Artists should work with creative people, instead of hiring marketing gurus
Creativity remains the cornerstone of successful promotional efforts.
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Let’s dive into today’s topic:
Artists should work with creative people, instead of hiring marketing gurus
Creativity remains the cornerstone of successful promotional efforts.
Why it matters
The music industry is obsessed with metrics. Consequently, emerging talent often feel pressured to increase their numbers to impress industry gatekeepers, leading them to seek marketing shortcuts for growth. Some are motivated by marketing gurus persuading them to invest in campaigns.
However, true fan engagement lies in developing a solid brand identity through creative content.
Therefore, instead of seeking the help of marketing experts, artists should focus on building their brand by enhancing their entertainment value and allocating their budget to developing creative content.
How it works
Earlier, I envisioned what should define the Perfect Artist Brand in 2024. It relies heavily on creating and distributing content organically.
The Perfect Artist Brand leverages quirky, vertical-format video content to build awareness. Not because their label or management dictates it but because they natively understand the Gen-Z social media game.
As mentioned, artists who don’t understand the current media landscape natively should avoid relying on marketing tactics such as advertising and allocate their time, effort, and budget in other ways.
I’d suggest they invest in becoming a better creator. A few suggestions:
Work with other creators. Artists should find creative peers with whom to collaborate on creating content. They shouldn’t limit their search to other musicians and think outside the box. Why not work with writers, visual artists, or fashion designers?
Brainstorm with creative strategists. Talking with others about their project might help artists refine their creative vision and structure their random ideas into an actionable strategy.
Work with creative directors. More established artists should recruit a creative director to their team. They should be consulted on every decision and safeguard the artist’s brand values.
Enhance creative thinking. Courses or exercises to stimulate creative thinking might help artists unlock a new creative mindset.
Learn something new. Acquiring new creative skills, such as video editing, might help artists streamline content creation and amplify their artistic output. In some countries, like The Netherlands, artists could be eligible for state funding to support this form of education.
Yes, but..
When artists have something to sell, such as concert tickets, marketing experts are valuable team members. Still, creativity remains the cornerstone of successful promotional efforts. Artists should only collaborate with marketers who prioritise creativity and understand what’s necessary to make people stop scrolling and take action.
Take action now
Artists could evaluate their team’s composition. Does it still help them perform in the current media landscape? If not, take action and recruit more creative talent.
Your thoughts
We’re eager to hear your experiences and insights on today’s topic. Join the conversation and engage with hundreds of artists, creators, and industry professionals in the comments.
Further reading
Building The Perfect Artist Brand in 2024 (The Fanbase Builder)
Finding the metrics that matter (The Fanbase Builder)
Why artists shouldn’t skip steps (The Fanbase Builder)