How Joe Keery Built a Music Brand with Djo

The Dual Identities of Joe Keery

Joe Keery is best known for his role as Steve Harrington in Stranger Things, where he won audiences over with his charm, humor, and unexpected transformation from bully to beloved babysitter. However, beyond the world of Hawkins, Indiana, Keery has cultivated a completely different persona in the music industry under the moniker Djo (pronounced "Joe"). 

Successfully balancing two vastly different artistic identities while maintaining a loyal fan base is no easy feat. Yet, Keery has navigated this transition seamlessly, allowing his passion for music to thrive while still embracing his Hollywood career. In this article, Hollywood Branded discusses why Joe Keery's branding as both an actor and musician has resonated with audiences and how his alter ego, Djo, has skyrocketed in popularity.

The birth of djo

Before his breakout role in Stranger Things, Keery was a musician. He played in the Chicago-based band Post Animal, known for their psychedelic rock influences. However, as Stranger Things propelled him into mainstream fame, his involvement with the band took a backseat. Keery didn’t abandon his love for music, though - he reinvented himself.

In 2019, he introduced Djo, a solo project that allowed him to craft an entirely new sonic and visual identity. His debut album, Twenty Twenty, showcased a unique blend of experimental rock, synth-heavy production, and introspective lyrics. From the start, Keery distanced Djo from his actor persona, opting for an enigmatic, somewhat surreal aesthetic that included distorted vocals, face-obscuring visuals, and a quirky, almost elusive presence on social media.

Crafting an Alter Ego

Unlike many actors-turned-musicians who struggle to separate their identities, Keery fully committed to building Djo as its own entity. The project’s branding leans into elements of psychedelia, retro futurism, and eccentricity, which starkly contrast the approachable and more mainstream, 80s-inspired nostalgia of Stranger Things that his acting career is commonly associated with.

Modeled after some of his influences, a key part of Djo’s appeal is the intentional mystique. Instead of capitalizing on his celebrity status, Keery lets the music and visuals speak for themselves. His album covers, promotional materials, and performances present an artist unconcerned with traditional expectations. In Djo's early days, he would often wear sunglasses, funky outfits, and lean into an almost character-like presentation that separated Djo from Joe.

Keery has spoken about this deliberate choice in interviews, such as a recent conversation with NME, where he explained that Djo allows him to explore his musical creativity in a way that is independent of his acting career. His commitment to this artistic vision has made Djo a respected project in its own right.

Photo Credit: Chicago Sun-Times

The TikTok Effect

In 2023, Djo’s song "End of Beginning" from his album Decide unexpectedly went viral on TikTok, catapulting his music career beyond cult status and into mainstream consciousness. The track, which features dreamy instrumentals and poignant lyrics about nostalgia and change, resonated deeply with TikTok users. It became the backdrop for countless emotional and cinematic videos, introducing millions to Djo’s music.

This virality was a game-changer. While Djo already had a cult following, "End of Beginning" opened the floodgates to a wider audience. It proved that his music could stand on its own, apart from his acting fame, and allowed new listeners to discover Djo organically, with many users not initially realizing that Joe Keery had any association with the song. The song’s melancholic and nostalgic lyrics fit perfectly with the ‘coming-of-age’ aesthetic that dominates TikTok, making it a favorite among creators.

Keery didn’t chase trends; TikTok found him, reinforcing the authenticity of his artistic evolution. This organic growth further strengthened his credibility as a musician rather than just an actor trying his hand at music.

Live Performances & Media Appearances

Despite maintaining Djo’s distinct persona, Keery’s media appearances still play a crucial role in shaping his overall brand. Whether it’s a late-night talk show interview or a red carpet event, his natural charisma and down-to-earth attitude shine through, endearing him to both longtime fans and newcomers.

Joe Keery’s music career continues to gain momentum as he prepares for some major upcoming performances. One of the most anticipated events is his Coachella 2025 appearance, where he will bring Djo’s immersive and theatrical stage presence to one of the world’s biggest music festivals. Additionally, Keery is currently on a world tour in support his next album, The Crux, which is already receiving acclaim from both fans and critics. With more live shows on the horizon and an ever-growing fanbase, Djo’s ascent into mainstream music is becoming more solidified than ever.

Keery understands the balance between embracing his acting fame and pushing forward with his music simultaneously. He doesn’t shy away from discussing his acting career, but he also ensures Djo remains a separate, creatively fulfilling venture. This duality makes him even more intriguing - he’s not just an actor or a musician, but a multifaceted artist who refuses to be confined to one lane.

Photo Credit: Coup de Main

Staying authentic While Expanding His Reach

Masterfully navigating what many of his counterparts struggle with, Joe Keery’s journey as both an actor and musician exemplifies how artists can successfully craft distinct yet authentic personas. His balance between being a Stranger Things fan-favorite and being Djo’s enigmatic frontman proves that authentic branding, artistic integrity, and strategic separation can allow an individual to thrive in multiple creative spaces.

By embracing the mystique of Djo while staying grounded in his own identity, Keery has expanded his audience without alienating his core fanbase. His recent viral success only solidifies his place in the modern music landscape, as his acting career continues to thrive with appearances in the most recent season of Fargo and an upcoming feature titled Pavements. His artistic evolution is far from over, making him an intriguing prospect as a celebrity brand partner as his star continues to grow.

Eager To Learn More?

If you're inspired by how Joe Keery has crafted his brand, check out these related Hollywood Branded blogs on celebrity branding:

• Mark Hamill: The Hero Behind the Legend
• Bad Bunny and Brands
• How Kaley Cuoco Built and Brand Beyond The Big Bang Theory
• How Sylvester Stallone's Iconic Persona Makes Him a Winning Celebrity Partner for Brands
• Matthew McConaughey: Reinventing Himself On and Off the Screen

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