Growth starts with brand, not marketing
Creating something cool is the answer to every marketing problem.
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Let’s dive into today’s topic:
Growth starts with brand, not marketing
Why artists need to get creative in fields beyond music.
Why it matters
This summer, I had the pleasure of travelling through Changi Airport in Singapore. One of its public terminals is called The Jewel, home to the world’s largest indoor waterfall, the Rain Vortex.
It was designed to boost Singapore as a stopover destination, and it worked. Passenger numbers went up. Retail, food and beverages revenue grew. The Jewel even made me arrive at the airport an hour earlier so I could explore. And yes, I ended up spending money before even going through security.
This got me thinking. Instead of spending millions on ads, the airport built something remarkable. The Jewel tells its own story. People film it, post it, and write about it.
Emerging artists can learn from this. To grow, they don’t need more marketing campaigns. They need to get creative in fields beyond music and let that creativity become the marketing.
How it works
This is a strategy about mindset. Instead of asking “How do I get people to listen to my music?”, start asking “What can I create that’s so cool people want to talk about it?”
Emerging artists can learn from this perfect growth strategy: to grow, they don’t need marketing. They need to get creative beyond music, exploring visuals, experiences, events, and content formats, so that music becomes the soundtrack to something bigger.
It feels unnatural to place music second. But when creativity becomes the marketing instrument, it suddenly makes sense.
The Jewel was an investment, not a campaign. Artists can do the same by building lasting worlds, rituals, and experiences.
Create a compelling story that captivates fans and keeps them engaged. The streams will follow, but it is not a primary metric.
Yes, but..
Not every artist has the budget of an airport. But smaller-scale projects can make an impact as long as they match intent. The Jewel works because it’s thoughtful, creative, and unexpected. The key is to create something that feels like an experience worth sharing.
Take action now
Follow the Crazy Eight brainstorm method to come up with ideas to create a Jewel moment and let the story carry the marketing.
Your thoughts
Further reading
Jewel Changi Airport reports record high footfall and sales amid steady growth in air travel (Changi Airport Group)
Jewel Changi Airport (Safdie Architects)
Artists should work with creative people, instead of hiring marketing gurus (The Fanbase Builder)
Artists can create momentum by making things happen (The Fanbase Builder)
Generate eight new content ideas in eight minutes (The Fanbase Builder)
How artists can regain control over their marketing efforts (The Fanbase Builder)
Why artists should focus on what they can control (The Fanbase Builder)