Five branding strategies to achieve authenticity
The concept of authenticity remains vague.
If you are not a subscriber of The Fanbase Builder, join the hundreds of artists, creators, and music industry executives who receive it for free.
Let’s dive into today’s topic:
Five branding strategies to achieve authenticity
How to position artists as ‘authentic’ in the age of social media.
Why it matters
Authenticity is a frequently discussed concept in music and art in general. The term was first introduced by philosopher Walter Benjamin in 1935 to differentiate between original works and reproductions.
It is applied to music to distinguish between mainstream and underground music. Professor of popular music David Sanjek (1992) describes authenticity as “the degree to which a musician is able to articulate the thoughts and desires of an audience and not pander to the ‘mainstream’ by diluting their sound or their message.”
For artists, achieving authenticity can feel like the holy grail of crafting their art.
How it works
It remains unclear how artists can achieve authenticity, particularly in today's age of social media.
Here are five branding strategies for artists to employ to position themselves as ‘authentic’:
Releasing concepts. Instead of frequent posting, focus on creating releases with solid narratives. An example is Charli XCX’s BRAT, which stands out because of its distinct concept.
Documenting and sharing the creation process on social media while creating concepts. Similar to the first strategy but with a twist, this approach positions the artist more as a creator, evoking curiosity and engaging the audience by sharing the journey behind the art.
The likeability factor. This involves being likeable and approachable while documenting and building narratives around the creative process, creating fan goodwill. It’s the opposite of creating a high-brow artistic artist brand. Fred Again’s Actual Life albums are a prime example of this strategy.
Building, joining, and nurturing communities. Having a supportive community offers countless opportunities for authenticity. The artist’s purpose is to contribute to their community, reinforcing their authenticity.
Embracing lore. As described in a highly recommended article in Adweek, lore involves creating a sense of exclusivity where only those in the know fully understand the artist’s work. IYKYK. Lore, by its nature, is deeply rooted in authenticity.
Yes, but..
If the term ‘authenticity’ is traditionally used to distinguish between mainstream and underground music, authenticity becomes irrelevant now the borders between mainstream and underground are fading. So why bother anyway, modern artists could say?
Take action now
Artists could stop listening to strategists, marketers, and gurus and instead trust their instincts. That’s the most authentic approach.
Your thoughts
Further reading
Lore Is the New ‘Core’ (Adweek)
Art Term: Authenticity (Tate)
The illusion of authenticity and music criticism (How NOT to write about music)
Benjamin, W. (1935). Das Kunstwerk im Zeitalter seiner technischen Reproduzierbarkeit.
Sanjek, D. (1992). Pleasure and principles: Issues of authenticity in the analysis of rock ‘n’ roll. Journal of Popular Music Studies, 4(2), 12–21
Improve storytelling by evoking suspense, curiosity, or surprise (The Fanbase Builder)
Why artists should stop mentioning their genre (The Fanbase Builder)