Haulix Advice: 3 (Additional) Aspects Of Artist Branding

This article is a continuation of a series we started last week. To maximize your entertainment (and education) value, click here and review the first part of this feature. More installments will likely follow, so make sure you join us on Twitter and Facebook to ensure you never miss another update.

Last week we started taking a look at various aspects of artist branding, and this week we have returned with three additional points to consider. The best brands are the ones built from the heart, and the same applies for art.  Some of these points may seem fairly obvious, but if even one category strays too far from the others artists may soon find themselves fighting an uphill marketing battle. Recognition is key in today’s hyper-connected society, and it all starts with how an artist chooses to brand themselves. Read through these points, then sit down and figure out what you need to do to convey what you see in your head to the rest of the world the best way possible. Know who you are and what you stand for before you ask others to follow. 

As always, if you have any questions or comments, please don’t hesitate to add them at the end of this post.

1. Merchandise – Fans buy merchandise because they not only want to see you further succeed, but because they want to prove to the world that they’re a part of your global community. When they’re seen in a shirt with your name on it, or holding a phone protected by plastic barring your logo they’re no longer a single entity existing amongst billions of other separate individuals, but one piece of multi-faceted human promotion machine that relies on your gift for songwriting in order to survive. They might not tell everyone they see to listen to your music, but with your merchandise in hand or on their body they do create a phenomenon known by many parents as “the human billboard.” Where they go, the possibility someone may be lured into googling or further inquiring about who you are goes with them. What message do you want sending into the world on your behalf?

2. Image (Video) – Ten years ago it would have been far easier for a talented artist or band to rise from obscurity to relative fame without releasing a single music than it would be today. YouTube changed everything when it launched in 2005, and now everyone who wants to be anyone online is rushing to put out as much visual content as possible. While connecting with fans through music videos, tour diaries, and behind-the-scene footage is a fantastic way to build a relationship with listeners, too many artists look at this content from a quantity over quality perspective. Fans want you to work on your music until it’s the best it can possibly be, so why skimp in other areas of your brand? Now that seemingly everyone has a camera in their phones that offers far better quality than digital cameras from even five years ago, there is no reason to offer low quality content (poor audio/video, messy editing, etc) other than laziness. If it doesn’t look like you cared that much doing whatever it is you’re putting out, people will show similar enthusiasm in return. 

3. Online Presence – This one work as an accompaniment to video, but in all actuality cover a much larger array of topics. You never know where someone will first come in contact with your music online, so it is in your best interest to ensure every aspect you can control is executed in the highest quality possible. This means having complete profiles on all relevant social networks, a digital press kit filled with resources for industry-related contacts, and your own custom website that stands separate from all the worlds of Facebook, Twitter, and the like. Every social network will one day go the way of Myspace circa 2008, and it would be a shame if the hub for all things related to your art went down with it. Visit Hover, find a domain that works for you, and get started carving out your own digital hub. It will take more time and effort than setting up a classy profile page, but the longterm benefits far outweigh the short term costs. If you need help building your site, we suggest visiting Squarespace, Wix, or Weebly for easy to use design tools and guides. 

Beyond the creation of your own central hub for information, make sure you’re using tools like GoogleAlerts to know when your name comes up across the web. If a site you’re unfamiliar with is running an article with an old picture or incorrect information, reach out with the correct information and politely ask if they mind updating their story. Some may groan at the request, but most bloggers will be delighted to see a band taking an active interest in how thy are being received online. 

Finally, pay attention to the way your music is received when being distributed for coverage/performance consideration. Services like Mediafire, Sharebeast, and Sendspace may offer free services and relatively quick downloads, but your music is reduced to a download icon buried amongst another company’s branding (not to mention the ads said company relies on to continue offering “free” services). Haulix, on the other hand, allows complete customization of the way your music is presented, as well as tools for crafting eye-catching emails. Do you want your music to be received the same as any other artist simply for the sake of convenience, or would you rather deliver your latest creation in a way that better conveys the art that lies ahead? If your answer is the latter, click here for more information.

James Shotwell