Marketing and design in drag – a most fabulous fusion of creative realms

Hello my gorgeous audience! Is this anyone’s first drag show? Yes? That’s okay. I remember my very first drag show too and trust me, you’re in for a good time. I’ll make it easy and give you some background, rules, tips and tricks before we get started. Now let’s get to werk!

There are several origins of drag to consider, from the world of theatrical Shakespeare, African ritual dances, the art of Kabuki, the Stonewall Riots, the ballroom scene founded by the Black and Latinx communities, and the ongoing voices making their stand to this day. Despite adversity, the drag community has fought and continues to fight to be seen and respected as a formidable artform.

In our own Ottawa community, we have talented performers and artists that identify as kings, queens, mx, trans, two-spirited, and non-binary, all of whom perform with fierce purpose. I’m grateful to be a part of that very community, and have been able to experience first-hand the undeniable character and love it has to offer. Many members of the community have gone on to win drag competitions, pageants and even be featured on television shows.

If you’ve been on social media or on most streaming services in the last 15 years however, it’s difficult not to hear the name “RuPaul”. This globally renowned drag queen has been taking the world by storm, creating an entire drag empire that consists of multiple versions of the show, including spin-offs and even iterations in multiple different countries and languages. 

Getting cast on RuPaul’s Drag Race as a performer guarantees mass exposure with several contestants having grabbed these opportunities by the heels. Sasha Velour, Bianca Del Rio, Bob the Drag Queen, and Jinkx Monsoon are a few examples from the American version of the show that have found success in the form of further television appearances, Broadway, their own live touring shows, ventures in music and even their own books being published. A few other television programs that deserve just as much attention include The Boulet Brothers’ Dragula, Call Me Mother, Camp Wannakiki, and most recently King of Drag. 

Some contestants may only last an episode or two on these shows, but depending on how they present their personality or brand, it’s possible for them to sneak into the social mainframe. In this modern world of memes, GIFs, and soundbites, these performers can take a quick tagline or iconic fashion moment and turn it into a full marketing campaign. It’s very common to see attendees at local drag shows sporting shirts, clack fans, and other accessories with a performer’s signature brand strewn across them. Marketing and drag? Now those are two things I could get behind…

What does a drag performer do, exactly?

On any given day, a drag performer can cycle through many if not all of the following: host, sound mixing engineer, marketer, entrepreneur, comedian, makeup artist, accountant, jewelry designer, producer, activist, hair stylist, costume designer, coach, and choreographer—and that’s just for a Sunday brunch show! One thing I didn’t know before I started doing drag myself was how much work really, really goes into it. Sure, there’s pressure from your peers and community to excel and deliver, but it can be a true testament to how far you’re willing to push your creativity. 

Speaking of peers, the sheer creative strength and profound sense of collaboration in Ottawa’s drag scene alone is off the charts. There are countless performers who provide services and products for others, which in turn creates a booming economy within the community itself. Many artists have multiple skills outside of the drag world that not only help them exceed onstage, but also elevate fellow artists and their drag—we’re not always at each other's throats! There’s something for everyone, with different people providing multiple approaches to wig styling or nail design to name a few.  

Many performers rely on drag as their main form of income, and have to navigate marketing themselves and their services accordingly in a very competitive environment. Trying to get people to come watch your show instead of the other drag show down the street? Better get creative with your branding!

Branding is queen

Creative and branding? Funny you should mention those! With some graphic design knowledge in my backpocket, my experience has lent itself immensely in creating my own personal drag brand, and I have to admit…I’m one of my favourite clients. 

How I market myself, the merchandise I create, and even my personal logo are all opportunities for me to channel my design skills into my brand efforts. Not only do I produce designs for myself, but I’ve also had the honour of designing logos, posters, motion videos, and merchandise for local and regional performers alike. It’s a small example of how communities can intersect and share skills to create something magical. See for yourself: 

Plus, working for myself and with other performers has helped me hone skills beyond just graphic design. The craft as a whole requires a slew of transferable skills that can make or break your branding and presentation as a formidable force. Some areas where those skills come in hand include:

• Graphic design: Having prior knowledge of layout design and typography your own poster for a show. Even colour theory can help in deciding cohesive outfits, backdrops, and lighting cues—those things that make people go “wow, this is something special.” The best brands stand out. And the best performers know what it takes to do the same.
• Audience insights: Drag audiences can range from broad appeal to niche interests, and knowing who your audience is can be the difference between a sold-out show or an empty bar. It can also be the difference between a design execution that does fine, and one that holds someone’s attention. Why do people care…and why should they care?
• Social media management: Utilizing social media platforms to showcase your performances or specific tutorials can greatly extend your own personal messaging and values as a drag performer. In the agency world, knowing what’s trending design-wise can help inform decisions about your next move. Are you going to capitalize on what’s popular, or seek to buck the trend?
• Audio editing: A well-timed mashup of songs or a variety of clever sound effects can be unexpected and more memorable to your audience compared to the same default Ariana Grande song on repeat (no shade). What is going to keep peoples’ attention? That’s something that matters whether it’s audio, video, or design.
• Painting and fine art: Makeup, makeup, makeup! Being proficient with a brush and paint layering techniques can result in spectacular makeup looks. Tricking the eye with some subtle shading to hide one’s features and highlight others on stage can do wonders. Again, colour theory plays a major role here, as does finding unique ways to execute on a look without straying too far from the brand everyone knows. 

Every Ottawa performer I’ve met not only has many transferable skills but also interests from their lives outside of drag that have helped them strengthen their own drag persona and brand. For example, the drag queen Shebiscuit cleverly utilizes a gender-bending take on the iconic racing horse, with signature makeup and horse-inspired outfits to match. 

Gay Fieri is a drag king that also showcases a twist of Guy Fieri, with the spiky blond hair, unshakeable confidence, and spatula always in hand. 

I myself chose the name Portia Züm Züm to embody the love I have for everything cars with the majority of my jokes, costumes, and props all incorporating an automotive theme.

I’m very grateful that I can be open and proud about my drag community at Alphabet®, with coworkers always curious to see what crazy outfit I wore or which bizarre song I performed the night before. It’s a gift when your day job and night gig can continuously complement each other, especially through a creative and branding lens. In more ways than one, drag is truly an opportunity for different creative worlds to come together and be fabulous.

Looking to create a brand that stands out, that harnesses different perspectives, and speaks to your audience? Get in touch with us today.