Def Jam Recordings – #5 Most Amazon-able Brand @ ComplexCon

Def Jam Recordings (DJR)

Brand mission: American record label owned by Universal Music. Active since 1984, they are still actively recruiting up and coming artist and making them into international stars.

Market insight as to why the product is hot: Household name specializing in hip hop, pop, and urban music, all of which are exploding in popularity. Impressive catalog of artists spans multiple generations of musical preferences.

Why will it do well on amazon: Has some of the most influential people in the world signed (Rhianna, Kanye West, Justin Bieber). These people all have active social media and an enormous influence on shopper preferences (Kanye West’s sister-in-law Kylie Jenner was #2 in most influential fashion icon for teen shoppers in 2019). 

These artists and other trademarks owned by DJR are some of the most searched for keywords on Amazon’s site. Not only does the record label have a seemingly endless number of novelty items they can create with those trademarks, as Prime Music and Video become increasingly relevant, artists can follow in Rihanna’s footsteps to do more media takeovers with products they endorse/own.