(HIPHOP) ARTISTS: CHANGE YOUR BRAND
SOME MUSIC BRANDING BASICS THAT YOU
(HIPHOP ARTISTS) MUST CONSIDER ONCE & FOR ALL
"Why do yall bloggers always write so damn much about artist branding? Enough already... We get it. Yes, obviously we should already have set in place some sort of visible representation..."
Aight, ok, that's true but it goes o much deeper than that. Essentially, I like to remind my artists to look for a way to get inside your target audience's head - however you can get inside - find a way! Through the ears, or the mouth, or even the eyes if you can.
Once you do, you will be able to manipulate them into pretty much anything you want... resulting in your fanbase growth, or. giving you money they owe you. Are you starting to understand where I am getting at on thIs?
Okay so why more articles on branding you ask? There's definitely a shit ton so you are not wrong in saying that . But...
After reading probably hundreds of different branding articles in any industry I can think of, I can proudly attest that many musical acts are actually grasping on to these concepts surprisingly well although in a lot of cases, I've seen many acts go little overboard too when it comes to self-branding (and that looks pathetically worse than an artist who just never learned who they are and what they stand for.)
This brings me into the idea which prompted me to write this blog post today, because ....there seems to be a very noticeable drop off when it comes to hip hop. In my mind I've been cycling through the reasons why this could be happening? is it a case of over-branding, or a lack of self-independence, like I briefly mentioned above? Maybe there is a lack of initiative that's happening somewhere along the journey of career fast & often brutal career growths?
I bring this up with hiphop, because with hiphop - it's seemingly like the brand is already premade for you just as a result of the music itself. We all know the things that represent hiphop music. Hell even your mother can tell you. It is beyond blatantly obvious it's stupid. You know.... flashy, bling bling, cars, money, bitches, ass, jewelry, grills, twerking, homies, ghetto, violence, gangs, etc… you know exactly that I mean.
That IS the branding of hiphop. It’s actually been the same since… well… the mid to late 80s. 40 years later we’re still seeing the same 'ol bullshit just replacing the figurehead at the top.
Furthermore, the purpose of this article is to get up & coming rappers to just try to put some thought into their branding - who knows maybe they can come up with something else entirely.
Because i dont know about you. But i am pretty sick of seeing the same ol shit with little effort and zero creativity being regurgitated over and over again. Shit. I mean.. yeah.... ghetto chicks twerking their asses is cool and all... but other than that i don't care about your money or cars or chains or your beef with a rival gang. Or honestly, even how jiggly those asses are really in the spectrum of things - it's just stupid (and demeaning to women). But It means nothing to anyone but them! Give me something new for crying out loud!
Whew! Ok let me take a drink of water...
Ok, now think about this:
Besides probably… Eminem… every hiphop artist has used the same exact branding foundation - money, gold chains, big butts, expensive cars, getting out the hood - etc.. No doubt this is a tried and true proven branding method that works over and over again. I know it may be risky to jeopardize your career off something new that might not be gangster enough. Gangster sells. We all understand this. But the potential artistic vision of this genre of music could be stretched beyond belief. It would set you apart from everything else. Hiphop is such a brilliant art form and still relatively in its infancy stages. Which means it has the most growing up to do.
Music branding holds immense significance for artists at any stage of their career. It's the 21st century, and talent alone wont get you anywhere. You need to represent an idea that is larger than you. It can be difficult, and is often insufficient when acted upon without a practical strategy. And a lack of strategy can lead to failure. Whether we like it or not, music is a business. The music industry is vast and cutthroat due to an oversaturation of artists making it highly competitive.
At its core, a brand (or 'brand identity') encompasses a name, a logo, and a color palette, differentiating a product, company, or, in this case, an artist from others who are similar. Effective branding sets expectations and has the power to influence people's perception of you.
How do I establish my brand as a music artist?
Like anything else, one of the best places to start on your own brand journey is to look first at some good examples to aspire to. Pick at least three of your favorite bands or musicians and then go through the shortlist below to begin to get an understanding of the ways they brand themselves. Try to understand how they define themselves. This is ironically down, in large part to the way you have interpreted them. However, if you consider yourself a fan then it’s likely your understanding of their brand will be aligned with how they intended to be perceived. Have they positioned themselves as counter-establishment, are they the ultimate in rags to riches story, are they a wholesome country belle or a strong, independent woman? How does your understanding of their story inform and reinforce this brand? How does this reflect their music?
