities connect with this duality in a completely different way - it sparks natural conversation and draws them deeper into her artistry.

Versatility

Looking at Doechii's artistry, her creative vocal choices are mind-blowing. "Denial is a River" has this moment where she uses melodic breathing. And listening to "Alligator Bites Don't Heal" front to back, she's got an arsenal of these unexpected moves.

Signatures Get Stale

Let's look at vocal range and longevity. Migos relied heavily on the Three 6 Mafia triplet flow - they had other techniques but never fully expanded their toolkit. Three 6 Mafia themselves showcased why versatility matters. Using two main vocalists and one auxiliary, they kept pushing their sound forward because each member brought distinct vocal approaches to the table.

Multiple Vocal Personas

Listening to "Alligator Bites Don't Heal" front to back, Doechii's range is undeniable. Through the “Jesse Listens To Your Songs” series, I often hear artists locked into one vocal approach - that signature thing you do. That gets stale fast. This goes back to what Matty Healy from The 1975 discusses - he tests different personalities for each song. Having access to multiple vocal personas and knowing when to deploy them makes the difference between good and transformative artists.

Leveraging Artist Cosigns

The power of major artist cosigns plays a huge role in Doechii's current momentum. I got into this heated debate with someone who was questioning whether Billie Eilish and Hayley Williams genuinely named Doechii as their favorite artist. They were convinced it was paid promotion.

A good publicist knows exactly what to do when artists cosign an artist. They send press emails to outlets that post anything about big artists - that's what Pop Crave specializes in. Once they're invested in an artist, they'll post every single update.

Share Your Endorsements

The whole point is maximizing visibility when major artists say someone is their favorite. The publicity team feeds these endorsements to influencers and everyone who talks about music. Every cosign needs to reach as many eyes as possible. When the biggest names are all saying this is their favorite artist right now, it pushes people to make that artist a priority. Nobody wants to feel left out of the conversation.

On your scale as an indie artist, getting endorsements seen matters just as much. You need to share these cosigns and get them in front of more people. It's a fundamental part of building momentum. That's just how the process works.

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