dexter - Something Real

I recently came across this garage-tinted gem by dexter - her mellow vocals over a ticking garage drum beat, she sings candidly about moving on from somebody. It’s a bittersweet narrative, looking back at what went wrong, and actively deciding to move forward and create the life she deserves. Lasting just over 2 minutes, the track gives us a sincere snapshot of these emotions. The ambient synths and short vocal samples shape an atmosphere of nostalgia - looking back with a new perspective, and turning hopefully to the future.

Whilst checking out more about dexter online, I discovered she was the first artist signed to RULESTHEWORLD records - an offshoot of the clothing brand Corteiz (CRTZ). Corteiz is an enigma of the streetwear world - the founder (known simply as “Clint”), doesn't do any press, and the brand runs soley on word-of-mouth. Both their Instagram account and E-Commerce site are private, creating a tight-knit community of those in-the-know. Exclusivity and secrecy are pillar’s of Corteiz’s brand, and echoes of this are evident in dexter’s own marketing.

Immediately obvious was the lack of a bio on dexter’s Spotify page, linking only to her Instagram account. Her Instagram itself has no links to her music, with a profile picture just a simple sketch of a face. Even the artwork for some of her tracks are pictures of her younger self - there seems to be an intention to obscure a public image, and make you dig to discover the real dexter. Combing this with a requirement to be in-the-know, such as her insta tag @dexterinthenewsagent, or her “Crazy Silly Party” requiring RSVP via email, dexter has created a world where her fans can feel a part of something.

This marketing tactic is in stark contrast to what seems widespread advice - making your content and everything about you immediately accessible, in order to connect with as wide an audience as possible. Dexter demonstrates the success of exclusivity and secrecy, ultimately creating FOMO, and leaning on the age-old idea “you want what you can’t have”. I’m really interested to see how her fanbase grows, and if she will continue these approaches with her upcoming EP, with a recently announced release date of September 30th.