How indie artists can develop a strong brand to stand out from the crowd
I’m frequently asked how indie bands can gain fans and stand out from the crowds. I’ve been there. I’m an independent artist (and founder of a music distribution platform), so I understand the difficulties with building an audience.
A consistent challenge for indie artists is how to create a strong brand, when many of them simply want to concentrate on their music. But for a band to gain broader success, they need to be recognized for more than just talent. Whether they have a single song or a full album, establishing a brand voice helps to accentuate the band’s sound and can deepen their connection with their fans.
Another challenge for independent artists is sheer numbers. Independent artists are 30 percent of the global market of musical acts, so there’s a lot of competition and similarities between various groups. Despite the challenges, there are some approaches indie artists can take to create a long-term brand that connects with fans.
A multi-tiered approach
A first step is to consider what your brand is now, and what you want it to be in the future. Give this serious thought, and pull in the opinions of other artists and fans in case you’re misjudging how the market sees you. Once you have a plan in place, know that you have to be flexible. Brands can change quickly because you decide to explore new sounds, your drummer quits, or you’ve finally hooked onto a big tour and need some new songs and perspectives.
Creating the brand you want takes multiple paths. You have to develop a certain style, appearance, how to interact with fans, and create a defined personality. I understand that “personality” is nebulous and can be difficult to define. The key is it can’t be forced and has to feel genuine, otherwise you the artist will not connect with fans on a more personal level. Fundamentally, bands need a “show don’t tell” approach. Meaning they can’t come up on stage and simply say “our songs are soulful and energetic," but they have to show those emotions through the performance.
Consider the competition
There are tens of thousands of artists out hustling to build an audience. No matter how eclectic/artful/amazing you sound, there’s going to be some similarities between you and other acts. You certainly want to create your own sound, but want to keep a pulse on the competition. It’s best to study other bands to find out what “not to do.” Does a band have a nice smooth sound, but they have no presence, or they’re jerks on Twitter? Pick up the elements of a band that doom it to failure, and then try your best to go a different path.
You also have to compare your music to others. If you took your album and mixed in a couple of songs from another band, could you tell them apart? If not, then you need another way to differentiate yourself musically.
Social connections
It is 2017, so any discussion about “building a brand” has to include social media connections. Again, you have to “show” your fans your brand, not just “tell” them about it. The brand will only grow if your performance is Snapchat or Facebook Live-worthy. You also want to produce social media content that furthers your brand presence. Post on Twitter about how you get songwriting inspiration, Instagram photos of your latest gigs, and write some passionate blogs. Always focus on authentic and interesting content and consider the fans’ needs and wants.
What matters is how the fans respond to and share your music, that’s what will give you a powerful brand identity. Taking a certain social stance (or stances) can also provide a band an opportunity to connect with like-minded fans while establishing themselves as artists that care about more than fame. And social stances are easily shared/liked/followed.
A brand identity fundamentally reflects who you are as an artist. The best indie brands are those that are confident in their abilities, truly appreciate their fans, and are uncompromising when it comes to the quality of their music.
Mike Wright is the founder and chief executive of SongCast