Artist brand in the music business

The music brand has become increasingly popular as a subject not only among the hierarchy of the music industry, but also among the average artist and independent companies. Artists are slowly beginning to realize the power of their own name and how they can generate not just another source of income, but an even more significant financial return that dwarfs the return of their music career.

One of the most important markers was not established in the music industry but in sports. When basketball legend Michael Jordan rose to prominence when he signed an extremely lucrative deal with Nike to produce the Air Jordan range, the table was set and he has continued in sports with many athletes, including David Beckham and Tiger Woods.

The deal with Michael Jordan was not the first time that various industries recognized the power of artists, be they athletes, actors or musicians. Run DMC, the famous Hip Hop legends after recording and releasing the hit “My Adidas” was approached by the sportswear giants when the brand’s sales surged due to the popularity of the songs.

Some would argue that even more important than these cases are the cases of minor celebrities like the late Jade Goody (Channel 4’s Big Brother) who have shown that it is not necessary to have achieved significant success in any field to find success selling their brand and being rewarded. financially. Jade achieved significant financial rewards with her perfume line, which earned her a seven-figure sum.

So what is a brand?

Every time I talk to musicians and mention the brand, they always start talking about logos and image, which has a place in the brand, but it is not what the brand really is. Let’s clear up the logo problem first. A logo is the visual identification of a brand.

Again, what is a brand?

A quote from Amazon founder Jeff Bezos states that “a brand is what people say about you when you leave the room.” I think many would agree that Amazon is a well-known and successful brand. But how do you build a successful brand? For me, the key ingredient of a brand is trust! Now, if you notice that trust does not mean that you have to behave well and do everything according to the book, as an image for our publication we chose the Rolling Stone logo that has become a brand that represents good rock and roll music, but previously identified with misconduct and rebellion.

Others in branding claim that a brand is the promise of an experience, as most women would get from an Herbal Essence ad: the promise of a sensual experience when washing their hair. One of the most successful examples of this promise is the Heinz food brand. When most skinless shoppers go to their local hypermarket if they are buying beans, a large percentage over a long period of time would pick up the Heinz brand can because it was rated as a higher quality product and marketed in a so effective that people did it. It does not matter to pay more for the experience. That is what will allow you to make a well marketed brand.

What is your brand

The music business is the king of personal branding because if you didn’t have a good personal brand your success would be short-lived. When developing your brand, you need to know the values ​​of your brand, what does it stand for? What do you want people to say about you? What do you promise? Are you guaranteeing a good time? Do you intend to light up the world? Or are you the sex kitten guaranteed to get aroused and turned on? Develop your brand values ​​and you are well on your way to developing your brand.

Trust is never instantaneous and neither is a brand, it must be built over time and must live up to the values ​​of your brand, its promise; If you don’t, you won’t have a strong brand name, therefore, it won’t be considered trustworthy or trustworthy. to deliver the experience you say.

There is more to developing your brand, but this is a short overview and invitation for you who are interested in researching and starting to develop that brand because if developed effectively it will expand beyond your music to different areas, as our previous examples have shown.

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