To really stand out from the crowd and start on your road to success, you need to brand yourself (or your band) and put yourself out there as much as possible.
One of the most important and valuable steps you can take in your career as a musician is to build yourself, or your band, as a brand. If you are looking for a successful career in the music industry as a performer, and your ultimate goal is to make a living from your music, then you need to treat yourself as an artist, or your band, as a business..
Any marketing guru will tell you that the biggest and most important aspect of marketing is branding. This is as essential in the music business as it is in any other. Potential fans need to be able to remember and associate with you. With so many other artists and bands out there, it is important that you take the necessary steps to stand out from the crowd and not just fade into the background. Once you start to treat your band as a business and understand the importance and value of branding yourself, things will start to fall into place and you'll be taking steps in the right direction. The brand of your band is the foundation of your business, and once the foundation is laid you can build upon it. Without a starting block, a business cannot be built. When it comes to your career, you don't want to be going around in circles, you want to move forward.
A name is a huge part of your branding identity, so choose wisely. You may even have to go through a few branding evolutions throughout your career, and that's okay! This just doesn't apply to artists looking for big-time deals, either. Even if you're a small band just wanting to make moves locally or regionally, a name can shy away potential venues, booking agents, and will nearly always scare off press. For example, I recently partnered with a music retail product for a small PR campaign. A portion of this campaign dealt with promoting the retailer's "featured artists," who were chosen by the retailer prior to my involvement. While overall the campaign ran smoothly, we had trouble with one particular featured artist, a metal band with a huge social media following but a very unfortunate name. A name that was a combination of double entendres and pretty ridiculous terminology. While the band was professional, well-known, and talented, our press releases got very little response, except for one brief reply: "Nice name. But we're going to have to pass on this."
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