Now, it's time to define your own brand. Begin with your music and the message it conveys about you. From there, align the way you present yourself with your branding. Plan how your social media presence will reflect this message and consider how you can embody it in your performances.
Now let's tackle that elephant in the room... and figure it out - all the fundamental aspects of visual branding, which are crucial in setting the tone for your brand. It's essential to ensure that your brand aligns with the sound of your music. ALL OF THIS SHOULD'VE ALREADY CAME TO YOU. AS IT SHOULD BE A NATURAL THING THAT HAPPENS WHEN YOU BECOME A MUSIC MAKER. But i you are a literal, analytical person who needs to begin at letter A and go letter by letter until you complete the alphabet: this is for you. Perhaps i may ask you a question in a certain way that may force you to reconsider something you're doing. Or maybe you haven't even considered something else? Either way, consider or reconsider the following elements:
Besides probably… Eminem… every hiphop artist has used the same exact branding foundation - money, gold chains, big butts, expensive cars, getting out the hood - etc.. No doubt this is a tried and true proven branding method that works over and over again. I know it may be risky to jeopardize your career off something new that might not be gangster enough. Gangster sells. We all understand this. But the potential artistic vision of this genre of music could be stretched beyond belief. It would set you apart from everything else. Hiphop is such a brilliant art form and still relatively in its infancy stages. Which means it has the most growing up to do.
I'm begging you if you are a rap artist PLEASE PROVIDE US WITH DIFFERENT CONTENT. BE ORIGINAL. YOU CAN INFLUENCE SO MANY MORE PEOPLE WITH A DIFFERENT MESSAGE.
I understand the counter argument to all of this... that these dudes are just rapping about what they know. Their environment growing up and the world that they live in. The thing they do and what they see. So it goes to show that is why they rap about these topics.
And the first step in doing so is your brand. This is my blogs 'branding' article specifically to lecture you young rappers as well as the hiphop culture overall.
lol... enjoy!
Music branding holds immense significance for artists at any stage of their career. It's the 21st century, and talent alone wont get you anywhere. You need to represent an idea that is larger than you. It can be difficult, and is often insufficient when acted upon without a practical strategy. And a lack of strategy can lead to failure. Whether we like it or not, music is a business. The music industry is vast and cutthroat due to an oversaturation of artists making it highly competitive.
Some may argue, "But we are creatives, not business people!" It's true that approaching music as a business might seem off-putting, as it could be seen as compromising artistic credibility and authenticity, and reducing creativity to a mere commodity. Though the cynical side of me will flat out agree with that, I want to assure you that this is not always the case.
In this article I will talk a bit more about that. As well as guide you through the proper way to approach branding, which will hopefully enable you to establish a solid foundation for your music career, while also revealing some well-kept secrets of the music industry I've found out.
WTF IS MUSIC BRANDING anyway?
At its core, a brand (or 'brand identity') encompasses a name, a logo, and a color palette, differentiating a product, company, or, in this case, an artist from others who are similar. Effective branding sets expectations and has the power to influence people's perception of you.
However, for many, a brand in music represents much more than the superficial elements mentioned above. It visually represents an identity that encompasses the story, image, beliefs, and values of the entity it represents. The depth to which you explore your own music branding is entirely up to you. To assist you, we have developed a straightforward five-step guide to artist branding, which will ensure that you at least meet the minimum requirements of branding yourself while providing you with insights to elevate your branding to the next level.
How do I establish my brand as a music artist?
So now we’re going to walk you through the five steps to creating your own music brand... PAY ATTENTION I WILL ONLY WRITE ABOUT THIS SHIT ONCE. K? Alright..
1. Study the Brands of Other Artists You Like
Like anything else, one of the best places to start on your own brand journey is to look first at some good examples to aspire to. Pick at least three of your favorite bands or musicians and then go through the shortlist below to begin to get an understanding of the ways they brand themselves. Try to understand how they define themselves. This is ironically down, in large part to the way you have interpreted them. However, if you consider yourself a fan then it’s likely your understanding of their brand will be aligned with how they intended to be perceived. Have they positioned themselves as counter-establishment, are they the ultimate in rags to riches story, are they a wholesome country belle or a strong, independent woman? How does your understanding of their story inform and reinforce this brand? How does this reflect their music?
