Social media is a powerful tool in today’s day and age. A solid online presence for an artist, group or band can be a pivotal factor in that groups’ relevance in the industry. This writing is the first instalment of my interpretation of what online presence can do to either build an empire out of nothing or burn the village to the ground. I will focus on 3 key points to be considered when addressing your brand identity. Keep in mind, I am a firm believer that there is no “science” to online presence or social media strategy, rather I have learned to treat it more as an art form. That being said, I would argue that there are no experts in the field, but there are enthusiasts. I am one of those enthusiasts and today I will try to portray what strategies have been effective in building up my own brand in the health/fitness industry, translating it effectively to my peripheral career in music and how
This is the most important step in the process. It is incredibly difficult appease everyone. Each artist has a different niche, target market or specific type of fan that they will resonate with the best. Your job as an artist is to identify that and cater your message towards that segment of the population.
Now that you have your audience in check, you need to curate content (images, artwork, sounds, words, stories, material etc…) that resonate with them. Let me stress that your content should not focus on what you want, but rather what people want from you. Oftentimes that will be the same thing, but sometimes it is very different.
Ie. I am an artist and I don’t want to share my music or my lyrics with anyone.
Well, fair enough, but if you’re an artist looking to make fans and your fans want to read your lyrics are you going to withhold that from them? You’ll be a poor artist if that’s the case. Content is for the audience, not you. I’m not saying sacrifice your values, I’m saying look at it from a business standpoint.
Okay. So you’ve targeted the right people. You’re giving them what they want. Now… final question: When do I do this? Well, it sounds like I’m avoiding the answer, but it really depends on you and your brand. This is another part of strategy that you’ll need to play with. What I have learned is that it’s less about frequency and more about consistency. The idea of online presence is to give your target audience a consistent message. You can’t be consistent if you are using a few tweets each month on random days, a post to Instagram whenever you feel like it – sometimes 3x/day other times nothing… or if you write blog post or a Facebook status update when the mood strikes…I read in a really great book “The War of Art” (and I’m paraphrasing…) that a professional only creates when inspired… inspiration just happened to hit him each and everyday when the alarm went off at 5:30am.
My best advice is schedule everything. Get on a rotation of what you find effective, emulate some other people/bands/brands or organizations that you want to be like and go from there. There’s really no right or wrong way to do it as your audience gets conditioned into receiving your message in a consistent manner.
Stay tuned for next weeks Music Business Hacks! And remember, you don’t have to be a rock star to start, but you have to start in order to become a rock star. Stay sweet, kids.