Music and message – Spotify for artists

That’s all we know: the Internet has changed everything. Freedom of communication and instantaneous information exchange is changing our modern landscape – and its impact on an artist is ever-evolving. Social media gives fans an irrational look at the lives of their favorite artists, while music platforms like Spotify give artists unparalleled freedom to share their music with a growing audience. But this flood of access brings challenges to its attendants. Artists have more competition than ever before. You need music and a message. You need an identity.

For artists, that identity comes in the form of personal aesthetics. The identity of a great artist works a lot like a business: you establish a model that sets you apart from others, you present a clear message that can effectively attract a new audience, transforming casual audiences into loyal fans. This strategy is more important than ever in today’s heavily saturated and competitive market.

Keep the customer satisfied

“Defining yourself and creating a marketing plan around it will pave the way for you to communicate as an artist,” said Jessica Hackett of Digital Music School Soundfly. That development and cultivation of a strong artist identity is another way to draw fans and brands into your orbit. It’s a way to start a conversation that might not otherwise be possible, or, in Hackett’s words, a way to “help your content resonate better with your fans.”

Hackett probably speaks the language found in the boardroom rather than the sound check, but the idea that musicians need to strengthen their art with business knowledge is a key language. A key audience – those who watch every album, pre-order concert tickets, watch every new video, shell out for March – are considered “repeat customers” in this construction, the core revenue of any company trying to increase revenue.

Come to character

King’s fur
Take it like an artist King’s fur. She released music under her real name, Lizzie Grant, until 2010 when she adopted her current moniker. This name was a conscious decision to adopt a certain identity. As he told Vogue UK in 2011: “I wanted a name that could shape my music. I was on my way to Miami from Cuba to speak a lot of Spanish with my friends – Lana del Rey reminded us of beach glamor. From the tip of the tongue. It looked so beautiful. “

Deliberately changing Mudlin’s name has proved to be a wise decision. Dale Ray’s visual and lyrical brand of music often incorporates old Hollywood glamor and traditional thematic notions of headaches, femininity and sex. When Dale Ray flew into the world of mainstream music, his orchestral ballads “Video games“It was a perfect complement to her clearly defined aesthetics. It’s a common occurrence for stars across a genre. They’ve all created a compelling world and invited fans to stay for a while, creating a crowd of dead in the process.”

Arch fire
Canadian Indie Rockers Arch fire Over the course of more than a decade they have created a harmonious aesthetic experience around ornate live shows and wonderfully creative scenes. The band’s decision to show in secret and intimate places has given them something that many Platinum salesmen can’t imitate: Mystery. Fans are attracted to that mysterious aura and can’t help but stay in the band’s orbit for good.

Lady Gaga
Lady GagaThe early embrace of the avant-garde fashion and obsolete scene creates a theatrical, otherworldly and unpredictable aesthetic, but his choices are also a conscious champion of the marginalized. It is a step that meets the dual purpose of a mission statement and branding practice. Gaga’s fiercely loyal fans identified with him and haven’t given up since.

Artist and mega-producer Farrell The future bits have been developing its own identity since the day it was created as half Neptune. His streetwear line Billionaire Boys Club has been trending for two decades, and he has teamed up with everyone from Louis Vuitton to Adidas. The connection between hip-hop and fashion has always been a fertile ground for artists, but not many have succeeded in cultivating it compared to skateboard p.

Finding the right partner

But fans shouldn’t just be attracted to the artists of the population. Finding institutional partners and associates that naturally blend in with your reputable image is both a way to increase your visibility and expand your revenue stream. An equal part of finding those opportunities is analysis and ambition. Artists need to do their homework; Involvement with obvious square brands will do more harm than good, while finding a partner that makes sense can create a career-wide alliance that can be a stable source of income.

Stay true to yourself and your fans

Creating a universe based on your artistic identity that attracts both fans and potential collaborators is not done in a vacuum. You need to have an invisible vision of where you want to be and what you want to say. In the book Five Star Music Makeover, Bobby Berg writes, “Without a clear brand identity, you can get lost in the market, like a rootless tree.” “You will become unpredictable – which customers can easily recognize and use as a reason to withdraw their loyalty from you, or for not first pledging their allegiance.” As an artist your universe needs to have a gravity towards it, otherwise you risk fans, brands and collaborators simply taking their devotion, their dedication and money with them.

Fans set seamlessly means less concert attendance, less traffic at the march table and losing revenue around. Fans – from fans and partners – should try for any artist. It’s those “repeat customers” that allow artists to grow, prosper and stand out from the crowd, and long-term relationships with like-minded brands that open the door to new sources of income. It is important to find out who you are. More than just finding out what you mean: it’s vital.

– TM Brown

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