If we think about the Miley Cyrus example, her musical output switched from a bubble gum country to the twerk inducing sticking-her-tongue-out pop goddess we all love today. Her brand has shifted along with that, moving from squeaky clean tween to something raunchier and more sexualized. Whether this evolution is a natural progression as she grows into womanhood and is discovering her supposition of sex. Or, perhaps, it's all a money making ploy guided by her father (just kidding! lol) her entire team, label, and industry influencers - her brand consistently reflects her music... right? Sorta and over emphasized example but it is true though. (probably could think of a better example but I just wanted to talk about Miley)
Basically what i am saying is pay attention to how these musicians communicate their brand. Observe the various ways in which they maintain consistency across different platforms. Does their logo, align with the style of their music? Are their social media posts consistent in tone and message? Do their performances reinforce their brand? Identify the strategies that resonate with you.
2. Defining Your Brand
Now, it's time to define your own brand. Begin with your music and the message it conveys about you. From there, align the way you present yourself with your branding. Plan how your social media presence will reflect this message and consider how you can embody it in your performances.
Think about how the artists you examined in step one communicate their brands, and determine which strategies you will adopt. If you aim to present yourself authentically, identify the unique factor that distinguishes you from other artists and make it the core of your brand. Every artist has their own story, so highlight the pivotal moments that have shaped your journey. These moments will serve as the backbone of your branding.
To discover your unique story, Simon Sinek's work on the subject can be a valuable resource. Although Sinek primarily focuses on marketing for brands like Apple, his principles can be applied effectively to musicians as well. Delve deeper into the topic by watching his classic TED talk on "the golden circle."
Furthermore, try to carve out a niche for yourself. Are you Iceland's trip-hop queen or Romania's answer to Snoop Dogg? Identifying a unique category or niche in which you excel will facilitate your branding efforts, enabling you to stand out from the crowd. If you struggle to define your niche, examine how other artists in your genre brand themselves, and find a way to differentiate yourself.
3. The Visual Elements of Branding
Now let's tackle that elephant in the room... and figure it out - all the fundamental aspects of visual branding, which are crucial in setting the tone for your brand. It's essential to ensure that your brand aligns with the sound of your music. ALL OF THIS SHOULD'VE ALREADY CAME TO YOU. AS IT SHOULD BE A NATURAL THING THAT HAPPENS WHEN YOU BECOME A MUSIC MAKER. But i you are a literal, analytical person who needs to begin at letter A and go letter by letter until you complete the alphabet: this is for you. Perhaps i may ask you a question in a certain way that may force you to reconsider something you're doing. Or maybe you haven't even considered something else? Either way, consider or reconsider the following elements:- Name Maybe you’re going with the name on your birth certificate, or you’re trying to come up with a name for your band. In any case, whatever you settle on, try to take a step back and decide if the name aligns with the way you want to build your brand. This is obviously a very important step. You want it to be catchy, not too serious, memorable, looks good written out or presented in words, but most importantly I believe that is that it needs to have a lasting impact and still stand up while you're out touring 5 years from now. There are a lot of band names that are really bad. Most of them are. The rest of them are trying to hard. I won't list any actual real life examples here but i'm sure when you hear a new band come out with the name "Peeping Tom & The Window Peekers" You just shake your head. There's a current trend going on in which bands are using a play on words. Like taking an already famous name and changing a few letters so that it sounds not too serious and playful but also is quickly oversaturated. Forgive me for saying this (though i know all of you agree) rap names are hands down the worst. My goodness they are horrendous. If I hear you are a new rapper with Lil' in your name im immediately skipping you. PLEASE GUYS COME ON. That's all i have to say about that. If you're having trouble coming up with something, don't be ashamed because this is extremely difficult. It may take years even for it to come to you. But please do just that... let it come to you. The best names come naturally and not on your List Of Band Names. But if you want to or need to force the issue, there are plenty of band name generators online these days. They are all pretty amusing and once in a while it might provide you a random cool name. But be aware that it is unlikely to fit your brand. If that's the case, then you should shift your style and ideology to better justify your name (lol) Because the type of music you play should closely resemble your brand.
