Rebranded Fame

Artists changing their stage names can often seem odd: is it a risk or a shift in identity?

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A stage name is typically one of the most distinctive elements for an artist. Once a singer or band finds success under a particular name, that brand becomes closely associated with their music, image, and artistic identity. However, some well-known artists have chosen to change their names after years of recognition. A recent example of this trend is The Weeknd, who announced his intention to abandon his famous pseudonym and return to his birth name, Abel Tesfaye. What motivates an artist to make this decision? And how does it impact their musical brand and public perception?

After more than a decade of success, The Weeknd has decided to abandon the name that brought him fame and return to using his real name, Abel Tesfaye. The singer explained that this change is part of a personal and artistic transformation. After building a mysterious and captivating persona, Abel now seems eager to reveal his true identity. This decision, according to many, could pose a risk to his career, as the name The Weeknd is an established brand associated with worldwide hits such as "Blinding Lights," "Save Your Tears," and "Starboy." However, artists like Prince and Kanye West have demonstrated that a name change does not always have a negative impact on a career; in fact, it can represent an artistic renaissance.

One of the most famous cases of a name change involves Prince, who, in 1993, decided to abandon his stage name and adopt an unpronounceable symbol. This change was partly a protest against his record label, Warner Bros., which held the rights to the name Prince and his music. To facilitate communication, the media began referring to him as "The Artist Formerly Known as Prince." Despite the initial confusion, he managed to maintain his status as a musical legend and, in 2000, returned to using the original name that the world was familiar with.

Prince’s unpronounceable symbol. Photo Courtesy of NPG Records. © All rights belong to their respective owners. No copyright infringement intended.

And what about 2021? The year in which Kanye West officially changed his name to Ye. According to the artist, this change reflected a spiritual and personal transformation. Kanye had already used this moniker in his lyrics and in the title of his album "Ye" (2018), making the transition feel more natural. The change did not negatively affect his fame, as he continues to be a prominent figure in music and pop culture. Snoop Dogg also played with his name, though it was temporary. In 2012, he claimed to have had a spiritual revelation in Jamaica and adopted the name Snoop Lion for his reggae album Reincarnated. However, the change did not last long; after the reggae project, he returned to using his original name, Snoop Dogg, by which he is still known today.

Sean Combs is probably the artist who, amongst everyone, rebranded his image more than anyone. He is known for changing his name several times throughout his career. He took off as Puff Daddy, then adopted the name P. Diddy in 2001, and further shortened it to Diddy in 2005. These constant name changes have not hindered his career, demonstrating that when an artist has a strong brand, audiences will follow them regardless of the name.

Changing one's name after achieving fame comes with both risks and opportunities. On one hand, it may confuse fans and require effective marketing to gain acceptance of the new name. On the other hand, it can signify an artistic and personal evolution that allows the artist to express themselves more authentically.

For artists like Prince, Kanye West, and Puff Daddy, name changes did not diminish their fame; instead, they helped define new phases in their careers. In the case of The Weeknd, time will tell if Abel Tesfaye can maintain the same impact under his birth name. With an established fanbase and a successful career, it is likely that this change will not negatively affect his musical journey.

While these decisions may seem risky for an established artist, history shows that such transformations can lead to positive outcomes. When an artist has a strong musical identity and a solid fanbase, a name is just a name and becomes a minor detail. What truly matters is that the music continues to resonate, regardless of the label under which they present themselves to the world.