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kiko loureiro blog english january 2013 12 january 2013 diana krall the importance of branding diana krall the importance of branding not everyone likes thinking about art in technical terms for many artists branding marketing and advertising are corporate words that have no place in the creative sphere but the music industry is changing and without a proper understanding of these concepts artists can get left behind in fact the success of every single business in the world whether it s a corporate giant like coca cola or an unknown rock band gigging the club circuit depends enormously on developing an understanding of the importance of brand branding has been playing on my mind ever since i came across the cover of jazz singer diana krall s new album in a high end department store recently i hadn t heard the music and i knew little about the record but i got this unshakeable feeling when i saw the album cover the advert was clearly just one element of a larger marketing campaign but studying it closely i couldn t help but feel that the branding wasn t right for the artist she was being presented as a pop star it seemed to me and her true spirit that of a serious jazz singer appeared to have been lost somewhere along the way now i m far from an expert on this subject and i m probably simplifying the issue but as my grandmother used to say advertising is the core of a business and it s truer now than it ever has been when you start out as an artist you have to remember that on top being your own brand you need to have some kind of strategy for building that brand for nurturing and developing the ways in which fans see you feel you and connect with you it s this magical process the intangible way in which people develop a connection with an artist that leads to fan loyalty and ultimately to record sales the image you project is a delicate combination of who you think you are and who others think you are and this can be very difficult to get right once you do get it right however you can feed it into everything your image your logo your attitude your way of speaking writing and performing and much more besides it ll also inform the way you present yourself on the web and as a result strengthens the relationship you build with your audience essentially branding is the way in which you convey who you are to your fans it s as simple as that now and again a well branded artist builds the momentum to achieve a market crossover conquering different genres and attracting new followers this is wonderful when it happens organically but if the artist themselves isn t satisfied with the success they ve achieved their true spirit can get lost and this can upset their original fanbase ultimately we ll have to wait and see if diana turns up at the grammys again in her in my opinion somewhat unconvincing pop guise or whether we re more likely to see her prancing around the stage like beyoncé in a sold out stadium only time will tell posted by kiko loureiro at 11 12 53 comments newer posts older posts home subscribe to posts atom menu home português dates archives official website last posts loading blog archive april 2013 1 january 2013 1 november 2012 1 november 2011 1 february 2010 1 october 2009 1 april 2009 3 february 2009 5 january 2009 3 december 2008 6 november 2008 6 october 2008 2 september 2008 2 august 2008 3 june 2008 1 may 2008 2 april 2008 1 march 2008 1 february 2008 6 december 2007 2 november 2007 2 october 2007 4 september 2007 4 july 2007 1 june 2007 3 may 2007 1 april 2007 1 march 2007 1 february 2007 4 january 2007 1 december 2006 2 november 2006 3