Author: Katy Goshtasbi

Most artists are in the “business” because they love to make music. This makes complete sense to me. However, most of these same artists are often frustrated and upset when they discover that making music isn’t always enough to build a raving fan base and become better known and heard as a musician. Let’s discuss why branding in the music industry isn’t just making music.

Let’s face it. You’re a serious musician and you’ve got lots to share with us through your amazing music and artistry. What a brand, right?

Actually, what brand?

I only wish your music alone was enough to brand you and get you the results you seek- fame, fortune, raving fans. Why not?

I often cite the following statistic: Up to 78% of anything you and I buy, as consumers, isn’t about the content of what we are buying, it’s about how we feel about the content. This includes your music and artistry. We buy you from an emotional place, not just based on your music content.

Why?

No purchase is initially based on logic alone. We just justify our purchase through logic- after the fact. So, while we may love your music, it has to move us in a way that triggers our impulse to buy.

How do you trigger this impulse?

Your brand is way more than just your music. Your brand has to consist of everything from your name, your wardrobe, your messaging during your sets, your nonverbal communication from the stage, your album art, your community service platform, your story of why you are an artist and so on.

So stop and ask yourself: have you taken into account most, if not all, of the items I list above? If not, why not?

I realize this is not a easy proposition. But I also want you to realize that somethings that don’t seem easy, may be easier than you think if you enlist the right support and help. You don’t have to master everything yourself. My goal is to make you stop and think about these things and then surround yourself with the right experts who care about you: the person and your band (if you have one). These experts will then open up your time so you can focus on creating music.

Want more tips and support? Check out my podcast and video series, or download my branding guide below.

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Being an immigrant who gotten beaten up as a kid for being different doesn’t do much to inspire my self-confidence. That’s my personal story. I’m sure you have your own version of this truth. And that’s ok. The problem is when we don’t look at our personal stories, they follow us around into our day jobs, lives and keep us from our purpose and power.

This is true if you are an artist, too. So let’s chat about building self-confidence to overcome more than just stage fright. Being an artist is so much more than people recognize. Being an artist is obviously about creating and sharing music with your raving fans. Being an artist is also about being a role model to your raving fans.

Why and how?

The world suffers (and I mean literally suffers) from lack of self-confidence. It shows up in all sorts of ways we choose to live: greed, anger, perfectionism, procrastination, snootiness, etc. The list is endless. Every one of us has an opportunity to role model what good self-confidence looks like to those who look at us and follow us.

As an artist, you have the literal honor of being on a stage in lights. For you building self-confidence so you can role model it is absolutely a must, as much as it is an honor and a gift. The best way for you to build your self-confidence is to look at the experience of being an artist as I’ve described it above. You literally get to be seen and heard on a stage. You get the gift of being a role model for others and helping them build their self-confidence.

Once you really decide to “own” the power and control you have, as a role model, to your raving fans, it can’t help boosting your self-confidence. It also becomes a big responsibility, which may seem scary at times. What you say and do and perform becomes something your fans may choose to follow and emulate. You can’t let fear dictate, though.

To support you in building your self-confidence and being an effective role model you need to have self-awareness always.

Stop and ask yourself:

• Why did you choose to become an artist?
• What do you hope to impart to your fans and why?
• How best can you share that with your fans: a) during your actual set and b) when you are not on stage (ie, album art, interviews, social media content)

Want more tips and support? Check out my podcast and video series, or download my branding guide below.

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When I lived and practiced law in Washington, DC, I hardly knew what the word, “networking” even meant. Looking back though, I was constantly networking. I was showing up 3-4 nights a week at various events and parties on and off The Hill. We used to do so much networking that by the time the weekends rolled around, I was exhausted. However, it never felt like networking. It doesn’t matter the industry, in my expertise, the rules of networking are all the same. Let’s discuss the do’s and don’ts of networking in the music industry.

People hear the word “networking” and the same thing always happens. Most people cringe at the thought of making small talk and having to walk around and meet new people. The rest wonder what’s the best way to “sell themselves” and kiss up to the right people in order to climb the ranks.

It’s the same problem in the music industry. My artist clients are always wondering what they are supposed to do and not do to network in the music industry.

Let me make it really simple- it’s all about human psychology combined with what your mother and/or Miss Manners taught you.

DO:

1. Figure out WHY you are an artist- know your personal story cold so you can share your uniqueness with those you are networking with. Otherwise, you are forgettable and show up like the zillions of other artists.
2. Be patient- everything takes time and developing meaningful connections with people, who will remember and love you as an artist and human, takes time and patience.
3. Be kind- be kind to everyone you meet. Assume everyone is that “one” special person who can be your raving fan and launch your career or catapult you even further. Truly, I’m asking you to just be nice, but if it takes you fearing screwing up with the wrong person, then so be it.

DON’T

1. Pretend like you are someone you are not just to impress. The music industry is full of people pretending. No one will like you more if you are not authentic and real. The truth will surface at some point. When it does your lack of self-confidence will really be obvious. Be yourself. Be an artist. Be real.
2. Overlook the subtle cues that move mountains. In music, as in life, the magic is in the subtleties. Watch for details in peoples’ mannerisms and body language to help you establish rapport when you network. I liken it to the subtleties when you are singing a note or writing a song.
3. Sit it out. Show up, show up, show up. No one will ever know your greatness as an artist if you play small and hide behind your guitar or lyrics. We have to see you to love you, and your brand as an artist. So be courageous and show up as your authentic self. The right people will always notice and love you.

Want more tips and support? Check out my podcast and video series, or download my branding guide below.

Download Now