In an increasingly digital and connected world, talent alone is no longer enough to sustain a career in the spoken word industry. At the March Edition of Hangout with APVA, Award winning Cameroonian spoken word artist Pen Boy joined fellow Zambian spoken word artist, Vanessa Chisakula unpacked a conversation that has long been overdue in the African spoken word community: branding and marketing as essential tools for creative sustainability.
This powerful session wasn’t just rich in theory, it was filled with lived experiences, clear takeaways, and strategies any spoken word artist can start applying today.
Here are some key takways to hold on to:
1. Start with Your “Why”: Branding Begins Within
Vanessa opened the session by grounding the conversation in personal truth. For her, branding isn’t about colors and logos—it’s about clarity of purpose. “Your brand is who you are,” she said. “It’s your story, your values, and how you want to be perceived. Before you post, perform, or pitch—ask yourself, why do I do this?”
This inward reflection, she emphasized, is what gives your art staying power. “When people know what you stand for, they remember you. That’s what branding does, it helps you leave a mark.”
2. You Are a Brand Before You Are a Product
“If you want to be an entrepreneur at some point,” Pen Boy stressed, “you need to learn how to brand yourself properly.” Spoken word artists are often quick to focus on their craft, but neglect the critical step of defining their identity in the eyes of the audience.
Branding starts with clarity, knowing your core values, your message, and your visual identity. You are not just an artist; legally and creatively, you are a company. That means your stage name, tone, themes, and public presence should all align to communicate a strong and recognizable persona.
3. Marketing Without Branding Doesn’t Work
A standout message from Pen Boy’s contribution was this: “You cannot market a product that is not well branded.”
Marketing is the act of amplifying who you are and what you do, but if the brand is undefined or inconsistent, marketing efforts fall flat. Whether it’s flyers, Instagram reels, or performances at festivals, your brand should shine through clearly.
Think of marketing as storytelling, and your brand as the story. Without a solid story, the marketing has no foundation.
4. Embrace Social Media—Your Audience Is Already There
Gone are the days when artists could say, “I’m not a social media person.” Pen Boy reminded participants that “we’re living in the 21st century and it’s a digital world everything happens online.”
The platforms may be familiar, Instagram, Facebook, LinkedIn, Twitter but the difference lies in how you use them. Spoken word artists must be intentional about:
- Posting work regularly
- Hyping themselves unapologetically
- Engaging their followers
- Telling their story in ways that align with their brand
Being online is no longer optional, it’s part of the job description.
5. Collaborate and Be Part of Something Bigger
Collaboration emerged as a recurring theme, especially when marketing is the goal. When artists team up either through joint projects, shared stages, or mutual shoutouts on social media, they help each other grow.
Vanessa emphasized the value of networking, pointing out that many of her own opportunities came from partnerships, not just performances. Pen Boy added that joining or even creating artistic organizations can be a game-changer, especially in places like Cameroon where such structures are still growing.
APVA is one such example, building community, visibility, and resources for African audio creatives.
6. Know and Grow With Your Audience
Not everyone will be a fan of your work and that’s okay. “Some artists need to find the courage to remain small,” Pen Boy said. This means accepting that niching down is not a weakness, but a strategic move.
If 100 people connect deeply with your work, that’s a foundation to grow on. Build a mailing list. Offer workshops. Sell merch. Scale slowly and with intention, always grounded in the audience that already sees your value.
7. Create, Share, Repeat: Content Is the New Currency
Whether it’s behind-the-scenes videos, recorded performances, or short monologues, content creation is no longer optional. Vanessa encouraged artists to view content as part of the creative process, not separate from it.
It’s through content that you stay relevant, reach new audiences, and maintain top-of-mind awareness. Plus, it’s often the gateway for collaborations, bookings, and brand partnerships.
A Guide to Help Spoken Word Artists:
Pen Boy closed the session by introducing his new guide co-created with APVA for emerging spoken word artists, available via APVA’s Shop. This is a powerful resource born from years of lived experience, passion, and persistence. Inside, you’ll find practical insights on building your brand, marketing your art, creating impactful content, and connecting with your audience. It also clarifies common misconceptions around spoken word, slam, and poetry, while offering strategies to monetize your craft. Whether you’re just beginning or seeking to grow your presence, this guide is designed to inspire, equip, and empower you.offers definitions, differences between spoken word and slam, monetization tips, and performance advice all drawn from his personal journey.
“I’m a testimony that it’s possible to live well from spoken word,” he said. “But it starts with seeing yourself as a brand.”
You can download for free here: https://shop.apva.africa/shop/spokenword-poetry-simplified-by-penboy/
Finally, Don’t Leave Empty-Handed
To every African spoken word artist, you are not just performers – you are storytellers, entrepreneurs, and changemakers.
With clear branding, smart marketing, meaningful collaborations, and consistent content, your words can take you further than you imagined.
Download the Free Guide: Get your hands on Pen Boy’s Spoken Word Simplified Ebook packed with invaluable insights, techniques, and inspiration designed to help you elevate your spoken word performances. Whether you’re just starting out or looking to refine your skills, this resource is here to guide and support you on your artistic journey.
Watch the Replay: Missed the live event? Catch the full session and soak in every gem shared by Vanessa and Pen Boy.
Your brand is waiting. Your audience is listening. Start showing up like the artist you are.
