He used to provoke with “Patointelligence”, today he is one of the strongest brands in Polish pop culture. Mata, or Michał Matczak, earns money from music, concerts and long-term advertising contracts, and is also building a portfolio of businesses and assets – from a sports club to real estate. In the latest episode of the “Stars on the market” podcast, Aleksander Ogrodnik (Bankier.pl) and Aleksandra Pajewska-Klucznik (Super Express) break down his financial case into prime factors.
From school music video to mainstream
Mata's career began with a provocation that shocked the Polish Internet. “Patointeligencja” – recorded outside a Warsaw high school – was a scandal for some, and a breakthrough in telling the story of the young generation for others.
– It was such an instantaneous jump – recalls Aleksander Ogrodnik about the first wave of interest around Mata after the premiere of the song.
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As Aleksandra Pajewska-Klucznik emphasizes, success was not an accident, but a well-thought-out strategy. – He's an intelligent boy from an intelligent family. He knew what he was doing. This music video was shocking, but it spoke to his generation, the journalist notes.
Music sales and streaming: hard money from hits
At a time when artists rarely make money from records anymore, Mata proved that good and/or well-promoted content still has value. His debut album and subsequent releases broke popularity records – both in physical sales and streaming.
– 73 million views at this point. It's a lot, a lot – says Ogrodnik, looking at the “Patointeligencja” counter on YouTube.
As Pajewska-Klucznik adds: – The first album was probably a double diamond, the second a single diamond and the third platinum. If we sum up the profits only from music, it is several million zlotys, several million for sure.
A modern rapper is not only an artist, but also an entrepreneur who knows how to monetize views, streaming and popularity.
Contracts: McDonald's, Adidas and a sold “Vogue” cover
Mata quickly moved beyond the world of music and moved his brand into business. Advertisements, collaborations and fashion projects began to bring him millions more.
One of the most media moments was his cooperation with McDonald's – the rapper's first such large contract with a global brand in Poland. But the real breakthrough turned out to be Adidas.
– He was the first artist to design shoes for Adidas. A huge event was organized in Warsaw, where the cream of show business appeared – says Pajewska-Klucznik.
His cover of Vogue magazine also made history. – This was the only Vogue cover sold so far, entirely bought by the brand. And to this day it is the best-selling in the history of the magazine – adds the journalist.
Stage, tickets, VIPs: a concert machine
Today, Mata's concerts are undertakings whose scale rivals those of the greatest artists in Europe. But the beginnings were much more modest.
– When he started, he charged ten thousand for a concert – recalls Pajewska-Klucznik.
Since then, rates have skyrocketed. Stadium performances, thousands of fans and tickets reaching several hundred zlotys made concerts the main source of the artist's income. – It's like a snowball that drives itself. Sponsorship, cooperation, products – everything is connected – explains Pajewska-Klucznik.
Assets: real estate, lifestyle and further projects
Mata invests the money she earns and, like many people in the industry, she focuses on something permanent: real estate and her own initiatives.
– Mata recently bought a villa with a swimming pool for his parents, and he lives in an apartment in Mokotów – says Pajewska-Klucznik.
But that's not all. The rapper founded the Tajfun football club, whose sponsors are Adidas and Oshee, as well as the 420 Foundation dealing with education and the legalization of marijuana.
– This shows that someone gives him very good advice on financial matters – emphasizes Pajewska-Klucznik.
How much is all this worth?
He earns money from music, advertisements, concerts and his own projects. So how much is Michał Matczak worth today?
– We earn several, if not several dozen, million zlotys – says Aleksander Ogrodnik.
– Several dozen, for sure – adds Pajewska-Klucznik.
Listen to the entire conversation. You can find the video above. We invite you!
