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The Artist As A Brand 2012

(c) Dipl. Kommunikationswirt - Dietrich Pger

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Freitag, 30. Mrz 2012

About me

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There are many different type of brands:

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For example: word- and figurative trademarks

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3D trademarks

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Sound trademarks

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And we know artist brands as well

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

...?

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A brand is similar to a personality


Describes the personality of an artist

Identity

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It has to be unique
Describes the personality of an artist Distinctness in comparison to other bands

Identity

Dierence

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But thats not enough: it has to be relevant.


Describes the personality of an artist Distinctness in comparison to other bands

Identity

Dierence

Relevance
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Functional and emotional empathy of the audience

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The core brand is where these fields overlap


Describes the personality of an artist Distinctness in comparison to other bands

Identity

Core Brand

Dierence

Relevance
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Functional and emotional empathy of the audience

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An example is better than a thousand words

The Gossip
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The Gossip: Identity

Power

Handmade

Bottom Up

Fashion

Homosexual

Party

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The Gossip: Difference

Natural

Handmade

Alternative

vs

Sweet

Made

Pop

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The Gossip: Relevance

Fan as a friend

Authentic

Identication

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But why do artists need to act like a brand

...?

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1. Reason: The difficult market situation

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This was the old business concept

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This is the new way: multiple revenue streams

Live Entertainment

Licensing

Records Downloads Streams

Brand Partnerships

Merchandise

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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.

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The old digital experience has gone

Desktop
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Its a multiplatform + mobile experience now

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Media itself has changed

one company

to

many customers
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It is social thing now

companies

companies

companies

companies

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Digital communiction isn`t an


... anonymous, decentral activity anymore

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Its an individual, hyper-local experience

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What does that mean for the music business

...?

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Its a fragmented multi content industry..

Merch

Records

Live Performance

Downloads

Social Media Apps

Streams

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...with a multi channel distribution

Records, Downloads, Streams

Mailorder: Online shops B2B deals + content monetization

Print, TV, Radio

Publishing/Licensing

Events/Ticketing

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In a mobile, digital world

Multi platform

Individual

Social

Hyper Local

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What does that mean for a brand

...?

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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

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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

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Effect: public, economic and cultural relevance

Fashion

Film

Retailer

Press

Fans

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And how do I build a brand in a digital world?

With digital self marketing!

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