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Charisma, uniqueness, nerve and talent: what marketing can learn from RuPaul’s Drag Race


A niche and frequently persecuted sub-culture turned into a global pop-cultural phenomenon, if you are not already watching RuPaul’s Drag Race (season 11 currently airing on VH1) then you should be. Not only are you in for a feast of the uniqueness, charisma, nerve and talent which the show expects of its competitors, but you are receiving a marketing masterclass.  

A reality television programme first aired in 2009, Drag Race has moved from a cult to an increasingly mainstream following. In 2016, 2017 and 2018 RuPaul won the Emmy Award for ‘Outstanding host of a variety, nonfiction or reality programme’. Spin-off shows are available through traditional and new media channels. Associated live shows and conventions tour the globe.

The premise of Drag Race is to be crowned ‘America’s next drag superstar’ by the eponymous RuPaul. Each week this seasoned drag artiste and a panel of critics, judge contestants’ skills at particular challenges, celebrity impersonation for example, and ability to put together a show-stopping look on the runway. 

Winning isn’t everything however. As with any reality television contest, the most successful participants are those best able to brand themselves and connect with the viewers. Trixie Mattel, a contestant sent home twice in one series, has become the most popular current queen amongst the obsessive 15-24 year old section of the fan-base.     

There is much inspiration that marketing scholars, students and practitioners can take from the Drag Race universe. Not least the show’s pioneering understanding of changing attitudes towards identity in today’s increasingly fluid society. Drag Race fans connect with a programme that recognises, represents and respects them.

Within a broad family different queens appeal to different tribes and develop cult followings. Social media and traditional meet-and-greets connect a community. The result is a passionate fan base across multiple brands, product categories, and communications platforms. This is marketing Ru-interpreted for the 21st Century.    

RuPaul is a self-declared marketing genius who has brought subversive drag into the living rooms of millions worldwide. Marketing features strongly in the weekly challenges. At various points contestants have proven their marketing nous when creating signature fragrances, developing communications campaigns for branded merchandise, or putting together attention-getting magazine covers.

Many of the now hundred-plus drag queens featured on the show are themselves expert self-promoters, merchandisers and social media manipulators. Willam Belli’s recent advice manual has a chapter dedicated to self-branding that is a must-read. Sharon Needles’ gothic glamour is a testament to the power of brand differentiation. Tatiana’s renewal is a case study in brand rejuvenation. CourtneyAct’s market building stems from patient and erudite ethical consistency.

At a time when the viability of marketing is being challenged by post-consumption and anti-marketing movements, RuPaul’s Drag Race offers an inspiring way forward. Binge watch from the beginning and you won’t regret it. You will also learn a lot.  

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