Image is everything when it comes to being in a band.

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.