This article is the first in a new series that delves into the holistic approach to music marketing and PR. For those bands and artists seeking to take their careers to the next level, this series addresses the workload; what is required in different areas, how best to manage these elements, and how to effectively work towards your specific goals.
Traditional PR plays a major role in music promotion, but PR is most impactful when implemented as part of a larger promotional strategy. We have discussed widely the importance of a holistic approach to music promotion especially in this modern environment that cross both tangible and virtual worlds. Fundamentally, in order to place yourself in the best position for success, you should have a strong grasp on the following:
- *Who* you are (as a band or individual)
- *Who* your target audience is
- *What* your long-term and short-term goals are
Taking the time to carefully consider the points above is key as any PR or marketing strategies will be developed from them. If you cannot identify the ideal niche for your music then investing in targeted ads will garner little success and social media growth may be inhibited without the right targeting metrics, for example.
Being so closely connected to your own art may result in some of these aspects not being thoroughly considered as you fully understand your own artistic vision. However, it may not be obvious to an external audience. In respect to brand identity, consider whether – as an individual or as a band – the branding accurately reflects *who* you are. Does it portray your unique elements, the musical genre(s) in which your music belongs to, and any themes or concepts that are relevant?
As Cori Westbrook explored in “Developing Your Brand: Creating a Unique Identity in the Music Industry“, your brand identity is more than just your logo. While an impactful and easily recognizable logo is important your branding must translate through all of your visuals; across your online and in-person presence, and ultimately through your music. Furthermore, authenticity is paramount. An artist with a genuine brand that aptly reflects who they are and what they stand for will obtain greater more meaningful connections with fans than those who are inauthentic.
Try out these steps as a useful starting point for branding:
- Revisit your own social media profiles, website, and streaming platform profiles.
- Do they all appear cohesive and professional?
- Is it clear that they all belong to your band?
- Is the information across each profile accurate and up to date?
- Visit the profiles and websites of your favorite bands, larger acts on major labels and bands similar to you in terms of size and genre(s).
- What do you find appealing or unappealing about these profiles?
- Do these profiles aptly represent the bands?
- What steps do they take to appear professional?
Establishing a clear, appealing and distinctive brand will be a huge asset as you progress further into the realms of music promotion. By tackling this groundwork early on, it will enhance the success of marketing strategies and PR. Additionally, by having a solid understanding of its importance and the know-how to execute a strong brand will be highly useful as your brand (and band) continues to develop over time.
If you are interested in our hybrid marketing and PR services, find more information available HERE. For any C Squared inquiries please get in touch with Cori (corinne@csquared.info) or Curtis (curtis@csquared.info) to discuss how we can help.