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BY Abu Mubarik, 5:15pm April 02, 2024,

How Nicki Minaj’s first sneaker drop with LØCI crashed their website after a 3,500% surge in traffic

Photo Credit: Instagram, Nicki Minaj

Nicki Minaj has built a powerful brand that transcends the microphone. Like many contemporary musicians, she combines her music craft with entrepreneurship, leveraging her star power. Over the years, she has made business moves in the fragrance, apparel, and technology sectors, which have been met with wild enthusiasm by her fans.

Her latest business move is in the fashion world with her own sneaker collection. She launched her sneakers in partnership with British brand LØCI, which received an unprecedented response. According to Forbes, no sooner had Minaj launched her sneaker brand than her collection caused a seismic 3,500% surge in website traffic for LØCI, resulting in an immediate crash.

The sneaker brand, crafted from LØCI’s innovative vegan bio-leather, blends luxury with sustainability, Forbes said. Also, it pays homage to both Minaj’s iconic status and the brand’s British roots.

“In the age of information overload and endless celebrity endorsements, Minaj’s collaborations continue to carve out a unique space, demonstrating that certain celebrities have the extraordinary ability to cut through the noise especially with loyal fans,” Forbes wrote.

“Partnering with Nicki is a humbling moment for us all,” LØCI CEO Emmanuel Eribo stated. “Having Nicki Minaj place her faith in us as an owner and her determination to elevate our brand on a global scale is a testament to our shared vision of challenging conventions and making a meaningful impact.”

Minaj’s sneaker line features 11 new sneaker designs and will be available on April 12.

In March 2023, Minaj announced one of her business moves after setting up her own record label, saying on her Queen Radio show for Amazon Music’s AMP platform on March 3 that it would be a subsidiary of Republic Records.

She also announced that songwriter Patty Lauren will serve in an A&R role at the label, adding that Dutch-Ghanaian singer Nana Fofie will release music on her label.

“I have a record label now. When I get behind an artist, y’all know how I do shit for people that’s not even signed to me,” Minaj said of her label, according to The Fader. “Imagine what Imma does for the ones that’s signed.”.

The revelation of her record label came on the heels of her first single of 2023, “Red Ruby Da Sleeze,” which dropped through Young Money/Republic. According to Billboard, it was a follow-up to her Billboard Hot 100-topping smash, “Super Freaky Girl.”

Last Edited by:Mildred Europa Taylor Updated: April 2, 2024


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