Harnessing brand activism for artists
How activism can positively affect artist brands.
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Let’s dive into today’s topic:
Harnessing brand activism for artists
Fans seem to expect artists more and more to speak out about current affairs.
Why it matters
Artists are individuals with their own beliefs and preferences. Some aspects of their personal identity spill over to the artists’ brand, while others remain private. Many artists have leveraged their platforms to reach thousands of people, sharing their thoughts through social media.
With everything that’s going on in the world, artists might feel inclined to employ their platforms for activism. It’s valuable for artists to understand how activism can positively affect their brands.
How it works
Nike, Patagonia, and Oatly are just three of many examples of brands that address societal issues. Some argue that brand activism is a marketing trend, and if that’s the case, artist brands are exemplars of how to deploy this tactic or navigate their struggles to speak out.
Research shows that the effects of brand activism on outcomes such as purchase intent or brand attitude closely align with the consumer's opinion on the brand’s stance - or, in this context, the fan’s opinion on the artists’ stance. Nevertheless, the positive impacts on those in agreement are less robust than the negative effects on those in disagreement. Three indicators are:
Brand identification: Fans use artists' brands to express support for specific causes.
Emotional responses: Fans take pride when artists make tangible contributions to causes.
Consumer empowerment: Artists empower fans to actively engage with these causes.
Yes, but..
Fans seem to expect artists to speak out more and more about current matters. However, artists should not feel obliged to comment on everything, particularly when the activism doesn’t align with their brand.
Take action now
Artists can harness the power of activism to bolster their brand, provided they:
Stay authentic: Speak out only about societal issues that fit the artist's brand and practice.
Mind their tone: Make an actual contribution to the cause without appearing preachy.
Prioritise the issue: Set and convey the norm, maintaining consistency while enabling fans to participate.
Further reading
How fanbases can make a social impact (The Fanbase Builder)
Practice what you preach: Why authentic brand activism is the way to go (SWOCC)
Verlegh, P.W.J. (2003). Perspectives: a research-based guide for brand activism. International Journal of Advertising (full-text)