Branding and Your Music Career… Is It Important For Your Success?
Branding and music are really two very different entities in terms of the levels of success generally achievable by independent musicians without huge conglomerate backing. For instance artists without the support of major record labels like EMI, Sony or BMG have no business expecting the same branding power as signed artists who do…
So how do you go about branding yourself when you lack the capital available to major label artists?
You outsmart the industry… not in a sneaky or underhanded way but with smart business intelligence. Marketing is not a game that only the advertising industry can play. As an entrepreneur (yes that is what you are) your job is to find the most effective means to sell your product the best way you know how. Branding is one option… but a well planned sales and marketing strategy is going to raise your bank account to higher levels a lot faster… while costing you a lot less.
It can be quite a daunting task to put together a marketing plan and branding is something that most music industry “experts” would have you believe is what’s going to put you over the top. Branding is the low hanging fruit that most musicians and industry folk strive so very hard to achieve.
These “experts” will tell you things like getting your face on the cover of Billboard, Spin or Source magazine is where you need to be focusing your marketing efforts… Although getting your band on the cover of any one of those magazines is undoubtedly going to put you in the public eye and may even be a huge boost to your “branding” efforts, it’s going to cost you a serious amount of money to obtain the premier real estate that will have any impact on the general public. Money that would serve you better on obtaining smaller levels of brand awareness for yourself…
First let’s consider what your brand really is. As an independent musician you should have a fairly clear idea of what genre of music you make. If you’re mulling that one over you’ll need to go back to the start line and get that straightened out before you read any further – positioning yourself in the music industry is another topic in and of itself and rightfully deserves it’s very own discussion…
Understanding your musical genre places you in a position to understand your fan base and what it is they like. Let’s face it, your brand is really all about your fans so knowing who they are and what they like will be instrumental to your “branding success”. Knowing your fans and what they like will allow you to appeal to their needs and wants. A lot of bands fail to understand how important this is and – sadly – it’s to their detriment.
Take inventory of the music you like. Do the bands you listen to appeal to YOUR lifestyle? Do you dress like they do? Or did you used to dress like them? Are their political, religious and lifestyle views in line with yours? I’m willing to bet a lot more than just the music they make turns you on – like what they do and how they live.
Well YOUR fans are no different… and yes they really do love you for more than just your music.
Of course the music is what turns their heads and peaks their interest, but it’s who and what you are that keeps them coming back. Do you think that fans of Rage Against the Machine have a lot in common with fans of Barry Manilow? There’s always a chance that a few exceptions exist but I’m willing to bet that the majority of their lifestyles and mannerisms are like night and day.
It’s with this fundamental understanding of who you’re selling your product to that will help to separate you from those who spend on “branding” and those who build a brand. You can find yourself wasting your money on useless advertising, magazine spots, and local billboards when you really should be focusing on building your business. Your music business!
Through the process of building your music business your “brand” will grow naturally and – in the long run – will endear you to your fans while forcing your brand position down the fans throat in today’s music industry will leave you wondering why you can’t put food on the table.
Comments
3 Comments on Branding and Your Music Career… Is It Important For Your Success?
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Trete Lo on
Tue, 9th Feb 2010 4:06 pm
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Duss Rodgers on
Fri, 19th Feb 2010 1:47 pm
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Trete Lo on
Tue, 23rd Feb 2010 1:35 am
I think this is a great article for the music business thanks so much for writing this, it helped a ton. Tell your readers that I have interviews with business professionals including the music business and interviews with celebrities.
http://www.undergroundsouthconnection.com
No P. All readers and listeners can get at you via your website link. Thanks for the kind words my friend…
Great! Thanks for the link.
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