- Logo This one might trip a few people up. You’re not Nike or Starbucks, why would you need a logo? Well, a quick google search from Queen to Eminem to the Beatles and beyond will show you that everyone has a logo. This can be as simple or as complex as you like, just make sure it says what you want it to say. You don’t need to hire designers either, online logo makers can generate an amazing result.
- But if it would make your feel better, you can find a dope graphic designer on Fiver.com to design something unforgettable and most importantly - professional. Though this approach sounds expensive the fact of the matter is you could honestly find an up and coming designer and pay them less than a hundred for their services. More well established creators might obviously charge more and have every right to do so. Just browse through everybody offering their services, check out their work and their reviews, and go with someone you feel best to work with. Just like a collab for anything else. *One other thing i would mention while browsing through Fiver.com is that its a good idea to see if the creator offers any re-do's or are willing to redesign how many times until it meets your satisfaction. 
- Color Colors hold different meanings across cultures, so it's essential to select a color palette that resonates with your brand and maintains consistency across all visual materials, including album covers. Seek inspiration from artists producing music in your genre, but ultimately, choose colors that align with the direction you want your brand to take.
But if it would make your feel better, you can find a dope graphic designer on Fiver.com to design something unforgettable and most importantly - professional. Though this approach sounds expensive the fact of the matter is you could honestly find an up and coming designer and pay them less than a hundred for their services. More well established creators might obviously charge more and have every right to do so. Just browse through everybody offering their services, check out their work and their reviews, and go with someone you feel best to work with. Just like a collab for anything else. *One other thing i would mention while browsing through Fiver.com is that its a good idea to see if the creator offers any re-do's or are willing to redesign how many times until it meets your satisfaction. 
Self-promotion
This is something that artists of all kinda are notoriously bad at, but it’s never been more important nor have there been so many different ways to get yourself and your message out there than it is today. Here are just a few different approaches we recommend. AND PLEASE - DON'T JUST READ THIS... IMPLEMENT IT. ACT ON IT! Think of it less as selling and more as sharing your passion with others.
Website
Begin by creating a website that serves as the central hub for your online presence. It should be the central hub of all your recordings, videos, tour schedule, and even offer a retail function for fans to purchase your music and merchandise. Ensure that your website encapsulates your brand through the visual elements and layout of the design and make sure to provide a user-friendly experience for your fans. Now days anybody can get a website built for any reason at a reasonable cost. However, let me quickly recommend wordpress and not services like Wix and Square. This is simply because if ever the day comes for a company to blow up and your data you've been building will disappear. Since wordpress is a self hosted platform which grants you the control over every aspect of your website - inside & out! Including... what? Your brand ahh yes. There we go now ya learning!
Merchandise
This is a field of study on its own so i'm going to try my best to keep it short. So merch is a great way for you to make a bit of extra money whilst giving your fans a way to show they support you. Put your newly designed logo and color scheme to good use on a whole variety of merchandising from t-shirts to tote bags. Build a Community It’s not just about promoting your work and getting out your message through direct channels. One of to build a loyal and engaged fan base is to create a community around your brand. If your message and branding is something people connect with, they are more likely to show their support financially and promote you to friends and family. A couple of great ways to do this are through:
Social Media Schedule
Across all your social media channels, create a manageable schedule so you can regularly post on-brand content that will resonate with your audience. Search google for a calendar/template that works as a proven post schedule. You may need to alter it to better reach your target audience. You are smart enough to figure this out. But i will tell you the same thing every other digital marketer online will say, or what every proven influencer who has built a sizable audience on their own says, even what beginner instruction videos or the direct How To section from your chosen social media platform also says.... and that is: BE CONSISTENT. CONSISTENCE. CONSISTENCY. Allow this word to be your mantra. Since everybody says it, it must be true right? ABSOLUTELY! Once again you must promise yourself that you will follow the daily posting calendar (and i mean actually do it) for 365 days no excuses. Can you do that? It is a challenge but anybody can do it - only the special significant chosen ones actually do it. Also, take a bit of time to directly engage in comments and conversation. Respond to every comment. Your fans will appreciate it and all the algorithms will reward your efforts. Make sure to analyse your results sub-frequently.
Live shows
Carry your brand into your performances. Round out the whole brand with a performance that reflects your style and story. Do your thang. You're a musician right? Well here is your rare occurrence when you can actually be one. Be it well. Do it good. You are supernatural. Let out all your frustrations. I hear you brother.
Build Your Community