Music Artist Branding 101
Building a strong brand is a smart way to get traction in any industry.
In the music industry, that killer brand is especially essential since it's the calling card that distinguishes you from the millions of other artists out there.
If you don't have a clear brand identity, then you'll forever struggle to break through the noise and get the attention you deserve.
So how do you create a brand that will really stand out in the music business?
In this post, I've outlined some of the basics of branding for artists as well as a couple advanced notes on curating your brand experience.
Hopefully it helps you get started with taking your artist branding and your brand experience to the next level.
What is a brand?
This is one of the most philosophical questions in the modern age, and because of that there are thousands of answers to the question of “What is a brand?”.
No definition is perfect, so I’ve gathered a few perspectives here for reference.
Some definitions of branding
Here are some other definitions of branding from recognized visionaries. (Although keep in mind these are not necessarily quotes oriented towards artist branding specifically.)
"Branding is the process of connecting good strategy with good creativity." - Marty Neumeier
"A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another." - Seth Godin
“People don't buy what you do; they buy why you do it." - Simon Sinek
"A brand is simply trust." - Steve Jobs
“Your brand is what other people say about you when you’re not in the room." - Jeff Bezos
The Ultimate Goal For Artist Branding
I think an ultimate achievement for an artist's brand is to become iconic or legendary in a positive way, and extend beyond the music world / art world into everyday life.
However, not every artist has the chance to define the zeitgeist of their time.
Your personal goals for building a strong brand don't have to be so ambitious, especially if you're an artist with a niche fan base.
Maybe for now you just want to tell your story on social media and build a fan base who truly connects with that story.
Maybe you want to be full-time in the music business, running your own profitable career with a flair of entrepreneurship.
At its best an artist's brand sweetens the lives of fans in lovely ways, so if you're doing that today then I say power to you.
It may be showing fans how to aspire to a better life, how to be happy with what they have, how to uniquely express themselves, and much more.
Think about artists like:
Lady Gaga (ex: the many stages of her identities from meat dress to today's Chromatica)
Travis Scott (ex: merch partnerships, psychedelic vibes, gaming + music crossovers)
Beyonce (ex: empowering women, defying status quo to do new things)
Grateful Dead (Deadheads, tie-dye, dancing bears, skulls)
Their brands are so distinct that you can likely picture them in your head.
Maybe you can even picture what the fans look like or what they wear to a show.
As you create an artist's brand, the idea I want you to keep in mind is this:
Are you developing a creative brand experience that a fan would ultimately want to absorb into their own day-to-day life, maybe even as a facet of their identity?
Essential Elements of An Artist’s Brand Identity
While there's no real secret to creating an iconic, strong brand, there is a system of fundamentals that you need to consider as you make your own artist's brand.
It's important to also note that there are many different roles in the music industry... and your brand image can be whatever you want it to be, regardless of whether you're a songwriter, singer, rapper, producer, manager, record label, etc.
Overall, your aesthetic choices are what define your artist brand.
And the following elements are what shape your brand identity and bring it to life:
Logo Design
Your logo needs to be instantly recognizable at a glance.
Examples: Billie Eilish, Cactus Jack, Daft Punk
It's easier said than done, but it definitely won't happen if you're not willing to invest in working with a great creative partner
Color Palette
Using a consistent color scheme across your content and storytelling helps fans distinguish your brand from others.
Examples: Doja Cat (Pink), Pharrell (Ice Creams), Ariana Grande (pastels)
Tone of Voice
How you communicate with your fans can be part of your iconic identity. Your tone of voice is reflected in what you say, as well as how you say it. This can be spoken or written word as well. On Instagram, some artists choose to capitalize certain letters, or use alternative glyphs in their text, or even use different fonts entirely to stand out.
Examples: Mac Demarco's quirky interviews, ScHoolboy Q (capitalizing all 'H's in his digital content), and while he's not an artist, I'll highlight an extreme version of this element -> NFL quarterback Cam Newton, who literally uses all non-standard glyphs in his Instagram posts.
Cam's IG bio currently reads: "ĪM ÑØT ČHÅÑGĪÑG TH£ ₩ÅŸ Ī TŸ₽£; gêt ōvêr ît❕ÿōū pōšt ÿōūr wâÿ; Ī ₽اT MĪÑ£..."
Visual Identity
You define your visual identity with the aesthetic of your content, your personal style, and how your fans bring that identity to life as extensions of your brand.
Examples: The Weeknd (especially After Hours), Marshmello (Mask/helmet), Dua Lipa (glitter/retro), Grateful Dead (Tie dye and dancing bears)
This identity can evolve over time but it's essential that it remain cohesive overall, especially during release cycles.
Tagline
In terms of artist branding, your tagline is often the signature phrase that is associated with your music. This is especially common in hip-hop music for both music producers and artists.
Examples: Lil Jon's Yeah!, Vulfpeck's intro soundbite, JuiceWrld's 999, and this entire soundboard of iconic rap soundbites
A More Artistic Brand Experience
I talk with a lot of record label marketers and management companies about the future of music marketing.
I can tell you that the idea of focusing on the experiential aspects of an artist's brand identity is still a huge opportunity in the music industry.
That means using new technology to produce multi-sensory content that is more engaging.
Generational cohorts like Millennials, Gen Z, and younger are the audiences that artists need to reach and engage today.
And these audiences put high value on the experiential aspects of their consumption habits.
So it makes sense that the way into the future is through immersive websites, augmented reality content, and gamified campaigns.
Whether you're focused on a personal brand, (maybe even your own brand), or an artist's brand, never forget how essential it is to reward end users with a unique and pleasing experience in exchange for their commitment to a relationship with you.
Essential Places To Establish And Define Your Brand Identity
I could write an endless amount on executing a branding strategy for artists and creative brands, but this blog has already stretched longer than I thought it might!
To wrap-up, here is a list of some essential channels where your brand identity comes to life online.
Your artist website
Your social media profiles
Your streaming platform profiles
Your music videos
Your e-commerce experience and your merch
Your merchandise and product offering
Your graphic design
Your AR Lenses
Your virtual worlds and metaverse experiences
Across this suite of touchpoints, you'll need to come up with a marketing strategy and a branding strategy for effectively telling your story.
When you have limited resources, it always pays to follow the bright spots in your results instead of trying to tackle too many things at once.
That means if you've got traction on Instagram but not Twitter, then focus on Instagram instead of pouring 50% effort into both platforms.
When you have more resources, you can start to get more innovative and expansive with how you're engaging with your fan base.
If you already have a fan base, you must treat it like one of your most precious resources.
Engaging your fans in new and exciting ways can be the difference-maker when it comes to how your brand is perceived.
And if you do that enough times, you'll build your brand over time in a sustainable, defensible way.
As a final note for any of you who've made it to the bottom, check out this list of branding tips & resources for artists from Amber Horsburgh: A-Z List of Artist Brand Building.
Amber is an amazing mind in music strategy, and I regularly share her materials with anyone who’s willing to listen. 😇
And here is a great read that is on the more scholarly side: Pablo Picasso as Brand Manager.
Cheers for now!
