Every entrepreneur has a story, but successful businesses are built by those who know how to tell 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 “Young D” Metz and Quinton “Yung Trybez” Nyce—weaving stories as they lay down beats was always their intention. The duo draws inspiration from their upbringing in Kitimat, BC—a small rural community 15 hours from Vancouver. They later found their story had a global audience, 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 goal was to gain exposure in the spaces they were familiar with and inspire word of mouth in a community they were already a part of (being avid players and spectators of the sport).
This helped them spread brand awareness throughout the community and collect data on what customers got excited about. Today, the pair sell out their live shows, along with their killer merch—also inspired by their upbringing—and stand as an inspiration to Indigenous artists and entrepreneurs globally.
Ahead, the duo share their best tips and tricks to storytelling online to create a profitable brand.
Finding a core story
The first step in business storytelling is identifying experiences that make your journey unique. For Darren and Quinton, growing up in the Haisla community provided rich narrative elements: land protection, cultural heritage, and community values.
“We didn’t really realize what we had growing up until we moved away and started living in Vancouver,” reflects Darren. “Cause 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 beautiful 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 story.
Communicating through product development
Storytelling isn’t only about words—it’s also about weaving a narrative into every aspect of the brand. For Snotty Nose Rez Kids, allowing people to witness their story developing in real time is how they build a close connection to their audience. Darren and Quinton create their brand, clothing style, and music all while simultaneously expressing their life stories with the world. This helps people feel part of the journey 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 story. Quinton made basic iron-on t-shirts: “I’d get 15 made. I’d sell those out. I’d have more money. I’d go back.” Each shirt became a conversation starter about their brand, and their music. As they sold more t-shirts, they increased the quantity and quality of the shirts, as well as the price 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 story resonated most with their customers and adjusted their merchandise based on customer response, letting demand shape their brand’s evolution. Make sure to connect with your audience in person at shows or on social media to create the best colorways, styles, and designs they want.
Amplifying your story 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 new stream of revenue. 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 share in person anecdotes with the crowd.
IG POST
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 community and allows others from all over the world to feel empowered by the story 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 Market demonstrates how to connect individual business narratives to larger community 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 story and learning from others as much as you can.
“You’re going to eat shit for a few years,” Darren warns, but he thinks success comes to those who keep telling their story. “You only lose when you quit.” Darren identifies three essential elements for effective business storytelling:
- Passion: Your authentic enthusiasm for the story you’re telling
- Patience: Understanding that great stories take time to spread
- Perseverance: Commitment to telling your story even when times are tough
When entrepreneurs effectively share their story, they create more than products—they create legacy. Darren and Quinton continue using authentic storytelling and persistent execution to transform their cultural heritage into thriving business success.
Watch the full interview on Shopify Masters YouTube channel for more storytelling tricks and tips.
