The Artist As A Brand 2012

The Artist As A Brand 2012
(c) Dipl. Kommunikationswirt - Dietrich Pger
27.11.2010
Referent:DietrichPger
Freitag, 30. Mrz 2012
About me
27.11.2010
There are many different type of brands:
27.11.2010
For example: word- and figurative trademarks
27.11.2010
3D trademarks
27.11.2010
Sound trademarks
27.11.2010
And we know artist brands as well
27.11.2010
But what is the main concept of a brand...
...?
27.11.2010
A brand is similar to a personality

Describes the personality of an artist
Identity
27.11.2010
It has to be unique
Describes the personality of an artist Distinctness in comparison to other bands
Identity
Dierence
27.11.2010
10
But thats not enough: it has to be relevant.

Identity
Dierence
Relevance
27.11.2010 Referent:DietrichPger
Functional and emotional empathy of the audience
11
The core brand is where these fields overlap

Identity
Core Brand
Dierence
Relevance
Functional and emotional empathy of the audience
12
An example is better than a thousand words
The Gossip
13
The Gossip: Identity
Power
Handmade
Bottom Up
Fashion
Homosexual
Party
27.11.2010
14
The Gossip: Difference
Natural
Handmade
Alternative
vs
Sweet
Made
Pop
27.11.2010
15
The Gossip: Relevance
Fan as a friend
Authentic
Identication
27.11.2010
16
But why do artists need to act like a brand
...?
27.11.2010
17
1. Reason: The difficult market situation
27.11.2010
18
This was the old business concept
27.11.2010
19
This is the new way: multiple revenue streams
Live Entertainment
Licensing
Records Downloads Streams
Brand Partnerships
Merchandise
27.11.2010
20
2. Reason: A dramatic shift in communication

Digital communication is similar to our real habits now. It is a social experience with the same complexity.
27.11.2010
21
The old digital experience has gone
Desktop
22
Its a multiplatform + mobile experience now
27.11.2010
23
Media itself has changed
one company
to
many customers
24
It is social thing now
companies
companies
companies
companies
27.11.2010
25
Digital communiction isn`t an

... anonymous, decentral activity anymore
27.11.2010
26
Its an individual, hyper-local experience
27.11.2010
27
What does that mean for the music business
...?
27.11.2010
28
Its a fragmented multi content industry..
Merch
Records
Live Performance
Downloads
Social Media Apps
Streams
27.11.2010
29
...with a multi channel distribution
Records, Downloads, Streams
Mailorder: Online shops B2B deals + content monetization
Print, TV, Radio
Publishing/Licensing
Events/Ticketing
27.11.2010
30
In a mobile, digital world
Multi platform
Individual
Social
Hyper Local
27.11.2010
31
What does that mean for a brand
...?
27.11.2010
32
First of all: Less visibility! No one sees you.

Bands Bands Bands Bands Bands Bands Bands Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
27.11.2010
33
To get noticed, you need to be unique & visible

Bands Bands Bands Bands Bands Bands Bands Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands Unique Artist Brand
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
Bands
27.11.2010
34
Effect: public, economic and cultural relevance
Fashion
Film
Retailer
Press
Fans
27.11.2010
35
And how do I build a brand in a digital world?
With digital self marketing!
27.11.2010
36

The Artist As A Brand 2012

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The Artist As A Brand 2012

(c) Dipl. Kommunikationswirt - Dietrich Pger

Freitag, 30. Mrz 2012

Freitag, 30. Mrz 2012

There are many different type of brands:

Freitag, 30. Mrz 2012

For example: word- and figurative trademarks

Freitag, 30. Mrz 2012

Freitag, 30. Mrz 2012

Freitag, 30. Mrz 2012

And we know artist brands as well

Freitag, 30. Mrz 2012

But what is the main concept of a brand...

Freitag, 30. Mrz 2012

A brand is similar to a personality

Freitag, 30. Mrz 2012

Freitag, 30. Mrz 2012

But thats not enough: it has to be relevant.

Functional and emotional empathy of the audience

Freitag, 30. Mrz 2012

The core brand is where these fields overlap

Functional and emotional empathy of the audience

Freitag, 30. Mrz 2012

An example is better than a thousand words

Freitag, 30. Mrz 2012

The Gossip: Identity

Freitag, 30. Mrz 2012

The Gossip: Difference

Freitag, 30. Mrz 2012

The Gossip: Relevance

Freitag, 30. Mrz 2012

But why do artists need to act like a brand

Freitag, 30. Mrz 2012

1. Reason: The difficult market situation

Freitag, 30. Mrz 2012

This was the old business concept

Freitag, 30. Mrz 2012

This is the new way: multiple revenue streams

Records Downloads Streams

Freitag, 30. Mrz 2012

2. Reason: A dramatic shift in communication

Freitag, 30. Mrz 2012

The old digital experience has gone

Freitag, 30. Mrz 2012

Its a multiplatform + mobile experience now

Freitag, 30. Mrz 2012

Media itself has changed

Freitag, 30. Mrz 2012

It is social thing now

Freitag, 30. Mrz 2012

Digital communiction isn`t an

Freitag, 30. Mrz 2012

Its an individual, hyper-local experience

Freitag, 30. Mrz 2012

What does that mean for the music business

Freitag, 30. Mrz 2012

Its a fragmented multi content industry..

Social Media Apps

Freitag, 30. Mrz 2012

...with a multi channel distribution

Records, Downloads, Streams

Mailorder: Online shops B2B deals + content monetization

Print, TV, Radio