🎤 Nouveau Riche Music – Raw branding, bold storytelling & a movement in the making

Some stories don’t start in a boardroom. They begin at a kitchen table, with loud beats in the background and an unapologetic vision for the future. That was Nouveau Riche Music. And that’s where I had the opportunity to kick off one of my first big branding projects — long before Stories by Frake became an agency, but with storytelling that already hit the right notes.

Together with founders Mr Polska and Boaz van de Beatz, I helped shape the tone, visual identity and campaign strategy for a label that disrupted the Dutch hip-hop scene — and influenced a generation.

What is Nouveau Riche Music?

Ever wondered how the Dutch music scene got its electrifying edge? Enter Nouveau Riche Music, the brainchild of producer Boaz van de Beatz. This label didn’t just make waves—it created a tsunami, bringing talents like Mr. Polska, Jebroer, and Ronnie Flex into the spotlight. I had the privilege of contributing to building this brand, witnessing firsthand how these artists transformed the musical landscape. Let’s dive into the journey of Nouveau Riche Music and its game-changing impact.

✍️ Press releases that didn’t sound like press releases

The branding started with words. Not the usual polished statements, but a raw voice that reflected the artist behind the music. One of my press releases famously opened with:

“In the East, where vodka still flows through the streams and bison roam your living room, comes Mr Polska…”

That tone stood out — and it worked. Early press releases landed in the hands of national media outlets like BNN, State Magazine, and 101Barz. That exposure led to radio play, “Talent of the Week” features, and even a full documentary in Poland by production company Opslaan Als.

📰 We were also one of the first to introduce Electronic Press Kits (EPKs) in the Dutch music scene — a simple zip folder with snippets, press photos, and two different press releases: one bold, one professional. Smart packaging, strategic distribution.

🚀 From mixtapes to media exposure

I worked closely on campaigns that now feel iconic:

• Mr Polska’s ‘Voorbereiding Mixtape’
• Jebroer’s singles, including ‘B’tje Vliegen Toch’
• NoizBoiz’s ‘Zware Bassen Zware Beats’
• Jebroer’s ‘11Elf’ (including a 360° teaser video I shot myself)
• ‘Soldaatje’ by Mr Polska & Ronnie Flex — which I pitched to the right blogs for maximum attention

Each release came with a unique content strategy, from video distribution to platform curation. My role included pitching tracks, creating media kits, and generating buzz across channels like 101Barz and national radio — sometimes leading to full media formats and follow-up exposure.

🎯 Building a brand that resonated

Nouveau Riche wasn’t just music — it was identity, self-awareness and storytelling. With Mr Polska as the key figure, I focused on amplifying his Polish heritage in a playful, self-deprecating but authentic way. Not a caricature, but a character. That balance helped the audience connect — and kept the brand sustainable beyond the hype.

From press tone to social captions, I developed the first brand voice for Nouveau Riche Music — and it’s one that still echoes through their artist communication today.

✍️ Strategic value beyond the early years

Even years later, I was brought back in for new projects. For example:

• I worked with artist Le Boy on a Sziget Festival campaign.
• I developed a concept for a stylized animated music video series for rising artist Vlienboy.

Same storytelling DNA, different creative formats.

💬 What we learned at Stories by Frake

• A strong brand starts with distinct tone-of-voice.
• Great music isn’t enough — your story needs to be told the right way.
• Media exposure is about timing, packaging and daring to stand out.
• If your brand is honest, raw and relatable — people remember it.

At Stories by Frake, we now apply these same insights to help brands, artists and companies grow with creative strategy, authentic branding and impactful content campaigns.

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