When Public Brands Change In The Music Business
Friday December 7, 2018. 12:53 PM , from Music Think Tank
A musical artist’s brand defines who they are and what they do for their audiences Brands reflect their identity, including their core values and beliefs that they stand for and have cultivated throughout their experiences. It distinguishes them and gives them an edge over other artists in the industry, making them gain instant recognition from the audience especially when their brand is continuously seen in public. The brand reflects the image they want to portray, this can be represented by:
The artist’s stage name
Genre of music
Colors they use
Social media posts
Other artists they work with
Who they associate themselves with.
Why Branding is Important
The brand’s image sets the mood, creates a connection with the audience, and illustrates the experience an artist promises their customers to expect. This is in spite of that the image can be perceived differently by each individual depending on how they interact and experience the brand, although a collective perception can be shared; hence, it is important that artists take care of their brand by continuously creating a consistent and clear perception of who they are.
They must deliver the expectations their image portrays to the audience. This creates a strong bond and resonance with the audience, making them more loyal and attracting even more fans.
How to Make it to the Top of the Music Industry
In this highly competitive industry, musical artists must be up to date with the consumer trends, behaviors and attitude, and of course the craft itself, in order for them to remain in the market. Artists need to create a long-term bond with their audience if they plan on keeping their fans and making it grow. For a long-term relationship to last, trust is considered as one of the key variables, if their listener has this, they will be confident that the music released would be up to their standard and would perform its stated purpose. If an audience is satisfied with the quality of service the artist presents, then it tends to derive loyalty. Brand effect or the power to extract a positive response after it is used help develop and deepen listeners’ loyalty of the artists.
Musicians would sometimes want to widen their artistry, evolve, change, and experiment on new styles, because let’s face it, singing the same old tune and style can get a bit monotonous and boring for them as well as their listeners. Sometimes, with every new album, artists would create a new image. Launching a new image, however, can be a very risky affair.
What Happens If the Artist Use the Wrong Brand
An artist might either lose or gain fans. If fans do not resonate with the new brand anymore they might stop supporting the artist, however, this new brand may also attract new listeners, it is always a gamble. This is where the listeners’ brand loyalty is important. If the listeners are loyal to the brand then the chances of adopting the new image would be high and the failure of the album launch would be low. An artist with a well-developed and successful brand image, affect, and trust helps them reach more audience and helps them increase their sales.
The Responsibilities of Singers and Song Writers
With such a big platform, the music industry also has a big responsibility to lead their audience in the right path. Since a lot of people from different age groups, gender, and culture listen to music, an artist must be responsible for the image that they portray.
Artists also need to avoid anything that could destroy their image as it can affect them and their sales. Being under public scrutiny, one wrong move might affect their career. Artists must be conscious of how their brand is perceived. If an artist portrays themselves as an outspoken advocate for the suffering of black people, however, they suddenly support politicians who make racist remarks, their fans might lose their trust in their image.
Take for example Kanye West, whose first two albums The College Drop Out and Late Registration contained songs that openly referenced about the oppression and racism of black people, who pledged support to Donald Trump, who is known for his racist comments about Muslims, immigrants, and others. His own identity has shifted greatly that he does not see or care how dangerous his new stand is to his own fans; the people suffering from racism, sexism, and poverty under Trump’s administration, who have helped him rise to the charts.
The Ugly Cost of the Music Industry
Artists can also destroy their own careers with their own lifestyle. With the power, fame, and money the limelight provides, they can get access to tobacco, alcohol and all kinds of chemical substances. Throughout the years, we have heard of a lot of artists succumbing to drug use, or other anti-social acts, be it for the thrill or an escape to their own problems. This sets a bad example to their audience as drugs or other substances should never be used as an escape route to what we are dealing with. One of the most recent victim of drug abuse is Demi Lovato. After overdosing on drugs on July 24, fans and non-fans alike have been sending Demi messages of support and love.
Demi Lovato’s Drug Overdose
On Aug. 5, Demi broke her silence by posting an open letter on her Instagram account where she claimed that she never hid from the public her struggles with addiction. She also realizes that the illness is just not going to go away with time. It is a struggle that she will continue to fight and right now, at this point in her life, she is not there yet. But she was thankful that God has given her a second lease at life.
And to her fans, she also thanked them for all their love and support throughout her career, particularly during her darkest moments. Their positive thoughts, support, and prayers have allowed her to try to overcome her struggles. For now, she wants a time to herself in order to focus on getting better on her road to recovery. As a result, the former Disney star cancelled her tour, “Tell Me You Love Me,” particularly in South America. She is now attending a luxury rehab center outside of California.
Demi has had a history of fighting her own battles against drug abuse, eating disorder and self-harm. Mental illness and drug abuse have always been a serious problem in the youth. In 2015, drug and alcohol use among Americans aged 12 and older were recorded to have reached 10.1 percent of the population. Meanwhile, in 2014, the Substance Abuse and Mental Health Services Administration reported that close to 8 million American adults experience both substance abuse disorders and mental health disorder.
Drugs like cocaine, heroin, amphetamines, barbiturates, and tranquilizers expose users to a number of risks including:
• Delinquency and crime
• Engaging in risky sexual behavior
• Increased risk for depression
• Problems at school
• Poor academic performance
Mental health and drug abuse can severely affect a person’s life if left untreated. A strong community support, proper intervention, and the best drug rehabilitation centers can support a person in facing the challenges of addiction and mental health disorder. Just like how Demi’s fans have shown their love and support to her, she has gained a new found determination to overcome her current condition.
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