Why does an artist need branding?
Being Young Right Now
Robin Schulz & Dennis Lloyd
Concept, Creative Direction, Production & Edit
1. It’s what stays after the hype
Hype is a strange thing: An artist can be white-hot one minute, and completely irrelevant the next. Having a clear brand that sets an artist apart gives a career longevity and the ability to keep a fanbase once the hype has gone.
Rammstein Stadium Tour Announcement
Rammstein
Concept, Creative Direction & Edit
2. Answers for an artist and their team
If an artist and their team know their brand inside out, then all of the questions before a release or a new product are easy to answer immediately. Does a potential partnership fit the brand, how do they interact with fans, or what tone-of-voice to use in their captions – all of these are clear if the brand is clear.
Enter The World Of Hans Zimmer
YouTube & Sony Music
Strategy, Creative Direction & Edit
3. Money in the bank with fans
A clear brand means fans know what the artist stands for; like getting to know somebody after being drawn to them by what’s on the surface. Brand clarity means knowing the fans and developing the relationship with them. If an artist is more than their music, it opens new doors to monetization and other exciting fan & artist models.
Rammstein Stadium Tour TikToks
Rammstein
Strategy & Edit
4. Clarity for potential partners
An artist with a crystal-clear brand is an attractive partner for sponsorships and collaborations. Product-owners want to speak to their target audience honestly and believably, and they want to avoid working with artists who they don’t understand, or could be a risk for their own brand. For the artist it also means knowing which brands they would work with and which they should steer clear from.
USC Partner Stories
Urban Sports Club
Direction & Edit
5. Brand projection across all channels
Digital media is so fragmented that running the same strategy and content across TikTok, Instagram and YouTube will get an artist nowhere fast. Having put the work into a clear brand strategy, an artist can know how to act and grow across all channels effectively.
