According to the online dictionary the word “Fashion is a general term for a popular style or practice, especially clothing, footwear,accessories, makeup, body piercing, or furniture. Fashion refers to a distinctive and often habitual trend in the style with which a person dresses, as well as to prevailing styles in behaviour. “Fashion” means clothing more generally and the study of it.
Following the reading of the definition of “Fashion” you may ask yourself as an artist what is fashion for you? Is it clothes you buy because you have seen them on TV?, in a magazine?, or seen wear by your music idols ,or just because you feel good wearing them ?. Or is it because by wearing them you feel accepted belonging to a movement (R&B, Pop, Hip Hop etc)? Do you feel you are in the fashion trend when you wear your dresses, Trousers etc..?
Why use Fashion to Market and Promote Music.?
Use Fashion to Market Your Music.
Marketing your music is to placing your music where your genre of music and target market is located. When you are an artist you have a genre of music you promote and lyrics you sing about. What you wear is part of your image concept or purely who you are (your real identity).
In some cases to market music with fashion (Clothes) has nothing to do with the music itself but the artist brand . Most established artists use their artist name (brand name) as a trademark to put on clothes. But do they really create something new (creative)? A New Style for their target market? Not really because what I see around me in the shops I cannot differentiate between The Material Girl brand , and Primark’s style. They are still clothes for everybody with very simple styling (nothing really creative) that is my opinion. Whoops !!
Established artists in general use Fashion as an additional revenue stream only not to create a new “Style” But only so their brand name can be in the “Fashion Market” as a trade mark even as they state that they created something new. I cannot see really this except for Lady Gaga style shoes.
Noritaka Tatehana created her towering, no-heel footwear Tatehana said he took the traditional “geta” Shoes of geishas and mad a modern form with his sculptural platforms. Some of his shoes sell for more than $15000 a pair.”
You wonder why do the most famous artists such as Madonna, Jay Z, Damon dash and other invest in Fashion (Clothes) and Why Fashion ?. My reply is People buy their clothes not for the clothes themselves but because of their name on the clothes and because they want to look like the artist himself/herself.
I want contemporary. If somebody’s wearing one of my track suits, I want it to say ‘champion’ from two blocks away.” Puff daddy
To invest in fashion for some artists is just another source of revenue to secure their financial future with the uncertainty of music sales nothing is sure nowadays. But you as unsigned artists do you need to invest in this venture? have you thought about how can you manage it day to day and how much you must spend to run the business ? Also will your fans buy your clothes because it is you?
As an artist you should ask yourself the question why do you need a look (image)? And how are you going to use your image to enhance revenue? Why do you have to invest in a business of clothes (Fashion)?. Is the business of fashion worth it for you? What is its purpose? Does it bring more opportunities in your music career or your financial status? When it is a good time to do it ? Or do you do it because other artists do it?
Let’s see the example of Madonna Clothe Venture. Madonna call her clothes venture “Material Girl” the same title of one of her song why that ?
Madonna elaborated, “I’m very career-oriented. You are attracted to people who are ambitious that way, too, like in the song ‘Material Girl’. You are attracted to men who have material things because that’s what pays the rents and buys you furs. That’s the security. That lasts longer than emotions.”
Madonna has chosen to use her own song title “Material Girl” for her fashion brand name. But does the Clothes style reflects a “ Material Girl” not really. But in the mind , the image of Madonna’s personality. “Material Girls Clothes must be more expensive.? The expensive image is via Macy Shopping Centre not the clothes style itself oh oh !
If we go back to the past, the Hip Hop Movement started with the music and the clothing style The clothing style represented and still represents today the Music Spirit ,the movement and lyrical meaning.
How to enter the fashion Market with Music.? Read Part 2
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© May 2013 Michelle Galas