“Am I the Drama?” The question that started the conversation. With the title of her second studio album, Cardi B accomplished what most communications fail to achieve: genuine two-way dialogue. The interrogative title was an invitation for engagement, a vulnerability that asked audiences to participate in the narrative rather than passively consume it. In lieu of declaring her position, Cardi B created space for conversation, a platform of exchange capable of supporting multifaceted connection. Her approach is a stark contrast to industry norms of posturing publicly, where campaigns retreat into corporate headquarters to copy, paste and polish plastic. Cardi B planted herself directly in the cultural garden of everyday human experience. Her dynamic campaign sprung up in the form of:
A Sidewalk Vendor
By positioning herself in the economic reality her music addresses—hustle, grind, resourcefulness—she made her values experiential rather than merely conceptual. Her NYC Street vendor theater balanced celebrity with humility offering hope to real humans grappling with real challenges. A recent grad grinding to realize a dream. A mid-career professional, refusing to settle, prudently pursuing possibilities. The inspiration was audience agnostic. It was universally human.
The Bodega Pop up
The appearance at a Washington Heights bodega exemplifies what happens when public relations revolve around authentic human exchange. Staged lighting and choreographed interactions could not carry the weight of the innate spontaneity borne by the raw moment: Cardi B, the larger-than-life entertainer, juxtaposed against a pedestrian neighborhood space, special because of its communal characteristic. The contrast of the moment, not in its production value, made media coverage inevitable.
Breaking Down Facades
Cardi B’s PR strategy demonstrates that the best public relations is building authentic interactions with the public. In an era of infinite information and sophisticated manipulation, audiences crave the irreplaceable authenticity of genuine human connection. Experiencing is believing. The quintessence of Cardi B’s intent in this campaign is to humanize her celebrity persona and create genuine connections by exposing her authentic self and shared human commonalities. Her efforts make her connection with fans more authentic and human, showing that despite fame, she shares everyday struggles and vulnerabilities. This effectively bridges the gap between Cardi B the celebrity and Cardi B the individual, making her more accessible, real, and relatable to her audience: Opting for closeness, rather than calculated distance. Building trust through the courage to be… human.
Existing and aspiring PR Baddies should take note of the Cardi-inversion:
Invite audiences into real conversations
Audiences engage more deeply in dialogue than deliver one-sided messages. Questions, by nature, invite or open exchanges. Create space/opportunities for participation, feedback, and emotional investment.
Make values tangible
Values become more credible when physically demonstrated in real-world contexts instead of only stated verbally. When principles are embodied through lived experiences—such as Cardi B aligning with street vendors to reflect hustle and resilience—audiences are more likely to perceive those values as authentic and aspirational.
Transform “everyday” into distinct memory placards
Ordinary locations and moments can become powerful cultural markers when connected to meaningful interactions. The Washington Heights bodega pop up elevated a common space into a collective memory that linked Cardi B to community identity and authenticity, leaving an enduring impression. At this point earned media serves as a reinforcer. Cloud Deli is an ever-present reminder that Cardi B was here.