This document discusses the need for artists and bands to develop a clear brand identity in today's fragmented music industry landscape. It notes that the industry now involves many channels of distribution and stakeholders that need to be coordinated. To stand out, an artist must have a unique and visible brand identity that describes their personality, distinguishes them from competitors, and resonates with audiences. Developing consistency across identity, difference, and relevance is key to building a strong core brand, as demonstrated through an example analysis of the band The Gossip. The document argues that without a clear brand, artists risk getting lost in the large pool of other bands.

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THE ARTIST AS A BRAND © 2010
Dipl. Communica=on Manager ‐ Dietrich Pflüger

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Work experience:
• Digital Concept Developer at Scholz and Friends Interac=ve
• Online Marke=ng Manager at Universal Music
• Digital & Partnership Marke=ng Manager at SonyBMG Music
Projects:
• MGMT, The Gossip, Goose, Modest Mouse, The Killers, Mando
Diao, Deichkind, Die Ärzte, Tokio Hotel, …
• Mercedes‐Benz, Boston Consul=ng Group, Saturn, The German
An=‐Cancer‐Society, Loewe, Vodafone,
About me

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On my Blog (next week):
www.endeneu.net
Or on Slideshare:
www.slideshare.net/dicksen
Where to find this presentaMon

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• …
Warm up

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• …
Everyone knows some brands out there...

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Even in the field of music

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?
But what are the differences between these brands…

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different types
of brands
Let me show you the …

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Word trademark

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FiguraMve trademark (logo)

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Word and figuraMve trademark

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3D trademarks

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Audio Trademark

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Color Trademark

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?
But what do they all have in common?

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Describes the
personality of a
brand:
consistency
A brand is similar to a personality
Iden=ty

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Autonomy &
dis=nctness in
comparison to
compe=tors
It has to be unique in the market…
Describes the
personality of a
brand:
consistency
Iden=ty Difference

18. Relevance
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Func=onal and
emo=onal
empathy of the
audience
And that’s not enough: it has to be relevant.
Autonomy &
dis=nctness in
comparison to
compe=tors
Describes the
personality of a
brand:
consistency
Iden=ty Difference

19. Relevance
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Func=onal and
emo=onal
empathy of the
audience
The core brand is where these fields overlap
Autonomy &
dis=nctness in
comparison to
compe=tors
Describes the
personality of a
brand:
consistency
Iden=ty Difference Core
Brand

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What does this mean for an arMst/band.
?

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Emo=onal
empathy of the
audience
Dis=nctness in
comparison to
other bands
Describes the
personality of an
ar=st
The same as before…
Relevance
Iden=ty Difference Core
Brand

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The Gossip
An example is beer than a thousand words

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The Gossip: idenMty
Power
Natural
Friends
Boom Up
Homo‐sexual
Handmade

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The Gossip: difference
Natural
Plump
Handmade
PlasMc
Skinny
Made
vs

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The Gossip: relevance
Near
AuthenMc
Friendly
Get in touch

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But why do we need a core brand for arMsts
?

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We have a difficult market situaMon out there

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This was the old business concept:

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This is the new way
Live Entertainment
Licensing
Selling Downloads & Streams
Brand Partnerships
Merchandising
Selling Records

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With many different channels
Consumer
Loca=on Based Services

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Records
With many different channels
Consumer
Loca=on Based Services

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Records
Print, TV, Radio
With many different channels
Consumer
Loca=on Based Services

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Records
Print, TV, Radio
Publishing
With many different channels
Consumer
Loca=on Based Services

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Records
Print, TV, Radio
Publishing
Adver=sing
With many different channels
Consumer
Loca=on Based Services

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Records
Print, TV, Radio
Publishing
Adver=sing
Events
With many different channels
Consumer
Loca=on Based Services

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Records
Print, TV, Radio
Publishing
Adver=sing
Events
Merch
With many different channels
Consumer
Loca=on Based Services

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Internet
Records
Print, TV, Radio
Publishing
Adver=sing
Events
Merch
With many different channels
Consumer
Loca=on Based Services

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Internet Mobile
Records
Print, TV, Radio
Publishing
Adver=sing
Events
Merch
With many different channels
Consumer
Loca=on Based Services

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Internet Mobile
Records
Print, TV, Radio
Publishing
Adver=sing
Events
Merch
With many different channels
Consumer
Loca=on Based Services

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a fragmented mulM content industry
with a mulMchannel distribuMon...
What we have now is...

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... and a strong need to synchronize
all these channels and stakeholders.
What we have now is...

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To get noMced, you need to be unique & visible
with a clear idea of you
and your arMst brand.

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Without a clear idea of your brand, you are just one of many:
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands

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But with an core brand you are unique & visible…
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
A unique arMst brand
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands

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Nevertheless: There are many views
Your View

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Nevertheless: There are many views
Bassman View
Drummer View
Your View
Guitarplayer
View

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And views...
Bassman View
Drummer View
Your View
Guitarplayer
View
Friends
View
Fans
View

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And views…
Bassman View
Drummer View
Your View
Guitarplayer
View
Friends
View
Fans
View
Producer
View
Lawyer
View
Record Label
View

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And views on your arMst brand
Bassman View
Drummer View
Your View
Guitarplayer
View
Friends
View
Fans
View
Enterprise +
Agencies View
Producer
View
Lawyer
View
Record Label
View
Outlets
View

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But the reality is someMmes different:
Bassman View
Drummer View
Your View
Guitarplayer
View
Brand
Reality
Friends
View
Fans
View
Enterprise +
Agencies View
Producer
View
Lawyer
View
Record Label
View
Outlets
View

51. Reality = Core Brand
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What we need is something like this:
Outlets
Enterprise
Friends Fans
Producer
Lawyer
Label
Bands
View

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If you have core brand that is easy to understand
✓ You will have a clear idea of yourself
✓ Your stakeholders will have it too
✓ It will be easier to find partners
The effect is a
✓Unique selling proposi=on (USP)
✓You are the original, not the copy
✓It is easier to decide things
There are many other posiMve aspects

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Effect: public, economic and cultural relevance
Fashion Film Retailer Press etc...

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what does this all mean for you
right now? How to start?
That’s cool, but…

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DescripMon: Your brand in three sentences
Slogan: The leading Idea in max. 5 words
Tags: Keywords that describe you in a unique way
Typography: Which style match your approach
Colors: Which colors match your approach
Signs: Does a logo/icon describe you really well
Sound(signature): Is there a musical signature you can use?
Try to answer this quesMonnaire:

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Then: Start slowly and learn ‐ step by step

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And dont stop if it doesn´t work directly