Marco “Phora” Archer is on the road to retiring by the age of 30. A simple Google search will reveal an overwhelming amount of songs, music videos and apparel the 23-year-old has available for consumption. But what was once a merchandise line created to compliment his music quickly turned into a multimillion-dollar income stream.
On November 24, Phora’s Yours Truly Clothing brand brought in over $2.2 million in revenue during their 24-hour Black Friday sale, moving over 30,000 orders at $76 per, and padding the company's monthly revenue stream of $100,000-$150,000.
Consistently raking in cash like that would likely suppress any other twentysomething-year-old’s need to venture out into extra endeavors, especially one that can be as financially draining as a music career. But, “I have goals and aspirations with the music that money can’t buy,” Phora says, “like getting a Grammy or wanting J. Cole or Pharrell to appreciate the music I make.”
That day may soon come. With over 128 million total views on his YouTube channel, the Anaheim-born rapper is diligently carving his name into hip-hop’s tree of life. After five years of pioneering his career without a label, manager or booking agent, Phora signed a record deal with Warner Bros. Records in January - a deal that prevents the label from having a financial stake in the Yours Truly Clothing brand - released his debut album Yours Truly Forever under the label, and embarked on his first sold out tour in 2017.
But Phora’s feats haven’t come without trial. In 2015, he was shot while driving in Pasadena. He was hit three times, with one bullet coming dangerously close to his spine.
“Everything could’ve ended right there,” he says, grateful it wasn't the reality. “It made me want to go and get it now.”
As a rapper, he openly laments his pains, frustrations and vulnerabilities; as a business owner, his management style is much more stoic, finding a delicate balance of controlled passion and urgency. The realization that the financial well-being of his 10 employees lies on his decision making skills isn’t lost on him.
“I thought I worked hard,” says business partner and owner of The MAC Agency, Andrew Lieber. “I didn’t truly know what hard work was until I met Phora.”
When the clothing brand launched in 2012, Phora’s business development strategies were much less polished. The then-18-year-old’s action plan consisted of releasing as much content as possible and building on top of the product that resonated the most. Over time, he cultivated a sound and an image intentionally promoting messages with positive connotations, such as t-shirts and hoodies with text that read “Blessed” and “Stay True,” as well as songs such as “Loyalty” and “Faithful.”
With a combined, and growing, following of over one million fans on Facebook, Instagram and Twitter, Phora and his team claim that the amount of revenue made and merchandise moved during their Black Friday sale was just the beginning.
Monetary success aside, his aspirations for a seat amongst hip-hop royalty are becoming more lofty. Ultimately, he says, “I wanna take over the world.”
