Ice Spice, the 23-year-old rapper, has been making waves in the industry recently. Not only did she release her own signature drink in partnership with Dunkin’, but she also won the MTV VMA for “Best New Artist.” In a recent interview with Variety, Ice Spice opened up about her rise to success and why she believes she’s a marketing “genius.”
Despite her quick rise to fame, Ice Spice has faced criticism from some who believe she’s an industry “plant.” However, she doesn’t let the rumors bother her. “I just let people believe whatever they want to believe, to be honest,” she told Variety. “I don’t really mind all the rumors. At first, I did, but now I’m at a point where I understand that just comes with this lifestyle.”
Ice Spice credits her success, and her ability to defend herself against the naysayers, to being a “marketing genius.” She recalled a recent Twitter exchange where someone criticized her style and suggested she needed a stylist. Ice Spice responded by sharing a Dunkin’ job application, showcasing her quick wit and ability to turn a negative comment into a marketing opportunity.
“People be trying to act like I’m dumb, and I’m just like, I’m a marketing f*****g genius,” she explained. Ice Spice believes her New York upbringing and having to be quick on her feet has shaped her into the savvy marketer she is today.
In addition to discussing her marketing skills, Ice Spice also shared her perspective on “competition” within the rap industry. She believes that while some of her peers may pretend to support each other publicly, behind the scenes, they can behave differently. “People want to be all ‘I’m a girl’s girl,’ but then behind the scenes being bitches,” she revealed.
However, Ice Spice is openly “excited” to see other female rap artists doing well. She recognizes that competition is a natural part of the industry and is what keeps everyone on their toes. “I think we all secretly enjoy competing and seeing who put that s**t on better and who’s gon’ get the most views,” she said. Ice Spice is transparent in acknowledging that other artists are watching her and she’s watching them too, creating a healthy sense of competition.
While Ice Spice focuses mainly on her rap peers, she also acknowledges that competition exists in every industry, including from male artists and nonbinary individuals. “Everybody today is competing with everybody no matter if you’re a boy, girl, nonbinary, whatever it is,” she stated.
Ice Spice’s perspective on competition and her ability to market herself has contributed to her success thus far. Despite the rumors and criticism, she remains confident in her abilities and continues to push boundaries in the rap industry. As she said herself, “I’m a marketing f*****g genius.”