By Sophie McGuire
Sounds of ink scratching across the sketchbook entwined with the faint sound of music in the background flow through the studio apartment that Ra Kazadi has transformed into his art studio. Typically, the music would be blasting as Ra sketches out his latest masterpiece.
He moves swiftly as he quickly freestyles his thoughts onto paper. The skateboard beneath his foot rolls back and forth as if to the rhythm of his art. Kazadi turns the sketch around to show his new creation. A drawing of a friend.
"Combining my athletics with artistic skills has definitely done something crazy for my brand!" Former SMU football player Kazadi exclaims, setting down his sketchbook.
Kazadis' art career and personal brand were always separate until he learned that he could combine them to create a profit.
When the NCAA announced in 2021 new rules to change how athletes could profit off of their name, image, and likeness, Kazadi quickly pivoted to create his own brand combining all aspects of his talent. Although the rules for this new way to generate income had not been done before, he wasn't intimidated to chart his own path. Instead, he smiles as he credits authenticity, motivation, and vision to how he built such a profitable business for himself.
SMU alum, Ra Kazadi, is a name, image, and likeness expert who has built a brand and following of over 10,000 followers. Raised just outside of Dallas, Kazadi played on the SMU football team for four years and excelled in advertising classes at the same time. His talent has helped him to build a brand that incorporates a non-profit, an art career, and a strong social media presence. Although Kazadi seems to be handling brand building effortlessly, it wasn't always easy until the NCAA announced new NIL rules for college athletes.
"I wanted to be the guy who was always doing something creative and who was always on the move. I wanted to be the guy who helped people, so I met with some friends and started a non-profit. It's just having a vision of who you want to be and become that," Kazadi says. "As that happens, you will build your personal brand."
As a former SMU football player, Kazadi is inspiring younger SMU athletes to chart their own path in brand building with NIL. Advice pours out of him as he sits deep in thought on what he would tell his 19-year-old self to succeed in NIL. He believes that collaboration with teammates who you can count on is a great way to have fun while helping each other build a following. Kazadi also grins as he gives some golden NIL brand-building rules.
"Meet as many people as you can, increase your network, stay focused, and don't take it too seriously. If your goal is to make a ton of money from NIL, then take those steps and meet with people, business owners, donors, and anyone who can help. Utilize social media, be responsible with it, and involve other people in what you're doing."
Sophomore SMU football player, Parker Forque, is living this 19-year-old football life firsthand.
"If I were to work or collaborate with a brand, I would want it to be a 50/50 situation, where I'm helping the brand grow, and they are helping me grow. I feel like I'm not at that point in my football career yet, but I am curious to learn more." Forque says.
Kazadi has always been a believer in having big goals and stepping into them with confidence.
“Ra shows everyone that no matter how busy you are you can always make time for your passions,” Sam Morse SMU football player says.
Forque also says that he dreams of someday working with big named brands that he uses in his daily life.
"I want to work with brands and things that I use every day," Forque said. "Things that make my life easier. Dream campaigns would be with Gatorade, Nike, Ray-Ban, and any other brand that would accelerate both my brand and theirs."
In 2021, when Kazadi realized that he had a huge opportunity to maximize his NIL potential, he began by combining his art with his own personal social media. Before NIL, the max commission he made on a piece of art was $600, and now he is selling pieces up to $9,000. The opportunities that are opening up to Ra through NIL have changed his life.
"I would say NIL definitely changed the trajectory of my life," says Kazadi as he skateboards across his art studio in downtown Dallas.
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