What are the basics of music marketing?
Marketing lies in such a broad spectrum but over the years what I’ve learned is that (for music marketing specifically) it’s about telling the artists’ story to the right people at the right timein a unique, strategic and creative way. It’s very important to find the authenticity and unique storytelling perspective about the artists music and persona. That authenticity has to be portrayed In every project, interview, creative and lifestyle; consistency is key. Overall, marketing is the strategy behind a project in which 50% consists of creativity and instincts but the 50%has to be focused on hard data and measurable goals. There could be hundreds of different approaches to communicate one message and that’s the beauty of marketing. It’s about finding unique approaches to communicate something and analyzing what resonates with the audience in order to achieve your goal – and that’s why its super important to set those goals from the beginning.
We know marketing has many areas to work with, how could you explain the difference between a person who does marketing for a technology company, like us, and marketing for famous artists like the ones you manage?
I think the basics of marketing can be generalized for any field you apply it to. Generally it’s the process of creating an effective communication that creates measurable value for the client and that client can be an artist, company, brand amongst others. Marketing for people (in this case an artist) requires research, brand definition, influencer, relationship, viral marketing amongst others. Marketing for a tech company also requires several of these types of marketing but may also require keyword marketing for example. All in all a marketing campaign has to be tailored specifically for the client, there isn’t a specific route to be followed there can be many roads leading to the same destination.
What recommendations can you give to small entrepreneurs who want to develop their brand?
Have a purpose and clear vision behind the brand. Being authentic and unique is key in order to differentiate yourself from the competition. Researchingand seeing what other similar companies/brands/artists are doing is very important as well. Determining an knowing your audience. Setting short and long term goals. Setting your competitive advantage. And most importantly, building a passionate team who are in sync with your brand’s mission/values and who will bring diverse skills and knowledge to the table. At the end of the day the operation will require you to bring in people from many different areas of expertise so leadership and good communications skills are crucial for the day to day operations to function smoothly.
