Rapper King on collaborating with Nick Jonas, partnering with Raj Shamani for Blanko & much more | Exclusive

Entrepreneurship comes almost as second nature to an artist and Indian rapper King is the latest example of the same. He is launching his first brand, Blanko, in collaboration with House of X, which is the brainchild of popular Indian YouTuber & entrepreneur Raj Shamani. Speaking exclusively to WION, the twoshared how they got started on the project, what inspired them to collaborate and some tips that can help many build D2C brands from scratch or improve their finances.

Your collaboration with Nick Jonas for Maan Meri Jaan (Afterlife)was quite unexpected for your fans.How did it happen, could you elaborate on that?

King: I was touring last year and Jay Mehta called me, he is the managing director of Warner Music Group, and he told me that Nick wants to do a track with you, a global version of "Maan Meri Jaan". So, my reaction was, "Ya, let's do it." I have been a fan of Nick since many many years. It was a dream collab for me and everybody is happy now.

What’s next for you? Do you want to tease some upcoming projects?

King:I don't believe in teasing, I just drop the bomb when people least expect it. But, ya I am working on an album and then of course, Blanko.

Coming to Blanko and your collaboration with Raj Shamani’s House of X.Spill the tea!

King:For the longest time, people didn't know what Blanko really is and I was just waiting for the launch to reveal everything. And at the backend, we spent a lot of time preparing for the launch, we wanted it to be perfect since it's my first brand.

Raj:I want to drop in and say that King is being super modest here. His fans are crazy. I will tell you a back story, there're already some fan pages on Blanko and him where people have their own theories of what Blankocan be. People have gone to the extent where they've researched when Blanko was registered and which company has its trademark and it's just wild. On his channel, he just said that he is doing something beyond music, nothing else, but fans have their own conspiracy theories about what's brewing.

Raj, you did a podcast with King and now you’re working on this brand, whose idea was it, and how did it all start?

It started on the podcast, just randomly, King told me that he wants to give this larger-than-life King feel to his fans and that he wants to create something that will make his fans feel nothing less than a king. Then House of X wasbrewing in my head already, and King wanted to do something beyond music. So, Blanko and House of X, it was just a match made in heaven.People often ask me, why I choose King, for House of X's first collab, and this I have never said before, but I will tell you honestly, I am a fan first, brother second and partner third. And, you never know, maybe I am running one of his fan pages. So, this was an opportunity I could not miss at any cost.

AndRaj, you recently tweeted that, in a few years from now, everyone will be a content creator either by choice or by force, could you elaborate on what you really meant by that?

I have been saying this since 2015. Everyone will be a content creator in a few years from now, either by choice or by force, and that every company will be a media company, either by choice or force. I have been saying this because I believe in this. Because I feel in future, everything will be sold on the basis of discovery, and you can't be discovered by the masses unless you create compelling content.You'll have to present something to the world so that they can discover you. It's going to happen with doctors, lawyers, entrepreneurs, and even if you are an employee, you will have to create content to be able to do better in life. And, it's already happening. Everyone who makes content, they have an edge. Just look at King, he is able to achieve this much in just a short span because he has an online community that supports him. He celebrates even the tiniest win with his fans and that's why he gets so much love online. So, yes the idea of House of X came much later but I believe in this content creator thing for quite some time now.

King, in Figuring Out,you said that you believe in having a passive income, could you elaborate? And, what advice do you wish to give to your fans as an entrepreneur​​​​?

First and foremost, a person should differentiate between his basic needs and luxury. The problem with our society is, everybody wants to look pro, everybody wants to flex, but nobody has a basic understanding of how to manage their finances. People buy luxury cars but they don't even have money for petrol, this is where most people fail. People today don't even look for their individuality first, they just look for status. So, I believe when someone's core is strong, the bigger he will grow and succeed. Once you're done paying your house rent and other monthly bills, you must focus on personal savings. And, even if you like having cars, watches or other luxury items, that's fine, buy them. But if you can get something at Rs 5, why spend Rs 10 on it? This will help you stay clear of instalments, EMIs and debt.I know so many people, who have the latest car and the latest iPhone, but on instalments. So what's the use of it? People today feel outdated because of the phone they use or the car they drive. That shouldn't be the case. They should focus on better things in life.And, invest in places, where you know you will get returns, be it in a few days, months or years. And, the best thing is to invest in ideas. You never know when it will become the next big thing in the market.

Raj, what do you have to say to content creators, or people in general, who wish to create D2C brands?

House of X comes with a very simple preposition - it takes a lot to build a community, and a lot of effort, money and time goes into the process of growing that community. And, whenever as a creator you want to give back to that community, in the shape of a product, House of X will ensure that you don't have to spend much time or resources doing the same. To build a D2C brand, you've to take care of sourcing, manufacturing, warehousing, shipping, payment gateways, customer service and a lot more. So, House of X handles all of these things, so that creators can just focus on what they do best and that is creating content. And, we take care of the rest.

Starting his music journey at a very early age, King has amassed a massive following with popular tracks like "Tu Aake Dekhle" and "Maan Meri Jaan" to name a few. His ability to narrate everyday tales of human lives in the most simple yet interesting way has made him a fan favourite. Blanko, meanwhile,stands for "Blank Out the World", as it urges its audience to drown the hullabaloo of society, and listen to the voice that matters the most to them; their unique confident selves.

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