Page 85 - ION Indie Magazine MayJune 2019
P. 85
This is why contestants who appear on those The most successful logos in music are easily
television talent competitions will often hear recognized, and when viewed, you don’t even
from the judges, “I don’t know who you are.” It have to read the letters to know that band.
is essential to understand your brand and be Examples of this include Van Halen, Def Leppard,
consistent about it. You are a product, after all, AC/DC, Kiss, and The Beatles. Some of the
and in order to sell yourself, you must biggest blunders in logo design that I often come
understand who your audience is and the across is in the genre of metal music. Many are
message you are conveying. Avoid the use of almost illegible due to the horror aspects applied
non-specific, romanticized labels that describe (all that gore, dripping blood, and highly-stylized
the genre of your music. In your effort to be gothic lettering). If you can’t read the message,
“unique” you might well be confusing your then what’s the point? The key is creating an
audience…along with important decision- effective logo and sticking with it! Once in
makers. circulation, resist the urge to redesign it.
Consistency is key in branding!
Besides the message you impart with your music,
have a platform; an interest with which you can BUSINESS PLAN
align yourself, lend your voice, and can get Music is a business and you should treat it as
behind. It’s good business to give back and such. Thus, you should have a solid business
support a cause or charitable interests. This will plan in place with projections, plans, and goals.
resound with your audience that you care about I’ve only come across a few artists/bands that
various social issues and organizations enough actually have business plans in place…and they
to support them through your music and are WORKING and MAKING MONEY.
performances.
As a band unit, you should have frequent
IMAGE/STYLING meetings where you discuss your goals and how
A part of your branding is your personal style. you plan to meet them. Keep your expectations
Be aware of the image you are portraying on realistic and make your goals attainable ones.
stage and be sure you have SOME form of flair. Know your “numbers” – your outlay of expenses
After all, people are paying money to be versus the cash you are bringing into the coffers.
entertained and part of that is the visual. This Have a budget! This is Business 101. Many
does not mean you need spandex jumpsuits or businesses fail in the first year and there are
tuxedos, but by all means, don’t dress like you many reasons, including poor planning, lack of
just got back from the beach. That only works if funding, and not knowing how to run a business
you are The Beach Boys. If totally lost in this – along with no effective means of promotions
department, consult a stylist or someone you or advertising -- are some of the stumbling
know who has fashion awareness. Some blocks that lead to decimation. The internet is a
boutiques will have helpful salespeople. Look at great source of information on the business of
how successful artists dress and emulate them, if music. Read everything you can! Knowledge is
their style speaks to you, but keep in mind that power and ignorance is not bliss.
you want to be comfortable on stage. The As a side note, when contemplating investing in
internet is a great source to research various a particular business to support your career, do
looks that you can adopt to add a little flair to not be afraid to ask for a reference or examples
your stage persona. Bands need to look like a of their results. An ethical business will readily
cohesive unit. This does not mean that you provide this. Also, do not accept that
should dress alike…but do give some thought to “testimonials” are legit. Sometimes these are
your overall look as a group. generated to give the appearance of legitimacy.
LOGO Other artists and bands often are a great source
A logo is your first visually-displayed branding. of information and they usually will share their
It should be legible and thus, easily read from a experience with a particular business or entity
distance as it will be utilized on signage. (especially when their experience was a negative
business cards…EVERYWHERE. one!).
