This guest post is written by Clarence Charron, a music industry writer, teacher, and late night show host who loves to talk about the business in bright and colourful ways. For more information about Clarence, see their bio below.

As an independent artist in today’s digital age, clear branding is essential. The rise of technology has made it possible for you to record music without a major label’s backing; however, it has also made it easier for everyone else to do the same thing. With more content out there trying to flag down fans’ attention, clearly knowing who you are, what you stand for, and how to express it to the world is essential. Today’s article focuses on the expressing part.

As with any part of branding, everything needs to line up consistently. Very few music fans will see a black, skull-n-crossbones poster on a dive bar bathroom door and think “that must be to promote the children’s church choir!” But visuals are only one element of branding.

Just as you can count on a country band wearing Western boots, you can probably count on them using the word “y’all.” A pop singer whose discography is full of self-empowerment anthems is likely to post motivational quotes on her Instagram. A floppy haired teen heartthrob would never drop the f-bomb in his interview with Tiger Beat Magazine. These artists keep their brand consistent across mediums: from the lyrics on their latest release, to their wardrobe, to their online content, to their choice of words when interacting with the public.

+Secret Weapon to Creating a Killer Electronic Press Kit

This is what your artist self should aim for as well, and I’m going to walk you through how to do it. Don’t forget to download your Build a Musician Persona Worksheet to enshrine your musician persona in an official guide to communicate across your team.

 

Step 1: Set Your Boundaries

In the age of social media, there is a fine line between building close fan connections by letting them see the “real you,” and putting too much information out there. No matter how much you value authenticity, there are some moments (such as down with the flu) you would rather not associate with the promotion of your brand.

Here are some questions to ask yourself when it comes to figuring out boundaries:

  • What is my strategy when dealing with rude online comments?
  • Am I comfortable putting photos/videos of my family members (my kids, my parents…) on professional social media? Are there any of them who would object to this?
  • Do I have any secret hobbies or guilty pleasures I wouldn’t want my fans finding out about?
  • If I do not write or perform political songs, what divisive political causes would I be willing to discuss online?
  • How comfortable am I with my body? Are there any parts of it that are off limits to the internet?
  • If I have struggled with a tough past, how open am I to broadcasting the details of that?
  • What are the differences between the content I post on my personal account(s), and what I post on my professional pages?

Some artists who build tall fences around their personal lives channel an alter-ego character when performing. Others who see little-to-no difference will never leave the house without looking paparazzi-ready. See if you can categorize random celebrities next time you’re stuck with a People Magazine while waiting for an appointment.

Step 2: Select Your Traits

These traits are the guiding lights of your persona. They are not moods (angry, happy, sad), as those are things that limit your versatility in songwriting and content. You are a multi-faceted diamond, not a one-trick pony.

Here are some examples of traits that might work for who you present yourself as an artist and public figure:

  • Confident
  • Boundary Pushing/Experimental
  • Funny
  • Down-To-Earth
  • Intelligent
  • Energetic
  • Proud Of My Roots
  • Humble
  • Trendy
  • Easy Going
Get the free worksheet here.

Step 3: Define Your Limits

The last step in building your persona is to draw a line in the sand as to where these traits will stop feeling natural to your artist self. As a serious human creating serious art, you don’t want to descend into a parody of yourself over time. That is where the limits come in.

As a serious human creating serious art, you don’t want to descend into a parody of yourself.  Click to Tweet Click to Tweet

My trick to define your limits is to take your trait, and then add a “…but not…” after it, like so:

  • Confident…but not…cocky.
  • Boundary Pushing/Experimental but not… edgy for the sake of it.
  • Funny…but not…goofy.
  • Down-To-Earth…but not…crude.
  • Humble …but not… unsure of myself.
  • Intelligent…but not…pretentious.
  • Trendy …but not… a slave to the fads.
  • Energetic …but not… hyper 24/7.
  • Proud Of My Roots …but not… a stereotype.
    Easy Going …but not…a pushover.

Knowing when it’s time to reel back in keeps you true to yourself. If you have a team, it’s important that everyone is on the same page when it comes to your brand. As the owner of the personality, it’s up to you to establish it.

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