The Artist As A Brand 2012

27.11.2010 Referent:DietrichPflüger

The Artist As A Brand 2012(c) Dipl. Kommunikationswirt - Dietrich Pflüger

Freitag, 30. März 2012


About me


http://www.endeneu.net/

http://www.endeneu.net/

27.11.2010 Referent:DietrichPflüger 3

There are many different type of brands:



For example: word- and figurative trademarks



3D trademarks



Sound trademarks



And we know artist brands as well



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

...?



Describes the personality of an artist

A brand is similar to a personality

Identity

9



Distinctness in comparison to

other bands

It has to be unique…


Identity Difference

10


Relevance


Functional and emotional

empathy of the audience

But that’s not enough: it has to be relevant.


other bands


Identity Difference

11


Relevance


Functional and emotional

empathy of the audience

The core brand is where these fields overlap


other bands


Identity Difference CoreBrand

12



An example is better than a thousand words

The Gossip13



The Gossip: Identity

Power Handmade Bottom Up Fashion Homo-sexual

Party

14



The Gossip: Difference

vs

15

Natural Handmade Alternative Sweet Made Pop



The Gossip: Relevance

16

Fan as a friend

Authentic Identification



But why do artists need to act like a brand

...?

17



1. Reason: The difficult market situation

18



This was the old business concept

19



This is the new way: multiple revenue streams

20

Live Entertain-

mentLicensing

Records Downloads

Streams

Brand Partnerships Merchandise



2. Reason: A dramatic shift in communicationDigital communication is similar to our real habits now.It is a social experience with the same complexity.

21



The old digital experience has gone

Desktop

22



It´s a multiplatform + mobile experience now

23



Media itself has changed

one company

to

many customers

24



It is social thing now

companiescompanies

companies

companies

25



Digital communiction isn`t an

... anonymous, decentral activity anymore

26



It‘s an individual, hyper-local experience

27



What does that mean for the music business

28

...?



It‘s a fragmented multi content industry..

29

Records

Downloads

Streams

Apps

Social Media

Live Performance

Merch



...with a multi channel distribution

Print, TV, Radio

Publishing/Licensing

Mailorder: Online shops

B2B deals + content monetization

Events/Ticketing

Records, Downloads,Streams

30



In a mobile, digital world

Social

Individual

Hyper Local

Multi platform

31



What does that mean for a brand

32

...?



First of all: Less visibility! No one sees you.

Bands Bands Bands Bands Bands Bands Bands Bands





33



To get noticed, you need to be unique & visible

Unique Artist Brand

34



Bands Bands Bands Bands Bands Bands

Bands Bands Bands Bands Bands Bands




Effect: public, economic and cultural relevance

35

Fashion Film Retailer Press Fans



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

With digital self marketing!


http://phlow.de/seminare/selbstvermarktung.php








































The Artist As A Brand 2012

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