Jason: All right, so we've covered a lot today--
the power of authenticity, connecting through personal interest
and social connection, but we wanted to hear from someone
who exemplified this throughout her entire career.
Not only has her artistry redefined culture time and time again,
but her power, poise, and influence has inspired millions around the world.
Please welcome Mary J Blige. Mary: Hi, Jason.
Jason: Hi. How are you? Thank you for coming.
Mary: Thanks for having me.
Jason: Is it okay if I call you Mary?
Mary: Sure. Jason: Okay.
Something that's changed since when you first came out onto the scene
is how much the culture and the industry has evolved
and how not only do you have to be heard,
but you have to be seen, right?
Like, with social media.
How have you kind of dealt with that shift in culture and that accessibility?
Mary: In the '90s, you were a mystery.
All the hip-hop artists from back in the days were a mystery,
but nothing is a mystery anymore.
It's a miracle what social media has done with just,
you know, being able to, you know, advertise an album or a show
or a song or a picture.
And I was so happy that I could be a part of people's sunshine.
And then when I heard all the, you know, the comments
and, you know, things people had to say online.
Social media is great for, you know, positivity, you know. It's good.
Jason: Can you talk about why music
is such a great representation for different voices and authenticity
and multiculturalism in particular?
Mary: Well, music is the biggest way to connect.
Like it's all our lives since we were babies.
We remember songs that made us connect,
that made us come together, made us sing together.
You know, we've just--
it's the biggest form of communication.
Jason: Yeah. And it can kind of bring us back
to our childhood or kind of help us even experience and understand
someone else's experience.
Speaking of music, I feel like music has just evolved
and it's changed so much. Not only are you listening to it now,
you're watching music videos on YouTube, and it's changed quite a bit.
You've had a channel on YouTube now for 12 years.
Can you tell me a little bit about what that's been like for you
to be able to build the channel, connect with subscribers,
reconnect with some people?
What has it been like for you to build that channel?
Mary: Amazing. I mean, everything social media,
when it's positive, is amazing because you're making a connection
to people all over the world that you've never probably--
never probably even visited their country.
Jason: Right. Mary: But you're touching them.
You're touching their children. So it's just beautiful, all positive.
Jason: And something that you've managed to do
that a lot of brands haven't been able to do
is grow, like, a really organic and beautiful audience.
Like, on YouTube, in particular, you've got over 2 million subscribers.
What is the secret to success there for you?
Mary: I mean, just the fan base just loving you the way they do.
And you just giving them what's necessary
because they believe what you believe.
So if you're phony with it, they feel that you're phony with it.
So if you giving them love and positive--whatever Mary J Blige
is giving them that's real from her.
That's the secret, I think, for me.
Jason: I feel like you've done such a successful job
at building a great, not only brand,
but community around the brand,
but I feel like it's something that a lot of brands
are struggling with, actually, as far as reaching diverse audiences
or, like, really authentically telling their story.
What do you think about for your brand?
Or what do you think is some of the reasons
why some brands still have issues connecting with diverse audiences?
Mary: I know for me it's about honesty
and caring about the consumer.
People are not cattle to me. People are not numbers to me.
It always comes back to me, like, successfully,
like, in full, like, because I care. I know what's in my product.
I'm using it. I'm the guinea pig.
I've been wearing it for years. Jason: Yeah.
Mary: So for me, that's what works, just caring about the consumer.
Jason: I feel like the theme of everything that you're talking about
is, like, just really being authentic,
not only to yourself but also to honor your audience.
Mary: Yes.
Jason: Honor your fans who've been on the journey,
not to sell them something that you wouldn't use yourself,
but really respect them. Mary: Right.
Jason: Before we wrap, I know your fans wanna know.
What do you have going on? What's coming up next?
Mary: Okay. I have new music and new album coming.
Of course, the wine you know is out there
and the halftime show.
That's about it right now.
Jason: That's a lot. So thank you so much for your time
and for sharing so vulnerably with us. We really appreciate it.
Mary: You're welcome.
Jason: Well, I told you.
It's all happening on YouTube.
Content that was once considered niche is now the norm.
And like Mary just said, culture is the future of online video
and what's next for your brand and business.
And like I said, YouTube is an amazing place
for authentic perspective
and also to build empathy that spans borders and lines
that once divided us.
People are not only streaming what they love,
but they're defining what's the new mainstream.
Oh, yeah. And I almost forgot.
You can rewatch all this amazing content on the YouTube Advertisers channel.
See ya.