Some of today’s biggest music stars have maintained relevance in the industry since their debut, and others have fallen off. Noticeably, some who have managed to stay in the spotlight have released very little music. Rappers and singers alike have enjoyed many years as members of the music industry’s elite—without extensive discographies.

Cardi B released her debut album in 2018 and scored a Grammy. With the exception of features and singles, the Bronx Native has not released a new album since “Invasion of Privacy.” Yet, the mother of two has seemingly continued to soar in fame and remain relevant.

Saweetie is another femcee that remains in the “relevancy” conversation. Unlike Cardi B, Saweetie has released several projects since her debut in 2017. However, some of her projects did not perform well. The rapper has also been criticized for her performance value and lack thereof. However, Saweetie has proved to be a marketing genius and a content queen. From her McDonald’s collaboration to her ICY Girl aesthetic, Saweetie remains relevant in the industry.

Rap girls are not the only music artists who are famous and have hiatuses in music. Several singers have been MIA since releasing critically acclaimed projects — from Rihanna to Jhene Aiko. The question is: How are they staying relevant in the music industry without releasing new projects?

Do music fans just like the chase?

Since releasing “ANTI” in 2016, Rihanna has not parted her lips to announce the news of a new song or album. For years, the Rihanna Navy begged their favorite to release a new album. To their dismay, the Barbadian singer has not obliged. Yet, she still maintains a large fanbase. Although she has teased fans with performances of her greatest hits, she has been focused on building her brand.

RiRi’s step back from music has not stopped fans from questioning when the next Rihanna album will be released. In fact, thousands of people asking for the album may have brought the singer more buzz. This situation could also apply to SZA, Cardi B, and Nicki Minaj.

Thanks to social media and stan pages, fans use baseless clues to guess if an album is coming. This creates a buzz around an album that has yet to be announced, let alone made. After her debut album “Ctrl” was released in 2017, SZA went five years before releasing “SOS.” Every time fans thought the album was coming, she began to trend.

Until she announced “Pink Friday 2,” Nicki Minaj went nearly five years before recording a project. Cardi B has yet to release a sophomore album. Their fans alike requested albums, with little word on when one would come. Fans chasing the album may give the music artist more publicity.

Brand deals are keeping music artists afloat.

Endorsement deals have supported celebrities for decades. Athletes, actors, and singers utilize the business strategy to help them stay relevant and financially support their lifestyles. The rise of social media influencers has taken endorsements to a whole new level.

Considered a pastime upon its invention, social media has quickly progressed into a business. Not only do music artists have to push out new projects, but they also have to cultivate a social media presence. In doing so, these artists have focused heavily on brand deals, as they bring in a lot of money. More than likely, it brings in more money than their music does.

Because of this, music artists can stay relevant without releasing music. There are opportunities for celebrities to remain in the spotlight using social media and brands. No longer considered endorsement deals and more so collaborations, stars have been the faces of fast food meal deals. Others have released limited edition collections with beauty brands or clothing lines. Singers like Rihanna have created their own ever-growing empires — from Fenty Beauty to Savage X Fenty.

When it comes to staying relevant in the music industry, releasing music is not the only way to do it. These stars and many others have garnered large fanbases strong enough to support them during their hiatuses and brand deals to keep their pockets full.

Are brand deals the key to artists staying relevant in the music industry? Let us know in the comments below.

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