This week we return to the importance of developing your image along with your music. Understanding this important aspect of the business side of your career can elevate your game considerably. It helps define who you are as an artist, connect with the correct audience, and establish a brand.
In marketing a brand is developed based on two core components – points of parity and points of difference. The concept of points of difference is easy to grasp. It is the item we all think about when someone brings up the idea of marketing. Simply put, it is what makes your product different. Points of parity is more psychological, and much more important if you plan to earn a fan base. This component deals with how you align your product with other products in the market so the consumer will feel confident buying from you. It is the reason why most computers come with a manufacturers warranty, why most dealerships offer test drives and financing, and why most cabs are yellow. In the world of music business, establishing points of parity helps the artist appeal to the proper demographic of fans that will be more willing to buy into a particular style of music.
Contrary to what most music business professionals, dudes at Guitar Center, and panelists on indie-music discussion boards will tell you, not everyone wants to listen to your music. In fact, for the most part, fans are seeking more than just music and they don’t even know it. They are pursuing a sense of belonging with like-minded people. This is actually due to a fundamental psychological trait that is best defined by Maslow’s Hierarchy of Needs. In it, people generally follow a step process to ascertain their needs starting with physiological necessities such as food, water, and sleep, followed by safety; then love and belonging; esteem, and self-actualization. As a musician you cannot provide these people with the higher subset of needs, but you can provide them with a sense of belonging.
To achieve this task you must dictate to your potential fans that your music fits in with the other music they enjoy. People tend to listen more with their eyes than their ears, so, for example, if they are a die-hard country fan and walk into a bar and see that the lead singer of the band is wearing a cowboy hat, or cowboy boots there is a larger probability that they will stay to check out the group. By associating your image with your music you increase the probability of gaining more fans.
Please understand that I am not saying that you need to dress up like you are on the Grande Ole Opry if you are a country act or Run-D.M.C. if Hip-Hop is you thing. What I am saying is that you will stand a better chance if you adjust your overall brand to dictate to potential fans what kind of entertainer you are. It is all about probability and if stardom is your goal you need chance to work in your favor.
A second important aspect of brand image and points of parity is that it helps align you with higher-level entertainers. This is important if you seek to become a star, because the sooner the World starts seeing you as a star the more opportunities will come your way. In economics we always speak of scarcity. In this situation your fans have a limited (scarce) supply of cash. If you want them to buy tickets, pay for gas, parking, a babysitter for the night to come to your show you need to convince them you are a better investment for their limited funds than an evening at the movies, bowling, or catching another act. Anything you can do to sway their decision would be a wise move, and that includes your addressing your image.
Far to often I hear musicians tell me that they are “all about the music” and image shouldn’t matter. As a musician I agree wholeheartedly, but as a music business marketer I disagree and as a booking agent I can tell you with 95% confidence it isn’t all about the music, so why stack the odds against yourself.
Next time I will give you some stage hints that can help elevate your perceived image when doing your thing under the lights.