The 5 Essential Elements of Artist Branding

Artist brandingLet’s talk for a second about icons.  Elvis.  Michael Jackson.  Nirvana.  Beyonce.  What do all these superstar acts have in common?  Solid branding.  Any major success in the music industry is achieved with the help of specific team members who create and refine a public facing persona to capture the attention of the masses.  If you simply follow your instinct and express your artistry you can do most of this work on your own.  Here’s the checklist you’ll want to tackle to make sure you’re on the right track.

1. Recordings

First things first, you need to have great material. It’s been said that all you really need is one hit but, let’s be honest, you’re aiming for a “Greatest Hits” album somewhere down the line, right? Without a compelling tune, your work is exponentially harder than it needs to be. Make sure to record full demo versions of any potential album tracks before investing the time and money in heading to the studio. These songs are the raw goods you need to build your future on, don’t skimp.  Do your recorded songs keep people coming back for more?

2. Online Branding

This is undisputed; your presence on the web is more important than ever. There’s a un-ending list of profiles and platforms to keep current and consistent. Starting with the top though, you’ve got to have an official website. Although it may seem that with the advent of hundreds of social media sites, your main site doesn’t need to be all that polished. Nothing could be further from the truth. Your artists website should be the home base that each of your profiles bounces back to. This should also act as the glue that keeps your fans connected directly to you, either by a public message board or a newsletter sign up form.  Email newsletters are still one of the most engaging ways to inform and interact with your audience.  From Facebook, Twitter, and Instagram to Soundcloud, Snapchat, and DatPiff, each of these tools get your music in front of a very large and taste-specific audience, but unfortunately leave out integral parts of internet branding. What do the websites of your favorite artists look like?

3. Images and Photo Shoots

So you think Rihanna just wakes up, jumps out of bed, and immediately hits the Billboard Awards stage? Think again. Between outfit, hair, and makeup, preparation for larger events can take multiple hours. The same type of consideration should be applied to what you and/or your band looks like. Take time to think about your artistry and what kind of clothing best matches your vision. Music videos are just as important as your sound recordings, the difference of course, is the imagery you’re including alongside the audio.  If you have a group or band that you’re working with, it’s best to collaborate on an image that works with all members.  The best visuals for an artist are ones that capture the overall vibe and personality of the music.  What do you picture yourself wearing in front of 10,000 screaming fans?

4. Live Performances

“Time to take this show on the road!” Ask touring musicians and you’ll learn quickly that the live performance is your #1 money maker. No matter how great your image and recordings are, if you hop up on that stage and fail to capture the room, you might as well take it right back to the garage. Your album may have grabbed you a stable base of listeners, but if they come to see you play their favorite tracks and it’s less than exciting, you may have lost your fans. To be able to turn a room of strangers in to your new fans is the most powerful tool you can hope to have in your arsenal.  Take video of your performances, are they ready for primetime?

5. Publicity and Press

So you’ve checked off items 1 thru 4, great job! Now, how are you going to let the people know about it? If you feel like this sounds like a big task, you’re right. Even Adele would have a tough time selling out arenas if no one outside of herself was actively promoting it. Interviews, blog reviews, magazine features and radio play are all part of the public outreach effort. There are countless publicity companies that can help you craft advertising campaigns that fit your outlook and immediate goals. Even when you reach this step, it is important to do as much research as you can on firms you’re considering investing money with. More often than not, budgets are always tight. When you find yourself in that spot, there’s always more work to be done with your online efforts. As you build momentum, be sure to save your earned income for major investments like PR costs.  Is your brand strong enough to put money behind the promotion?

The Bottom Line

Artist branding can be one of the more difficult parts of putting your career path together. When done properly, branding can bring your exposure to amazing new heights. The more you can focus and sharpen these 5 areas, the less you’ll have to struggle getting the attention of today’s listener.

An Original Post By Craig Broomba for MusicFYI, an industry blog powered by MondoTunes Digital Distribution.