Tuesday, January 10th, 2023.
Hey, it’s TJ Miller, “you want some game?” Let's #tipundathehat!
For the best indie music from indie artists, click, and follow Indie Artist Of The Week Unda The Hat. This week, izzeYe. Be sure to hit the like button and follow this amazing group of indie artists. They will be major soon -
This week, 2023 Brand new year Brand new you - Let’s go -
Ok well, we are all the way into 2023 now. Know this, if you made it through 2022, there is much work for you to do, so let’s get to it. I hope you had a wonderful holiday season, got a little rest, and are ready to take on 2023 with a tenacious voraciousness that makes you and your team win! So let’s talk about branding you, your music, and your persona.
There’s an old saying in the industry that goes “image is everything.” This is especially true in today's “microwave, I want it now society” that we live in and even more so for musicians. This is a “don’t hate the player hate the game” statement. The reality is, the brand used to sell the music, but now, the music sells the brand. Sorry, you are not going to sell a million copies as an indie artist with only 5 songs on Spotify. You must sell your brand. Modern culture by far is driven by what’s seen and dominated by social media. Behind Google, YouTube is the second largest search engine with more than 60 billion hours worth of video views per month; and guess who owns YouTube? Yep Google. Everything that pertains to our website is about SEO or Search Engine Optimization and how fast you can be found when you or a good set of keywords are searched. This is the importance of branding in the music industry.
So let’s take a step back, what is a brand? A brand is any product, service, or even concept that is distinguishable from any other product, service, or concept and then marketed as such, a one-of-a-kind. And isn't that what you are..one of a kind? Everything about you and your music is a part of your brand; your sound, the colors you use, your look, your logo, your website, and I will say this again, your music sells your brand and not the other way around. Branding is a marketing concept built around creating your brand identity. This is what your audience, your fans, and your followers look for and count on. Your brand is how they know they can trust you and is your public image. All public images, businesses, corporations, artists, DJs, bands, and even executives have one. Are you looking to get signed? Here’s the conversation nowadays; “what do the socials look like? How are the engagements?” They know you can buy followers, it’s hard to buy engagements though. Yes, it can be done, but it’s starting to get more easily detectable and it’s how you can get your account shut down. How do you get more engagements? You build your brand. Your brand is built around the way you dress, your style of music, your hair, your logo, your website, your color scheme, and the stories you tell in your music. Once you create your brand you want to make sure that it represents you and that people can find that “you” every time, and it’s how people can come to know you and your music. When you look for those golden arches of Mcdonald's, that M looks the same every time everywhere. Now, this doesn’t mean that you can’t grow your brand, you just don’t need to change your brand with every project you release. So stay true to it once you create it.
Your brand is what separates the local weekend hobbyist from someone who has made it up in their mind that this is it, they are going for it, and making this their profession and will live their life through their gift. Once that decision is made there is work to do and you must put in the work! Remember there are 66,000 tracks a day being uploaded to Spotify and the other DSPs (Digital Service Providers) out there, how do you stand out? How do you make the people who would love what you do find you? Your brand, that’s how! Now you have to start coordinating creative posts, have specific messaging, have catchphrases, and talk to your niche. Consistent branding creates a unique perception for your audience. You will have to do a little soul-searching as well. For your audience to know who you are, you have to know who you are. Your musical output is basically an extension of your brand identity, and if your followers don’t connect with your brand, trust me they will not connect with your music, and will probably not even give it a chance.
Lastly, a successful brand articulates the intended mission of you the artist. Yes, you will need a mission plan just like a business, because you are not a musical businessman, you are a business - man!! Can you dig it? You must separate yourself from the competition and your brand does just that. If you want to make an impact, you’ll have to offer value to your listeners and find a way to demonstrate that value through your branding.
Again, stay consistent with your brand, and stay true to yourself. There are a lot of choices out there, find your brand find your audience, and serve them all that you have.
Johnnie Walker, Robert N. Johnson, and I are back live on Clubhouse tomorrow Jan 11th in the NABFEME (NATIONAL ASSOCIATION OF BLACK FEMALE EXECUTIVES IN MUSIC & ENTERTAINMENT) room. Click the following link, add us to your calendar and let’s talk about it. 2023 Anything is possible!
This week's #IAOTW - Independent Artists Of The Week is - izzeYe who hails from Chester PA now living in LA is all about being soulfully groovy, fashion, music and lifestyle. Additionally he is managed by the legendary Southpaw Entertainment. Click on his name link, scroll down to his picture, then click and support. You won’t believe how talented hip and soulful he is.
For more information on this or to hire Unda The Hat as your brand or label consultant send a message via undathehat.com. See you next YEAR!!