The terms ‘music marketing’ and ‘branding’ can be dirty words to any artist. But the fact is, your band is your brand and your tracks are your products. No one gets “out there” without a true idea of who they are and how they present themselves to the world.
This article is well suited to compliment our Marketing & PR course.
The inaugural Australian Nando’s Music Exchange recently took place in Melbourne and Sydney, hosting an array of panel speakers, workshops and discussions with all the ins-and-outs of today’s modern Music Industry. Marketing and branding can be the difference between an honest, genuine connection with your audience or none at all. Some of the best in the biz have given us their top tips for Marketing and Branding as an artist, and here’s some of the highlights for you:
Melody Forghani, Artist Manager & Publicist from twnty three (Vallis Alps, Airling, Seekae) and Jane Gazzo from Triple M explore the question: How important is Social Media in terms of growing an audience?
Melody Forghani – “Social Media is one way to truly connect with the people around you and to tell people who you are and what you do. Social Media opens the artist up to a whole new level, world and audience. It tells the story for you, it allows you to tell your story.”
Jane Gazzo – “It’s so important if you want to take you career further; it’s your calling card, it’s your branding. If I listen to your song, I want to see what you look like, so I’ll go to your Instagram or your Bandcamp or whatever. It’s important to keep it professional and put your message out.”
Keeping in mind where your branding comes into play.
Melody Forghani – ‘Social Media can be a really difficult thing. You can take it too seriously and you can try to create specific image or vibe, or aesthetic, and that can be really off-putting when a label or management has put together a mood board and you think that’s what your audience will like, rather than your uniqueness. Everyone can do it differently, it doesn’t need to be the focus, just something that helps you continue to share your story.”
This idea leads to the notion that authenticity is the key, telling the true version of the brand you want to communicate. Hannah Celnikier of Positive Feedback PR agency outlines some of the common mistakes made by artists that don’t have a clear grasp on what their branding is.
Hannah Celnikier – “I’ve worked with an artist that started out as a singer songwriter, and then backtracked and changed their minds to become a producer. It was so confusing that they lost their audience. I think the key is that they just didn’t know. Before you decide to put yourself out there and create your social media know who you are, what you are doing and where you want to be”.
What is Publicity?
Publicity is essentially getting the attention of the media. But what do you do need to do before approaching media with your product? Jess Carroll, Publicist from Inmocean explores the importance of your USP (Unique Selling Point), a phrase you might not have associated with the Music Industry. But your USP is the beginning of all successful brands and imagery as she outlines:
“There’s three points to think of. The song first and foremost, how to find and create the vision; the visual brand and story, and the third is the delivery of the work.”
And gives the hot tip:
“Do your own PR before you find a publicist, then you can have an understanding of what the publicist does, and that enables you to forge your own relationships with media. Once you build that relationship with someone you can have that for many years…as an artist, do your own research on where you are sending the music.”
Tips to start you off with Publicity:
Define your roles, what do you want:
- What’s your story?
- What’s your voice on social media?
- Look to other artists to maximise your reach
- Do your research. i.e don’t send your techno music to a rock heavy platform.
Publicity can also help you find and execute your branding.
These are just a few powerful insights into the knowledge shared and spread throughout Nando’s Music Exchange 2018, giving students the power and guidance to catapult them into their future careers.
Nando’s are proud supporters of young artists and creatives, and work to provide opportunities for those in the early stages of their careers. Established three years ago in the UK, The Nando’s Music Exchange is a platform to bridge the gap between young musicians and experts in arts and music Industry, giving them exposure and networking opportunities unlike any other.
Run in two components, this feature was created from the knowledge shared at the Australian Nando’s Music Exchange workshops, which were held in Melbourne and Sydney this year. The workshops combined industry coaching around management, promotion and branding with small group music mentoring with successful Australian artists, including Andy Bull, British India, Ecca Vandal, and industry gurus to the likes of Dave Batty (Artist Manager, Custom Made Artist Representation), Gregg Donovan (Artist Manager, Wonderlick) and Adam Jankie (Artist Manager, Illusive).
From the incredibly overwhelming positive responses, six of the up-and-coming industry students from these workshops will head to the UK in June for the second component, the Nando’s Global Music Exchange. Nando’s Global Music Exchange connects these young Australian artists with participants from the UK, South Africa and Canada, and esteemed industry mentors from Australia, the UK and South Africa. This event will be held at the iconic London venue, The Roundhouse. The Roadhouse boasts a rich cultural history in modern music recording, and also hosts the Nando’s sponsored midi suite studio, one of 24 high spec studios accessible only to young creatives.
For more information on Nando’s Music Exchange head to www.nandos.co.uk/explore/music/music-exchange