I’ve played in bands on and off for over 30 years. In
addition to being a musician, I’m also passionate about marketing. Over the
past couple of years, I’ve been studying the music scene so I can offer a
service that will help local, independent musicians improve their online
marketing strategy by boosting brand awareness, leveraging social media and
building a strong online presence as well as show them how to get noticed when
performing live. It just sort of made sense. I thorally enjoy performing live
on stage with my band and we are all about image and marketing, so why not
integrate all this to help the bands.
I learned a lot from working with different metal bands over
the years, and I’ve been able to take a great deal from seeing bands perform
live. And with the amount of bands in each state it is beyond imperative that
you as a band get noticed. What I didn’t realize at the time though, was that
the most valuable insight I gained wasn’t from marketing. Instead, it was
something I learned from playing in bands that would end up changing my outlook
as a marketing professional. I learned that image is, and quite possibly always
will be, more important than music. And the same holds true for just about
anything else. Image is everything.
They call it “show business” for a reason. The music
industry (and I use that term very loosely) isn’t concerned with art or
expression. It’s not about identity or originality. And it’s definitely not
about talent. It’s about money. I’m not saying that you won’t ever be
appreciated as an artist. I’m also not saying that being an artistic genius
precludes you from mainstream success. I’m saying that the music industry as a
whole doesn’t care who you are unless they can profit from what you have to
offer – regardless of how amazing or awful you actually are. It’s not evil,
it’s just business. As with any other business, even the greatest products
can’t sell themselves; the image or brand perception is what makes people want
to buy.
Interestingly enough, in most cases when people argue that
image is more important than the music itself, they’re usually referring to the
“mainstream” industry. But how is the “indie” or “underground” industry any
different? Remember, the goal of the “industry” itself, big or small, is to
sell. Be it selling CD’s and t-shirts or selling out stadiums. The scale may
vary, but it’s essentially the same concept. The indie scene resourcefully
masquerades as a combined crusade that caters to artistic integrity over image,
when in reality; image is essentially the lifeblood of the underground music
industry.
I get that it’s not always about fame and fortune, and that
plenty of artists simply have zero interest in commercializing their music
whatsoever. But I think it’s safe to say that the vast majority of indie
artists at least want to gain exposure, even if it’s not for profits. Exposure
isn’t free, though. You have to earn it. I’m not saying you can’t earn it with
your music alone, but if you have the whole package, your chances improve
significantly. Image doesn’t mean changing who you are or what you stand for.
You don’t need to make a statement or box yourself into some subculture. Image
is about consistency and an unwavering commitment to a specific tone, look and
feel. It’s about creating something that people can stand behind because they
feel as if it’s more than just a product; it’s a brand they can trust.
