Nowadays, particularly for artists on the come-up or those just starting out, the responsibility of building a fan base can be somewhat overwhelming to say the least. With the increasing accessibility to recording music paired with the mechanism of digital streaming, the competition for people’s ears is as ferocious as ever. This is why the importance of brand strategy cannot be overlooked by artists looking to elevate their careers.
Branding is not just about creating a catchy name and a standout logo. Even though it is not irrelevant, its overall role within brand strategy is small; and sometimes overstated. In the case of a music artist, brand strategy focuses on the holistic approach taken to create an identity and perception that appeals to a target audience. Mapping out and implementing a set of brand principles can help artists gain a competitive edge in an oversaturated market. Not only can they differentiate themselves from their peers (who may navigate the same spaces, be in the same genre or adopt a similar aesthetic) but they can also build valuable connections and cultivate a loyal, supportive community.
To maximise the benefits of brand strategy within music, it’s imperative to, at the very least, explore all of its elements:
- Authenticity
For artists, it benefits them to be authentic in expressing their unique experiences, personalities and values. That authenticity can go a long way and manifest not only in the style of music produced, but also in the trust built with an audience. Musical talent is of course conducive to an artist’s rise to stardom. But it is the trust and belief in an artist’s brand, garnered through authentic expression that allows them to build and maintain a credible career. - Consistent messaging
‘Consistency is key’ is a phrase that should not be lost on budding artists who are looking to build up a following. When abiding by brand principles, it’s vital that any piece of content made public should be somewhat aligned in its messaging, regardless of the platform it lives on – be it social media, music videos, interviews, live performances etc. Consistent messaging plays a pivotal role in helping to reinforce the look and feel of an artist’s brand – making it more recognizable and trustworthy. - Visual branding
Art direction, creative direction and all that visual branding encompasses is perceived as one of brand strategy’s more glamorous elements. That being said, significant detail and collaboration should go into portraying a brand image – as it is reflected in logos, album covers, stage design, fashion sense and all the other visual aspects of artistry. Through brand imagery, there’s scope for your likeness, as an artist, to stick in people’s hearts and minds. So it’s important to devise a plan, as your visual brand has significant bearing on the audience you attract. - Storytelling
Everybody has their own story. How an artist conveys their story to the world can be a real game changer for them, as it creates an opportunity to connect with audiences on a deeper level. Being transparent in your journey, not only as an artist, but as a human being – documenting personal struggles and triumphs – can make you more relatable to the masses. Today, in a society where we are overloaded with information and content, the ability to get people to emotionally invest in your journey as an artist is priceless. - Audience engagement
No matter the size of a fanbase, direct engagement is necessary to build a loyal, supportive community. Listening to and Interacting with supporters through social media, live performances and activations can generate word-of-mouth praise and promotion – which, from a marketing standpoint, is most effective when trying to grow a following, as it garners more trust.
If you analyse the careers of highly successful artists from around the world, you can decipher how they’ve exercised the different elements of brand strategy to propel them to where they are.
In the end, to fulfil any ambitions of cultivating a noteworthy audience, prioritising brand strategy is a must. A strong brand is the heartbeat of an artist’s career. It’s what transforms fleeting sucess into lasting legacies; ensuring that an artist’s voice remains influential and relevant across generations. In an industry where change is constant, a powerful brand is the anchor that secures long-term success, allowing artists to not just survive, but thrive.
By Jonathan Nwauzu
Jonathan is a senior strategist who specialises in helping brands, organisations, and individuals forge authentic connections with their audiences through advertising, music, and events. Throughout his career, he has worked with world-renowned brands, contributed to award-winning campaigns, and achieved chart success along with award nominations through his work in music management and consultancy.
