“Selling Out”: The Importance of an Artist’s Brand

So I was reading some stuff on the internet today, and I came across the topic of “selling out.” And by selling out, I don’t mean packing a theater with fans to the point that it becomes a fire hazard — because that’s awesome. I am talking about the attitude a fan expresses towards an artist/band that has done something to propel them into the “mainstream” or “pop” music realms.

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“Aw man, I used to like ________ until they totally sold out last month! Lame!”

Being in a band myself, this statement always got me thinking.

When you do something contradictory to your values in order to make some cash, you’re doing significant damage to your reputation as an artist. What is a “contradictory something,” do you ask?

Well, for example, if you are a vegetarian, but decided to have Tyson sponsor your upcoming national tour, you’re clearly sacrificing one of your core values for whatever benefit that sponsorship might give you (money, exposure, or both). Or, maybe you suddenly decide to license out one of your songs to the point where it’s popping up in films, television shows, and commercials all over the world, even though you were considered to be a “hidden gem” a couple months prior. In either of these situations, you can be sure that your fans will be pissed, and call bullshit on you.

Now, you’re probably thinking, how can these “fans,” many of which do not get the opportunity to meet you in person, possibly know what your values are? Well, most probably don’t. And that’s a dangerous thing.

Artists considered to be “sellouts” usually are living proof of fan ignorance due to poor branding. This quote from Pilot Marketing Strategy says it all:

“If your band doesn’t define its brand, your audience will define it for you…and probably get it wrong.”

As an artist or band, you need to make sure you convey your core beliefs to your fans. And by core beliefs, I mean who you are and what you stand for. They probably share many of the same values as you – why do you think they became fans in the first place? If you or your band doesn’t have answers to these questions, you should definitely sit down one day and figure them out.

Determine what your goals are as an artist, and what is most important to you right now. There are no right or wrong answers to these questions, just make sure they reflect your core beliefs. And stick to those beliefs. If you do, people will understand you, respect you, and will not have to make ignorant assumptions. Your message will be clear and concise, and people will be able to relate to you and understand where you’re coming from.

After your fans start to get you, corporations will want to jump on the bandwagon, too. Cross-marketing and partnering with corporations can open enormous doors for your music career. If you’re an artist, I highly recommend reading this slide show from SOUNDS LIKE BRANDING to learn how you can build a strategy to attract brands to your music. If you are with a business interested in partnering with music, check out this e-book instead.

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#1 – Click here
#2 – Click here