Every commence-up founder has a narrative, but successful businesses are built by those who recognize how to inform those stories well. For Snotty Nose Rez Kids—a First Nations, Juno- and Polaris-nominated hip-hop duo composed of cousins and Haisla rappers Darren “youthful D” Metz and Quinton “Yung Trybez” Nyce—weaving stories as they lay down beats was always their intention. The duo draws encouragement from their upbringing in Kitimat, BC—a tiny rural throng 15 hours from Vancouver. They later found their narrative had a global spectators, connecting with communities far and wide.

The cousins started their band in 2016 and began promoting it every way they knew how, including selling band merchandise at local basketball games. Their objective was to earnings exposure in the spaces they were familiar with and inspire word of mouth in a throng they were already a part of (being avid players and spectators of the sport).

 

This helped them spread brand awareness throughout the throng and collect data on what customers got enthusiastic about. Today, the pair sell out their live shows, along with their killer merch—also inspired by their upbringing—and stand as an encouragement to Indigenous artists and entrepreneurs globally. 

Ahead, the duo distribute their best tips and tricks to storytelling online to make a profitable brand. 

Finding a core narrative

The first step in business storytelling is identifying experiences that make your trip distinctive. For Darren and Quinton, growing up in the Haisla throng provided wealthy narrative elements: land protection, cultural heritage, and throng values.

“We didn’t really realize what we had growing up until we moved away and started living in Vancouver,” reflects Darren. “factor now you’re around a bunch of tall buildings, skyscrapers, city life … that made us realize, like, when we look back at our hometown, it is surrounded by attractive mountains and ocean.”

This contrast between their roots and life in Vancouver became a cornerstone of their brand narrative, demonstrating how entrepreneurs can turn personal perspective into a compelling brand narrative.

Communicating through product advancement

Storytelling isn’t only about words—it’s also about weaving a narrative into every facet of the brand. For Snotty Nose Rez Kids, allowing people to witness their narrative developing in real period is how they construct a close connection to their spectators. Darren and Quinton make their brand, clothing style, and music all while simultaneously expressing their life stories with the globe. This helps people feel part of the trip as they’re able to hone in on their identities as individuals and a duo. 

They began by selling t-shirts: a single item that represented their narrative. Quinton made basic iron-on t-shirts: “I’d get 15 made. I’d sell those out. I’d have more money. I’d leave back.” Each shirt became a exchange starter about their brand, and their music. As they sold more t-shirts, they increased the amount and standard of the shirts, as well as the worth they charged.

Quinton and Darren designed the shirts and got them out the door as quickly as they could. “Done is better than perfect,” Darren emphasizes. They noticed and tracked which elements of their narrative resonated most with their customers and adjusted their merchandise based on customer response, letting demand shape their brand’s growth. Make sure to connect with your spectators in person at shows or on social media to make the best colorways, styles, and designs they desire.

Amplifying your narrative through digital platforms

Darren and Quinton couldn’t exclusively sell their merchandise at concerts or local sports events and make a living, so they launched a store on Shopify, opening up a recent stream of turnover. After launching their store, the band created an integrated narrative across platforms to strengthen all the touchpoints someone could have with Snotty Nose Rez Kids. 

This included coordinated social media posts around specific album releases or merch drops, and 80 to 100 live shows where they could distribute in person anecdotes with the throng. 

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The most powerful business stories invite customers to become part of the narrative. “[We’re for the guys that were the outcasts in the back of the room growing up,” says Quinton. Sharing to social media and creating music and merchandise online creates throng and allows others from all over the globe to feel empowered by the narrative and brand. 

Attending events in person or online where other like-minded artists and creators are working toward their goals helps motivate founders. The duo’s appearance at Santa Fe Indian trade demonstrates how to connect person business narratives to larger throng stories. “It’s a hell of a place to network,” says Darren. “You got everybody from so many different nations and tribes all coming to Santa Fe.” Connect and get inspired by sharing your narrative and learning from others as much as you can.

“You’re going to eat shit for a few years,” Darren warns, but he thinks achievement comes to those who keep telling their narrative. “You only misplace when you quit.” Darren identifies three essential elements for effective business storytelling:

• thrill: Your authentic thrill for the narrative you’re telling
• Patience: Understanding that great stories receive period to spread
• Perseverance: Commitment to telling your narrative even when times are tough

When entrepreneurs effectively distribute their narrative, they make more than products—they make legacy. Darren and Quinton continue using authentic storytelling and persistent execution to transform their cultural heritage into thriving business achievement. 

Watch the packed interview on Shopify Masters YouTube channel for more storytelling tricks and tips.