Music 4.0 by Bobby Owsinski

Author:Bobby Owsinski
Language: eng
Format: epub
Tags: music business, music reference
Publisher: Hal Leonard
Published: 2014-10-28T16:00:00+00:00

The Importance of Measurement

Know where the buzz is coming from.

Know what’s working and what’s not.

Know who your fans are.

Know where your fans are from.

Know what your fans like.

What Is a Brand?

For an artist, a brand means a consistency of persona, and usually a consistency of sound. Regardless of what genre of music the artist delves into, the feel is the same, and you can tell it’s the artist. Madonna has changed directions many times during her career, but her brand remained consistent. Her persona remained the same even as she changed to and from the “material girl.” The Beatles tried a wide variety of directions, but you never once questioned who you were listening to. It was always fresh and exciting, but distinctly them.

On the other hand, Neil Young almost killed his career with an electronic album called Trans that alienated all but his hardiest fans, and the well-respected Chris Cornell did enough harm to his long-term career thanks to an electronic album with Timbaland (Scream) that he returned to tour with Soundgarden. Why did this happen? For both artists, the album no longer “felt” like them. Both Young and Cornell built their careers on organic music played with a band, and as soon as their music became regimented and mechanical, they broke their brands. After Trans, Young returned to his roots and slowly built his brand back to superstar level, but it's too soon to know what will happen with Cornell.

How do you determine what your brand is? It’s easier said than done.

In order for you as an artist to successfully promote your brand, you must have a great sense of self-knowing. You must know who you are, where you came from, and where you’re going. You must know what you like and don’t like, and what you stand for and why. And you must have an inherent feel for your sound and what works for you.

And that differentiates a superstar from a star, and a star from someone who wants it really badly but never seems to get that big break.

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