Adele Is Not a Fan of the Word ‘Brand’

Singer tells Time magazine the term is better suited for fabric softener, or "a packet of crisps."

AdeleTimeMagazineCoverTime’s deputy culture editor Sam Lansky got together recently with Adele in New York. The result is the magazine’s latest cover story, on newsstands today.

Teasing the piece online, Lansky writes that the U.K. superstar is not a fan of a word that gets thrown around a lot these days:

While personal branding has become an integral part of being a recording artist, Adele dislikes industry jargon. “I don’t like that word,” she says of ‘brand.’ “It makes me sound like a fabric softener, or a packet of crisps. I’m not that. But there’s personality in an artist, and if you’re expecting people to let you in and give themselves to you, you have to be a whole package.”

“I feel like some artists — and this isn’t shading any artist, just me trying to come up with my own explanation – the bigger they get, the more horrible they get, and the more unlikable. And I don’t care if you make an amazing album — if I don’t like you, I ain’t getting your record. I don’t want you being played in my house if I think you’re a bastard.”

Adele had a funny reaction when Lansky asks her about the rumor that she turned down the opportunity to duet with Beyonce for the new album. The singer also explained her decision not to stream “25” on services like Apple Music and Spotify.