For artists, now more than ever, attention is the most sought-after commodity. So much so, that the creation of music is now just one of many factors that go into generating traction – as opposed to being the main component. Within the music industry, many accomplished players will agree that, today, talent makes up a small fraction of what it takes for artists to be successful. In this digital era, it’s fair to say that the music business is essentially the tech business – where streams, impressions and algorithms take precedence. So, in the fight to circumvent the noise and gain a competitive advantage in an oversaturated market, content creation is not just a viable avenue but a necessary one. On the path to success, it’s vital for budding artists to implement a brand strategy whereby they can create compelling content that resonates with their audiences.
First and foremost it is key for artists to establish a clear identity that can be recognised through style, messaging and values. All artists should be asking themselves “what facets of my artistry do I want to be known for?”. Is it for their distinctive aesthetics and eccentric fashion sense? Is it for the raw vulnerability of their lyrics? Or maybe it’s their infectious, endearing personality. Whatever the niche, it should be reflective of how an artist speaks to the world and should help guide all of their content creation principles. Defining and detailing your USP (unique selling proposition) as an artist should serve as a good base on creating authentic, engaging content to support and elevate your brand.
In content creation, developing a consistent brand voice as a way of communicating and connecting with audiences is majorly important for artists. Whether they’re posting on social media, speaking in interviews, or engaging with fans at live events, the tone and message should align with their identity as an artist. For instance, if a musician’s brand is rooted in vulnerability, the content should reflect that by sharing personal stories, deep insights, behind-the-scenes glimpses, and unfiltered moments. In the same way, if a brand is all about fun and high energy, the content might prioritise dynamic visuals, upbeat messages, and interactive experiences that encourage fan participation.
When navigating the content space as an artist, knowing who your audience are and what they value goes a long way in garnering engagement. Audience identification involves researching the preferences and behaviours of those who support your career as an artist. Ask yourself “on what social platforms are my fans most active?”, “are they more likely to engage in short-form content, or longer in-depth videos?”, “what social causes/issues do my supporters care about?”, “what is the general lifestyle that my fans live”, “what are their interests and hobbies?”. The research can be as extensive as you want it to be and the answers can be the difference between you recording a 7 second TikTok, a 10 minute YouTube vlog, or a 2 hour podcast episode.
On artists’ mission to gain traction through their content, the power of storytelling is often underestimated and neglected. In today’s society, people actively seek to form connections on a personal level; and so being authentic in telling your story, as an artist, allows audiences to not only resonate with your content but to feel closer to your ever-developing journey. Storytelling manifests in various ways – whether it’s revealing the story behind your artistry, the story behind your latest single, showcasing a day in your life as an artist, or revealing your ups and downs in the music industry.
With content being so influential in an artist’s rise, it is sensible to explore ways to maximise the impact of your content by working out how best to leverage social media and digital platforms. Sites like Instagram are catered towards visual storytelling, whereas TikTok and YouTube Shorts may be suited for viral trends and challenges. While live streaming may be more appropriate for studio sessions and Q&As with fans, artists may want to package up their more exclusive, intimate content and push it on subscription-based platforms such as Patreon. Taking into account the marketing Rule of 7, that suggests a potential customer needs to see a brand’s marketing messages at least 7 times before making a purchase decision, diversifying your content is fundamental to building an audience and maximising your reach as a rising artist.
For example, a fashion-forward artist’s content may look like:
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- ‘Outfit of the Day #OOTD’ Instagram Post
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- ‘Get Ready With Me #GRWM’ TikTok / Instagram Reel
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- ‘Thrift Shopping Vlog’ on YouTube
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- ‘Hot or Not Celebrity Fashion Segment’ on YouTube Shorts
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- ‘Met Gala Thoughts’ on Instagram Live / TikTok Live / Twitch / X (Twitter) Spaces
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- ‘Rating Outfits (Out of 10)’ on X (Twitter)
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- ‘Conversation with a Fashion Designer’ on Apple Podcasts / Spotify
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- ‘Insight Into My Unreleased Clothing Brand’ on Patreon
* Though not directly music-related, the artist’s music would be incorporated in these
content pieces*
Ultimately, for musicians manoeuvring in today’s music industry, where the fight to be heard and seen never ends, the importance of devising a well-defined brand strategy cannot be denied. In the context of content, it strengthens brand trust, awareness and relatability – leading to long-term growth and influence. Done the right way, making content that truly connects can reap priceless benefits.
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.
