If you only know Andre 3000 as one half of the southern hip-hop duo Outkast, allow me to educate you.

Often regarded as one of the greatest rappers of all time, Atlanta, GA's Andre Lauren Benjamin is the king of cool.

He's an insanely talented lyricist, producer, multi-instrumentalist, actor, black rights activist, and over-all beautiful human.

I mean, last year, the man released his first album in over 17 years; New Blue Sun. It's a lyric-less, instrumental flute album, redefining his artistic identity.

He's a creative genius to say the least. And I have nothing but time to listen to anything he has to say about the arts, which he doesn't speak about often. Andre has no social media besides one Instagram account, which he's never posted on. He only keeps it to prevent people stealing his name.

That's why when I heard him speaking at Cannes Lions this weekend with Meta's Alvin Bowles, I was hyped.

[If you don't know what Cannes Lions is, let me catch you up.]

His talk was a masterclass in creativity.

Andre spoke of authenticity and the art of staying true to oneself. He says what doesn't resonate is not truly creative. And to be genuinely cool, you must craft your own world.

Let's unpack what my fave had to say.

Or as Andre calls it 'self-disruption,' to which he is no stranger. The artist is forever on a relentless quest for newness. 'I keep my antennas up' he says. 'I try to look at things new all the time, if I don't feel like I'm doing anything new, I have to keep pushing myself.'

But to reinvent ourselves, or our brand, we must have a strong sense of assurance. Knowing your values is critical, according to Andre. 'I can't please everybody. As long as I'm doing what I love, meeting my own standards, that's all I can do.'

Andre's approach to creativity is deeply interconnected with authenticity. 'Set real goals for yourself that no one else can take away from you, and you'll be good.' Because when we crave outside validation, we falter from staying true to our own vision. It prevents us from taking risks, pushing boundaries, trusting the process.

Can I join yours Andre? Pleeeeease.

This is his secret sauce. Building a unique universe. 'Your upbringing, your family and your environment shape what you are into. That's your own special sauce.'

Once a part of the legendary Atlanta-based collective known as the Dungeon Family, which included other legends like Goodie Mob, CeeLo and Big Boi, Andre explains how they 'built a world that no one on the outside could replicate. Sometimes, you really have to create your own world to be cool to other people.'

Other artists that have also used this approach are David Bowie or more recently Tyler, The Creator. They've all created narratives across their catalogue, or "Conceptual Continuity' as Zappa coined it, using recurring motifs and world building.

All of these artists share a similar niche in that those who love their work completely geek out when one thing snowballs into another, almost like an inside joke.

And brands can do the exact same thing. You can create a subculture around your brand that gives your audience as sense of connection and belonging.