Sally Boss Madam on Building a Bankable Brand

After years of working hard to make a name for herself in the Namibian music industry, Sally Boss Madam has reached the pinnacle of her career and is no doubt on top of her game.

The award-winning musician has had such a great run – not only with the release of well-received albums over the years, but with a solid brand identity, that now makes her one of corporate Namibia’;s darlings when it comes to endorsements.

She credits her consistency and discipline for allowing her to attract all the endorsements that have been coming her way and says she has gotten to a place where her team understands it’;s the personal and professional sacrifices that allow one to develop a solid brand.

“We always work according to the necessary steps. And if something does not work for us, we have no problem cutting our losses. And if you look closely at how corporates work, you will see we share the same vision. We have always kept it a business and do not indulge in unnecessary industry drama that kills the reputation of your brand,” she says in an exclusive interview with The Weekender.

In a recent interview with The Namibian, Pupkewitz Lexus brand ambassador Chad Wright said the company chose to endorse Sally because of her work ethic and standing in the music industry.

“Sally is the best performer in Namibia and we want to get more into the local market by using local faces and not just centre everything we do on South Africa,” he said.

With many more companies realising the power of local celebrities in pushing their brand messages, Sally advises that companies which still do not follow suit should collaborate with artists with whom their brand resonates.

“Local brands need to find the artists or personalities who identify with their brand. They also need to be open-minded to ideas presented by the artist as they understand the market and fan base better,” Sally says. She however cautions that these endorsements need to be representative of both parties’; goals. “There should be a collaboration of ideas and each meeting the other halfway,” she says.

Able to constantly stay abreast with current trends but still remaining true to herself, Sally’;s brand has stood the test of time. “What many don’;t understand is that I had a lifetime plan for my music. I did not just wake up one day and decide to be a musician. So while the industry is competitive, I’;m focusing on a plan I already made. I have identified my fan base and that is who I focus on,” says the musician about her strategy for staying on top of her game.

Her fans, she says, help keep her grounded. “They support me through everything. If you create a strong fan base from the ground up, they will always support every move you make. You won’;t need to tap into anyone’;s lane. I also don’;t follow trends. If my sound is in fashion, so be it. If not, I won’;t bother changing just to fit in. It’;s not my style.”

With the consistent hard work and subsequent accomplishments and accolades, however, Sally admits that she has made a few enemies along the way. “That is what comes with success and who am I to fight my enemies? They really don’;t bother me because the noise of my fans overpowers their grunts,” she says confidently.

She works with a strong team who take care of all her PR, image and management needs, among other things, and she stresses that every musician needs a strong a team behind them if they want to get ahead.

“[There’;s] no such thing as a one-man show. Get the right team. People who share your vision. Don’;t be afraid to hire, fire and rehire until you get what you want. Team players are very important. When finding a team, remember one very important thing: There are those who are interested in your vision and those who are interested in your money. Learn to differentiate,” she advises.

Sally is one of the few Namibians whose music has transcended local borders. In 2016, she won the Afrima best female artist southern Africa award and has been nominated for Afrima, Afrimma and AMI Afrika People’;s Choice Awards in 2017 and 2018, respectively.

Her music has enjoyed airplay on continental broadcast and radio channels including Trace Africa.

“The outside market will only pay attention to you if you are big in your country. Your name should speak volumes. That way, when you cross borders with your sound, they will pay attention,” she says on the key to breaking into the continental music scene.

Being uniquely Namibian, she says, is another important factor in getting recognition outside the country. “Namibian artists need to stop following every trend that comes out. Be proud of being Namibian and always find a way to show the Namibian culture in your music. They love what we do out there. We must learn how to package and market ourselves well.”

To date, she describes her female artist of the year win at the 2018 NAMAs as the highest point of her career. “It felt right to get that recognition at home after winning the Afrima best female in southern Africa,” says Sally.

Going forward, the star wants to continue reinventing her plans and showing what she is made of and what has kept her on the top of the Namibian music business hierarchy.

• The first face of Pupkewitz Lexus Namibia

• The face of Multichoice Namibia

• Sanlam Namibia’;s brand ambassador for the Wealth Smith campaign

• The face and voice of Namibia for the Indian tribute to Mahatma Gandhi

• She was also recently featured in the Top Score ‘;Eish We Namibian’; advert and has done video endorsements with local streetwear brands like MIIL and //CONCEPT as well as the House Of Nalo bracelet brand.

• Music video product placement with Delush Wine

• Face of 17 Hair Avenue

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