PHOTO: Drake pictured with Culture Kings founders Tah-nee and Simon Beard in 2017
Culture Kings Founders Simon and Tah-nee Beard: The $160k Duffel Bag Saga to Attract Drake to Their Store
Simon and Tah-nee Beard, the visionary minds behind Culture Kings, embarked on a daring endeavor to entice Drake to visit their store during his tour. Their audacious plan involved stuffing approximately $160,000 in cash into a duffel bag. However, their hopes of capturing a coveted photo with the superstar were dashed.
Undeterred by the strict instructions from Drake’s entourage, Mr. Beard managed to capture pictures with the rapper, igniting a wave of online buzz and securing a remarkable marketing triumph for the streetwear brand.
The journey for the Beards began in 2008 when they commenced selling imported clothing from the US at a humble stall in the Carrara Markets. Their fashion empire soared to astonishing heights, reaching a staggering valuation of $600 million. In 2021, the American buyer, a.k.a. Brands, seized the opportunity and acquired Culture Kings.
Boasting a combined net worth of $626 million, the power couple indulged in luxury real estate investments, including a lavish four-level penthouse in Surfers Paradise, purchased for $15.25 million. Furthermore, they embarked on extravagant plans to enhance their riverfront mega-mansion on Isle of Capri.
Their riverfront mansion on the Gold Coast was named among Queensland’s 50 best homes
During a One Life Club event on the Gold Coast, Mr. Beard divulged the story of how he convinced Canadian artist Drake to visit the Culture Kings Pacific Fair store while on his Boy Meets World tour in Australia in 2017.
In his relentless pursuit, Mr. Beard initially offered Drake’s barber $1000 per day to provide haircuts for customers at Culture Kings’ in-store barbershop. He faced numerous obstacles, maneuvering his way through the entourage of 50 people surrounding Drake.
Just as he was on the brink of surrender, Mr. Beard received a call from the barber on a Saturday morning, revealing that Drake would make an appearance for a fee of $120,000 USD (equivalent to approximately AUD160,000 at the time).
“Then I thought to myself, ‘Wait a minute, it’s a Saturday. How am I supposed to obtain $120,000 on the Gold Coast?'” Mr. Beard recounted. However, his admiration for Drake’s iconic status propelled him forward.
Drake browsing the range at Culture Kings Pacific Fair store
The couple embarked on a frantic mission, depleting every money exchange outlet from Coolangatta to Brisbane. Ultimately, they accumulated the funds, which they discreetly placed inside a Culture Kings-branded duffel bag. As Drake entered the store through the back door, they handed him the bag.
“I gave him the duffel bag, and he simply said, ‘Yeah, cheers, thanks,'” Mr. Beard recollected. Drake promptly passed it to his entourage, and the bag disappeared into the crowd.
Although Mr. Beard was informed that Drake wished to shop around without any photos or videos, he persisted. He praised the rapper’s performance and proposed collaborative marketing strategies to establish rapport.
Eventually, Drake agreed to participate in the photos and videos that Culture Kings employed to promote their brand.
“That single move, I hesitate to disclose the exact figure it generated… but it exceeded far beyond the $120,000,” Mr. Beard revealed, emphasizing the enormous success that resulted from their collaboration with Drake.
SOURCE: NEWS.COM.AU