ONE of the most prominent realities of today’s arts and culture industry is that it is vital for every artist to understand that they are a brand, and every aspect of their career is working towards selling that brand. As much as artists may not understand the value of branding, it has become an aspect of the industry that is vital to accept in order to achieve any level of success. Most A&R and management companies no longer look solely at the talent of an artist; instead they are looking at the overall brand that the artist identifies themselves with. In other words, their goals, beliefs, attitudes, back story and how all those aspects are translated and reflected into their overall image. Despite the fact that branding has always been a factor in the music industry, the rise of social media has made it more prominent than ever, and consequently it tends to be regarded by some as “the enemy”, that artists are obliged to put the brand before their music. Although this may be true in some cases, branding also has many perks, as well as the potential to develop an incredible experience that surpasses the music alone. However, in order to utilise branding to an artists’ advantage, one must firstly understand its importance in order to properly promote themselves, maintain the significance and value of their music, as well as create to do things that have not been done before. Social media sites, such as Facebook, Twitter, and Instagram, are content based and when an artist’s page is visited, the first thing people see of that artist is not their music, but their images, latest posts and bio, which are all factors of their overall brand. So, whenever an artist posts an update of the new music video that they just watched, a picture of their dog, or their excitement at being at an exclusive event, they’re knowingly, or unknowingly always contributing to and developing their brand. Branding is extremely powerful emotional trigger, and in some cases, more so than the music itself. Branding allows for emotional attachment, feeling related and connected to something, and gives a sense of belonging that people seek. In today’s industry, being a fan of a certain artists no longer solely means being a fan of their music, instead, it’s about being a fan of the overall brand that the artist defines themselves by.
Confidente. Lifting the Lid. Copyright © 2015