In part one we have talked about the meaning of Fashion. In part two we will focus on How to Market and Promote Music with Fashion, We are going to see now why most successful artists use fashion as an important part of the overall business model regarding music. and Why all artists such as Jay Z, Madonna, and others have used fashion to enhance the overall brand.
Is it not about the clothes It is about brand enhancement and expansion. When you are the brand, then you become a business entity unto yourself.
Become A Brand.
When you become a celebrity all your fans want to wear what you wear and have what you have. You’ve become an “Idol” of sorts. Fashion is a good business to enter but as business goes to make it work you need funding, marketing and promotion .If you are already a star (Celebrity/Brand) with brand loyal fans it is much easier to promote and convince people to buy your product. The promotion is already made by the notoriety of your Artist name, image and perception (your brand).
Become a Lifestyle: The Example of Hip Hop.
We cannot talk about Fashion without talking about the Jay z Rocawear Venture. When you enter in one of Rocawears shops what do you see ? Clothes which represent the Hip Hop life style. Jay z is selling a life style and that has started with his music because Music is not about sound only it is about a message you spread via an artist lyrics and image.
The image of the artist can become a fashion brand example such as Madonna (Material Girl) Jay Z (Rocawear), Britney Spears (Candies)
Fashion = Brand Business
Artist like Madonna , Britney Spears and others use they name or image(the brand) to sell clothes (fashion). The artists are the brand who sell the brand. People always need to buy clothes like they buy food it is not like music (they can have music for free but not a real brand for free.
If you are an unsigned artist you must develop a very serious fan base (clients, real people who buy your music and come to your live performance),l buy your clothes design and follow your style too.
For example if you do a t-shirt or a dress and nobody knows about you, you must do something very stylish so people can be impressed by it in order to buy it because you are not known yet so the Tshirt will have to speak for itself.
Your Artist name is a brand when you have brand enthusiasm. (people buy “You” when they listen to your music or see you perform)
For example Rocawear brand power. Because of its brand attractiveness, Rocawear has been able to attract the interest of Brand Marketing management company iconix which purchase it in 2007 :
Music Style leads to Fashion Style.
Why a music style can influence a life style (fashion style)?. For example take Lupe Fiasco’s new Vans and read his description of the Vans that related to the music style and message.
“It references immediately a ’90s hip-hop aesthetic by appropriating the name of the retro-afro, conscious music collective and emulating some style cues they exhibited specifically in the use of traditional African patterns and color schemes in their mode of dress.” Lupe fiasco.
Your Music sells the Fashion not the fashion selling the Music.
For Example Lady Gaga is a character (she is a lady and she is Gaga (crazy) and her music style follow the fashion (Dance, Pop, Punk)
Beyonce’s concept is to be representative of Women.She is always dresses sexy or as an ordinary woman and her music style is R&B so we are not surprised to see her new venture Beyonce Boutique focus on Dresses ϑ.
Making women feel confident and beautiful is something I’ve always been passionate about. That’s why joining forces with Rip the Runway was so organic,” said Beyoncé, reports USA Today. “It’s more than just access to beautiful clothes; it’s about making w
omen look and feel their best.”
Not a lot of retailers wanted it,” a source told us about the fall-off in sales.
How to manufacture, distribute and sell :
- Website, (Beyonce, timberlake)
- Associate with another existing brand (Rihanna)
- Have your Own Shop (rocawear)
- Use a space in an established Shop (Macy for example for Madonna brand).
Sell a concept, a life style
Case or Justin Timberlake did not succeed with his fashion business because he did not represent it and live it everyday..
Not a lot of retailers wanted it,” a source said. “Because the perception is [Justin’s] not involved, so why would anyone want to wear it?” http://watch.accesshollywood.com/video/access-style:-justin-timberlake-talks-william-rast-clothing-line/1310872874001
Schiavi talking about the Kardasbian girls.
“I wanted to work with the girls because they always push the fashion boundaries and they have amazing style sense. They know how to dress for their body types and they are proud to show off their curves,” Schiavi shares. “Fashion is easy for the girls – they get it, they breathe it, they were born to do it. Not every celebrity can launch a fashion brand.” And, as Schiavi notes, fame alone doesn’t qualify someone to be designer.
Groov’Music Marketing Advises:
To Market Your Music with Fashion
First: Work on your Artist concept (music, lyrics, image, and identity)
- Build a real fanbase (People who buy your music and come to your live performance)
- Become a brand people want to buy
- Know your target market(your fans) and the market of Fashion (retailer, promotion, designer etc)
- Know your competitors (who are they? How they sell? Do they sell and why?)
- Know the fashion market (who has the most share, who sell more and why ? Who do what?)
- Contact a Fashion designer and work with him
To Promote Your Music With Fashion
- Make your music, lyrics become a lifestyle that you will express in your fashion design.
- Before launch a fashion line work on the clothes design style with a stylist fashion designer. Be Creative.
- Investigate how to distribute your Clothes (retailer, website, your own shop)
- Investigate how can you sell it and what tools to use to make your fans knows about it (advert TV, online etc..)
COMMENT, Tell us what do you think, or tell us your own experience.
© June 2013 Michelle Galas
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