Sonic Branding & Indie Artist Of The Week - Shelley Carrol

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What does your sound sound like? - Let’s go - 

Normally when you speak of sonic branding, the conversation revolves around a corporation, television show, commercial, or jingle. For example, recognize this one? How about this one? Or this one? Soundcloud will actually take you through the top 100 sonic brands. It’s just like when you see the golden arches of McDonald’s, you know what to expect. When you heard these sounds that I shared, you knew what to expect. A sonic identity is the essence of your brand translated into audio. A solid and memorable brand association with your followers and fans can help them know when you are working with a new artist or even for you producers that are leasing beats. You use the name over the beat of course so people won’t just run off with the beat, but once they decide to use it, and your tag is taken off, so is your identity, except in the credit (which is where it matters the most, but you know what I’m saying). The psychology behind this type of branding triggers emotions, gets more attention, and enhances your brand recognition. 

Now in today's producer-driven music, you hear a lot of producers, rappers, and even some pop producers whisper their names over the beginning of the track to let you know who it is. And tagging is important if you are still trying to sell the beat. However, The primary reason to talk about sonic branding today is to challenge you in the DIY musician circle to develop a sound that is recognizable without having to tag it. I know that is the thing, but for those of you old enough to remember, (or should I say back in my day) when you heard a Motown artist, you know it came from the Funk brothers, when you hear the funk you know it on the one, The sound of Philadelphia was an unmistakable sound that you knew no matter who was singing on it. The same holds true when you hear a Timbaland, Swizz Beats, or Manny Fresh beat, no matter who is rapping on it. Yes, you can say your name over the track, but what is it about that track that sounds like you? What is your sonic identity and what does your sound sound like? This doesn’t mean that all your tracks should sound alike, but it should have that “thing” that only you do. Almost like a fingerprint, it’s important. I see a lot of producers making beats, tracks and even music that they are trying to sell that sounds like the last thing the artist put out. Instead, I challenge you to make a track with your identity that a major artist would sound good on. See how I flipped that? Yes, this is your career too, make the most of it and let people know what your sound is. 

Johnnie and Robert are still out of the country so no live Clubhouse tomorrow, so please tune into the last “Sisters in Law, closing deals in heels episode. It's worth a second and a third listen. These heavyweight sisters all lawyers and one judge and all in the entertainment field will teach you a thing or two. Trust me you will learn a lot from this one. “Untold Tales of the music industry.”  Click and save the link, and look for us next week. 

This week's #IAOTW - Indie Artists Of The Week - Shelley Carrol - the Texas Tenor who studied with the great Arnet Cobb and Don Wilkerson. He has been named one of Dallas’s premier sax players and has toured with Sheryl Crow, and was once a member of Kool and the Gang. He is also featured on my single called Scatman’s Fish & Grits, releasing on Black Friday, November 25th and he smashes on it. Pre-save it here. Click on his name, scroll down, and click the picture to learn more about this talented duo and the event. Be sure to like and share the Spotify playlist. 

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 Tuesday.

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