Streaming is currently responsible for the growth of the music industry. However, streaming is not the holy grail for artist careers. The advent of curated playlists makes it even more difficult to build an artist brand, because they focus the consumers’ attention on the playlist brand or need for radio-like consumption. In order to generate income beyond the little streaming payouts, artists need to become a brand and build a fanbase, which enthral the attracted consumers to want more than to just stream the songs.
This session provides insights what defines the artist brand identity and how to position the identity to the recipients for a best fit with the perceived image. It is addressed how the team and media partners influence the identity and image and discusses how fandom and stardom evolve. Your artist brand must rule your world, the world of your closest business partners and the world of your most enthusiastic fans. This session addresses artists, artist managers and other players in the music industry who are interested in building successful and sustainable artist brands.