What is it a brand today? Most ordinary people will tell you it is a sign (logo) that everyone knows, something or someone that represents what people knows, likes and buys. I will not go further in a detailed explanation of the word “brand” you can find it all over the internet.
But what I am interested in is why an artist and how an artist can become a brand and interest brands. Whatever singer songwriter, songwriter, musician;What it is to be an “artist brand today”.?
If you name the names of the following artists : Beyonce? Rihanna, Madonna, Michael Jackson, Jay Z, Miley Cyrus, Witney Houston? What word, adjectives come in your head ? What do you think about them? How do you describe them? What do they represent for you?
People have various opinions about one artist. But what we will focus on is what brand looking for in artists brand. Let’s check about Artists such as Beyonce, Rihanna or even an unsigned artist ? Let’s look at the last deal of Beyonce with top shop a 50/50 to launch a new sport wear collection. Why do you think a brand like Top Shop has chosen Beyonce ? is it because they like her music? her personality? because she is famous and sell out her tour. Why??
A lot of brands nowadays are embracing music to promote their products or services why such interests about music and the use of artist.?; Because Artists has already a relevant fanbase that can become the next or future consumers of another corporate brand, so the artist become the ambassadors (representant) of the brand but before to be ambassadors you must be a brand yourself. How to become a brand? Let see the case of Beyonce:
- What Beyonce sing about ? =women/feminist
- How Beyonce get dressed ? =Sexy , classy.
- What kind of artist Beyonce is ? = (performer, singer, dancer)
- What race Beyonce is ? =Black
- What is Beyonce target market ? = Women.
So why Top shop did not select Madonna or Pink to represent a brand new sport wear.? They are active and sport ladies and famous artists too?. Let’s do like we are Top Shop? Why will we choose Beyonce?
Beyonce is a beautiful and successful black young lady.and she is a work out lady (dancer, performer) so she represents sport, and beauty but she is black hmmm..Let’s look at what is going on in the black community in relation with sport.
According to the statistic http://www.fitness.gov/resource-center/facts-and-statistics/ The statistic also shows that obesity rate is higher in the black community in USA; Plus the USA government has started a campaign to fight obesity with Michelle Obama program “Let’s Move” that target most of all the black community and the president is black hmm 🙂
African American Black women have a deep problem of obesity and obesity is also a crucial problem for the health department. Who do you think Top Shop will select to represent a collection of sport wear ?? Miss Beyonce because she is the artist on the top and fit well to the project. Beyonce is on the top of her music career right now and the target market of Top Shop is young ladies and Beyonce has also started a fashion business with her own mum.
Let’s check Puff Daddy..
- Who is Puff Daddy? Rapper, entrepreneur, business man
- Why does he promote Vodka?
- Does black people drink Vodka ?
- What Puff Daddy want to show his fans here?
- Does rap culture like and drink vodka?
Some brand such as Ciroc Vodka want to promote a lifestyle according to the article: http://theblackowlagency.com/marketing/lifestyle-marketing/ The brand Ciroc spend almost an extra 40% more marketing yearly to market to club and party goers.
So what does Mr Diddy do most the time Mr Diddy spends his time partying and black people lifestyle like party too (go to clubs). Does Mr Diddy promote Vodka for for his own personal business or to be an ambassador of the brand for the black community.? or both hmm
What about you unsigned artist? You wonder what that bring to you? you do not have a hit yet. You just trying to build your fanbase but did you think about what is your life style and what products in your area is reflected it? hmm do not need to be Beyonce and Puff Daddy? Dare to Groov!
Groov’Music Marketing Advices
- What artist are you?(entertainer, songwriter, singer songwriter, performer (actor/dancers)
- What do you like in life that you can convert in business in the future?
- What is your life style?
- What brand relates to your life style
- Who is your target market and what do they like?
- What product you think can be related to you and for what reasons? (business , good deal or image reputation?)
- Make sure you are fitting with the brand your represent.
©2014 December Written by Michelle Galas.