As I mentioned in a previous post, if you’ve Branded yourself well, then Marketing (to raise awareness about your music) and Selling (to get gigs) should be much easier to do. Branding is the totality of your public image and having a good Brand is tantamount to making all other aspects of your business move more smoothly. As Peter Montoya stated (I quoted him in the post above):
Branding happens before marketing or selling; it’s their source. Without a strong brand, marketing is generally ineffective and selling is like beating your head against a wall of sales resistance. A strong brand is the rock-solid foundation for all marketing, because every other aspect of a product’s identity–its logo, how its ads are written, who its spokesperson is–is based on that brand. Branding is the reason customers consider a product in the first place.
When you have a strong Personal Brand out in the world working for you, you’ll attract new business without even trying. Prospects will come to you after multiple exposures to your brand, and they’ll come 90 percent sold on you already. All you’ll need to do is close the sale. We’ve seen it time and time again. New business with no work. If that’s not cool, nothing is.
Social Media Marketing seems to be all the rage these days with folks touting online engagement and the growing number of folks using sites like twitter, facebook, and other more specialized networking sites.
Using The Hunger Games and its Marketing Campaign as a starting point, Greg Sandow talks about ways that The Met could utilize a similar approach in marketing, say, The Ring cycle. Of course, he missed the point of my comment, which is perfectly understandable as it questioned the relevance of the overall marketing strategy used by Lionsgate for its blockbuster which wasn’t used in a similar fashion for the other nearly dozen films it’s released or distributed this year.
As a follow up to a post I made about branding, I decided I needed to write this one. Drew McManus posted a link to a site called Artist Revenue Streams with some very interesting case studies of artist revenue streams across different musical genres as well as a number of other studies that have to do with the business of music.
One of the more interesting pieces talked about Branding. The fascinating study specifically discusses bands, branding, and revenue. Five key findings are:
Income from merchandise and branding is only relevant for a small number of musicians.
Artists have many other ways to make money off their brand, but widespread participation is difficult.
Artists are increasingly strategic about their brand.
For jazz and classical artists, brand engagement is evolving.
Corporate sponsorship and fan funding is filling in where labels have dropped off.