Shantay you all stay!
RuPaul’s Drag Race is an American reality TV show that has gained worldwide popularity. Today, we will talk about the marketing strategy of RuPaul’s Drag Race and how they dominated a niche market.
Rupaul’s Drag Race Season 13 Designed by Igor G Chagas
What is RuPaul’s Drag Race?
RuPaul’s Drag Race is a reality TV show where drag queen contestants compete in various challenges like acting, lip-syncing, dancing, sewing and runway. It is hosted by RuPaul himself with judges, Michelle Visage, Carlson Kressley and Ross Mathews.
The Drag Race All Stars Hall of Fame with Kylie Sonique Love (a proud transgender) as the latest addition to the royal circle.
The contest winner will get $100,000 along with the title of the “Next Drag Superstar”. The show produced superstars like Bianca Del Rio, Trixie Mattel, Alaska Thunderfuck, Manila Luzon, Bob The Drag Queen, Monet X Change, Jinx Monsoon, Adore Delano and Katya Zamo to name a few.
Rupaul with the resident judges
The show was made by Nick Murray and presented by RuPaul. The show first aired on Logo TV in February 2009 and since then, it has aired 13 seasons, 6 All Star runs and other spin offs. Celebrities such as Miley Cyrus, Arianna Grande, Lady Gaga Nicki Minaj and Christina Aguilera has been a guest on the show. RuPaul aired the 13 seasons on Logo, VH1, MTV, MTV2, The CW and PopTV. It is also available for streaming on Paramount+, Hulu and Netflix.
‘Pastel and Hair’ The Cast of Rupaul’s Drag Race Season 13
Marketing Strategy of RuPaul’s Drag Race
In the past 12 years, RuPaul’s Drag Race has gained massive popularity especially among the LGBTQ community.
Rupaul’s Drag Race started as a small niche show including the undeniable washed out filter of Season 1. (If you know what we mean.) But now, halleloo! it has dominated a niche market as thousands of people in America and (millions) of people all over the world watch it.
The infamous Season 1 filter.
However, it is not just the entertainment and drama that has attracted millions of viewers. There is a whole marketing strategy behind it.
The queens at RPDR Drag Con at NYC 2018
Chain reaction
This show, at first, was supposed to be a niche fandom, but with the increasing trend from the LGBTQ community, many people are trying to discover and understand this popular reality show.
Jujubee is one of the most well-loved queen in the whole franchise.
Hence, many LGBTQ people have introduced the show to their straight friends and family members and ooohhh girl, she done already done had herses!
One of the most viral moments in Rupaul’s Drag Race History when Sasha Velour rained in petals during the Season 9 Lip Sync finale
From Alyssa Edward’s tongue pop to Sharon Needles’ apocalyptic runway up to Sasha Velour’s incredible rose petals, people all around the world got overly hooked with the hit drag phenomena.
Bianca Del Rio (Season 6 Winner) hailed by fandom as the best winner of Rupaul’s Drag Race
Because of this, along with the LGBT community, straight people from younger generation to adults became fans of RuPaul’s Drag Race. From the first win of Bebe Zahara Benet, almost all of them never expected that Rupaul’s Drag Race would be a massive hit.
What started as a little reality show about fabulous human beings became one of the most successful series in the world. Coco Montrese was never kidding when she said “I’m not joking, bitch”. And RPDR was never a joke of a show but a titan not to mess with.
Coco’s response when Alyssa Edwards said ‘Look how fuckin’ orange you look, girl’
Crossing the Chasm
To build its name in the market, Rupaul used the tactic ‘Crossing the Chasm’ proposed by Geoffrey Moore.
According to this tactic, the most difficult part of launching a new product is that there is a market to fill between early adopters (who are in the hunt for new innovations) to the early majority which is the mainstream market.
In this case, the early adopters would be the LGBTQ community who then filled and influenced the mainstream majority into watching the show. It is always a far cry but it is not impossible. To understand further you can check on what Apple iPod did for some intuitive masterclass.
During that time, people know that Apple didn’t invent MP3 nor pioneered digital music downloading. What they did successfully was that they captured a particular demographic which were the music lovers and then influenced each segment through leveraging a particular niche. Apple iPod then turned into a lifestyle norm rather than just a mere ‘MP3 Player’.
To simply put, ‘Crossing the Chasm’ is capturing 10% of the potential target demographic and use that smaller audience to spread ample amount of awareness to influence a larger market.
The methods for “Crossing the Chasm” include:
- Choosing a target market
- Understanding the whole product concept
- Positioning the product
- Building a marketing strategy
- Selecting the most appropriate distribution channel
- Deciding the proper pricing
RuPaul cleverly used this tactic to initially attract the LGBTQ community, who then suggested this show to their friends and family (straight or not) that rippled into various sets of demographic which resulted into more people watching the show season after season.
Personal branding
The contestants and their artistry created a story arch which became their own personal branding. With words like ‘Rudemption’ and ‘Rupologize’, these narratives are often associated with queens that they still carry even after leaving the show.
They use these narratives to build a brand for themselves. It benefits both the queen and the reality show in terms of brand recall.
‘Hi Bald’ – Trixie Mattel and Katya Zamo
Trixie Mattel is the most followed drag queen on Youtube and 2nd Richest Drag Queen in the World
The catchphrases and the badassery (if there’s such a word) of the drag queens have penetrated social media and became instant viral memes. The drag show, along with the contestants, use this method for marketing their show and personal brand.
According to Jasmine Masters, a contestant in All Stars 4 and Season 7
“Once you’re on [social media], you are a real celebrity. You are a brand from that point, you know, so you have to treat yourself as a market, as a business.”
Jasmine Masters’ “And I Oop” is the most viral Meme of 2019 via Buzzfeed
Social Media Marketing
Nowadays, to attract attention, you have to do what people love, and following trends is the best way to do that.
RuPaul’s Drag Race utilized social media to gain constant momentum. They have their review vlogs, memes, Youtube vlogs, make up videos, own spinoffs, behind the scenes vlog and many more.
‘Sibling Rivalry’ Season 8 Winner Bob The Drag Queen and All Stars 4 Winner Monet X Change
‘UNHhhhh’ is the most watched ‘Wow Presents’ show on Youtube
Drag queens as well created their own personal channels. This kept the fandom well informed and entertained. They authored books, attended various interviews, recorded music and podcasts, built a company and did some shows with other networks. All these bearing the name of Rupaul’s Drag Race which added to the show’s popularity. Never in the history of TV that a reality show has produced so many online superstars.
Wrap Up
RuPaul’s Drag Race spent a long journey of 12 years and produced 161 episodes to date. It is now one of the most loved TV shows in the world. Thanks to the genius marketing strategy of the directors, creators, producers and talented contestants of the show. With its rising popularity, Rupaul’s Drag Race is walking purse first and is now being held in countries like the UK, Thailand, Australia, Holland, Canada and Spain.
Rupaul’s Drag Race has a total of 24 Primetime Emmy Awards
Success can be achieved if you know the market and how it works. Always love your craft and believe in your vision. Defy the norms, innovate and don’t f**k it up. Look for ways to refresh your format. Capture the right audience and take care of them. Now, can we get an Amen up in hurrr?
As of November 2021, there is no release date scheduled for Rupaul’s Drag Race Season 14.
