The Music Industry’s Marketing and Branding
The marketing obstacles in the music industry are evident whether you are selling instruments, printed music, recorded music, or accessories. You need to use mostly words and graphics to sell something primarily centered on sound. That is a challenging proposition.
While some aspects of music, like the instruments themselves, might be good candidates for visual marketing, others obviously aren’t. Since you want to succeed, selecting the appropriate logo and marketing strategies is crucial.
Logo Issues with the Music Business
Let’s start with logo design because, in many circumstances, a potential buyer will notice your company’s or band’s logo for the very first time.
The creation of a logo should never be neglected. Online and offline, your logo serves as a representation of who you are. The emblem may wind up on everything from business cards to tour buses if you are marketing an artist or band. It must be accurate.
Putting music into pictures
How is music adapted for visuals? It’s a challenging proposition. Consider the musical genre you are marketing as a starting point. A punk radio station’s logo is unlikely to be similar to that of a radio station that plays classical music.
Instruments or musical symbols are frequently used in the logos of businesses that offer musical instruments or equipment. Icons and pictures that can be utilized in logos are abundant in the music industry.
Finding a means to make a well-known image or icon distinctive is crucial while doing so. A guitar may be used in your design; however, it cannot be identical to other logos for other businesses. You must figure out a method to personalize it—together with your designer.
Color schemes that go beyond black and white
Color selection for your music industry logo is a challenging task. Generally speaking, only black and white are used in both musical notation and piano keys; hence, music enterprises frequently stick to these hues for their logos.
Although black and white might be visually appealing and powerful, why let yourself be painted into a corner? If additional colors feel appropriate and symbolic of what you do, you can surely use them.
For instance, due to its association with tranquility and peace, blue is frequently used in the logos of radio stations and classical musicians. Rock and roll musicians frequently wear red because it connotes passion, fire, and enthusiasm.
Don’t be scared to experiment with color combinations. Even a common hue like blue can be distinctive if you use a distinctive tint of it or use it in an unexpected way.
Analyzing a logo
Let’s now have a look at a logo that we created to demonstrate how music iconography and color may work together to create a powerful brand.
It’s not surprising that the background of this logo, which is a stylized representation of piano keys, is an organization that sells pianos. The choice to spell out “piano” on the keys and the substitution of blue for black in the logo’s contrast against white give the image its distinctive look.
The “S” in this logo was also created by our designer using a treble clef, emphasizing the brand’s musical quality. The entire effect is classical with a modern twist, which is ideal for an instrument that can be used in both a rock setting and a symphonic stage.
Making Your Brand Unique
Once your music label has the ideal logo, it’s time to develop strategies for differentiating your brand. You have rivals, whether you are promoting musicians, selling sheet music, or touring the globe. Your task is to stand out.
Personas of the Client and Listener
Differentiating your audience is one of the strongest marketing strategies for establishing your brand. What do they want from you, and who are they?
You may better target and communicate with your key audience by developing a customer persona (or, in the case of a band or radio station, a listener persona).
For instance, a performer like Ariana Grande creates a listener persona of a young adolescent girl. People who fit that persona should be the target audience for her marketing and social media. Marketing to, say, a middle-aged male is not something she needs to be concerned about as much.
Does this imply that there aren’t any middle-aged males who enjoy Grande’s music? Not. However, it does imply that you should concentrate your marketing efforts on the groups of people who are most likely to make purchases from you. Also, remember that, if necessary, you can create additional personals.
Giving Voice to Your Music
The next stage is to create a brand voice that speaks directly to the persona you have built. The likelihood is high that you would adopt a different tone when speaking to a 13-year-old kid than you would a 65-year-old woman, even if you don’t speak a foreign language.
A music retailer of starter instruments would most likely speak in a way that appealed to the parents of those customers. An opera company, on the other hand, would address adult classical music enthusiasts in a more formal tone.
The secret is to think about your audience and use language and a tone that will appeal to them.
Tips for social media marketing
Using social media is probably going to be a key component of your marketing mix, regardless of what area of the music industry your business is in. Let’s discuss how to utilize it successfully.
Video Live
Live video’s recent surge in popularity presents a special potential for music labels. Why not take advantage of the potential to combine audio and visual content when you are offering an aural product?
The ideal way to interact with clients and music enthusiasts is through live video. The following ideas for using live video are provided:
1. Showcase an instrument or even instruct on a fundamental chord or move.
2. Engage fans by responding to their live questions.
3. Perform a surprise performance for social media only.
4. Show customers what goes on behind the scenes of your business.
These are but a few examples, but there are countless other applications for live video. Use your imagination, and don’t forget to advertise your program before it airs!
Making Music Sales on Social Media
Early social media platforms served only as a means for friends to stay in touch. Then businesses realized they could utilize social media to increase brand authority and loyalty.
Social media has changed nowadays. You may use it as a direct selling tool in addition to using it as a terrific method to meet new people and interact with your followers.
For instance, while it was initially just an online bulletin board, Pinterest now drives more social media-related transactions than any other website. Brands provide articles with links that take readers right to their online shops, where they can buy products.
Facebook is the same way. In the last year, “Buy Now” buttons have been added, enabling you to create a store directly on your Facebook profile. The procedure used to enable fans to download music directly from your page is quite simple for bands and performers.
Of course, you may also direct followers to your website or to iTunes to purchase your music by using Facebook, Twitter, and Instagram. Facebook advertisements are a cost-efficient and successful way to market music because they can be run for as little as one dollar per day.
photos, and other images
Let’s wrap up by discussing how to use social media to promote images of your band or your goods. Many musicians post unposed photos of themselves and their bandmates on social media.
Instagram has the potential to be a really effective tool for musicians. Fans typically enjoy seeing unguarded images of their favorite performers. To keep followers interested, you can publish a mixture of casual photos taken with your phone and professional images.
Also, keep in mind that you can sell pictures on Instagram. It’s a fantastic method to promote your music and earn some money at the same time.
Facebook and Instagram both allow users to post numerous photographs at once. You may make a photo album on Facebook that tells a story. Additionally, you can combine photos on Instagram before sharing them with your followers by using the story feature.
Conclusion
Despite certain unique hurdles, social media and other internet marketing platforms make it possible to connect with and engage fans on a level that seems both universal and personal. Marketing in the music industry presents some unique challenges.
