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Music Marketing & Branding Module

Connecting passions to professions in the music industry

Why Work in the Music Industry? | 2 mins

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Introduction

Explore career opportunities in Music marketing and branding

Understanding brand stategy in the music industry

marketing in the music industry

develop a marketing plan

1. Introduction

Explore a variety of career pathways in music marketing and branding and match your skills and interests to a career in the music industry. The marketing module includes videos, career graphics, one-sheets, practice worksheets, and interactive eLearning activities.

Are you interested in pursuing a career in marketing and branding in the music industry but don’t know what options exist?

By the end of this course, you will be able to do the following when it comes to marketing and branding in the music industry.

 

List possible career pathways

Explain how branding can help engage fans, which is the first step to monetizing content

Develop effective branding and marketing strategies with the right vocabulary

Are you a teacher? Visit our Resources Page to download resources and worksheets used in this course!

Resources Page

A Strategy for Success

As you go through this experience, keep the Career Map open and keep filling it out as you go. The Marketing Strategy is another resource for using the tools you pick up along the way. When you get to the end, you’ll have a strategy for success and a career map for your own personal music industry pathway.

These are fillable PDFs, you can save your answers and you can even print them out and keep them for inspiration.

Career Map

2. Explore career opportunities in Music marketing and branding

Start connecting your passions to a profession in music marketing and branding with the resources below to discover your pathway to success.

industry professionals profiles

View a variety of careers in marketing and branding in the music industry and read the profiles of individuals working in these roles.

 

Click each image to learn more about these industry professionals.

Q

Brianna Colell

Brand Partnerships: Brianna is a multicultural business development expert who has boasted some of the most top festival brands in culture for Live Nation, such as Roots Picnic, Broccoli City Fest, H.E.R.’s Lights On Fest, Kirk Franklin’s Exodus Gospel Fest, and more. She was previously responsible for the development and execution of global brand partnerships at the newly rebranded Warner Records, where she led multicultural and branding efforts for a roster of artists that included the likes of Saweetie, Wale, NLE Choppa, and PARTYNEXTDOOR. Additionally, Brianna held roles within the global entertainment partnerships division at Cashmere Agency and at Marriott International where she executed campaigns for a variety of clients such as Netflix, PepsiCo, Glossier, Capital One, Tinder, Paypal, and many more.

Q

Todd Triplett

Creative Content Creator: Todd is an award-winning creative and culturalist who has developed and led globally recognized creative, experiential, branded content, and social media campaigns for some of the world’s most respected brands including TikTok. His work is noted for organically melding insightful creatives, culture, and innovation.

Q

Kim Jenkins

Experiential Marketer: As a visionary, entrepreneur, creative spark, and kingdom influencer, Kym embodies the epitome of a spontaneous idealist and creator of ideas. Specializing in experiential marketing, branding, design, and project operation management, Kym does everything from flyers, banners, and websites to social events, gatherings, conferences, conventions, and exhibits. Kym is known to mature brands, business, and events towards ideal measures of success including retention, growth, and revenue through her design and experience.

Q

Celena Fields

Brand and Digital Marketer: Celena Fields has worked in artist marketing at Apple Music and Human Re Sources where she has helped support artists across all levels and genres. Since her start in the business, Celena has developed a huge passion for Black and Brown creatives as well as independent and emerging artists. Additionally, Celena co-founded creative consulting and management company, the Nucleus, where her focus lies within Brand and Artist Operations.

Q

Nate Schilimme

Digital Marketer & Analytics: Nate is a seasoned creative marketer who is trained in experiential marketing, digital marketing, and PR within the entertainment/music industry. Having previously worked for Optimist Agency, he has executed campaigns for reputable brands such as Nike Entertainment Marketing, Jordan Brand, Facebook, Hublot, and more. Additionally, Nate has managed global social media for Beats by Dre at digital agency Laundry Service and joined Amazon Music to lead their global social media accounts along with paid media, content production, and influencer strategies.

Q

Kasturi Shan

Public Relations (PR): Kasturi has been an entertainment industry professional for almost a decade, specializing in branding, artist development, and public relations. She has been at the helm of publicity and breaking artist campaigns both as an independent publicist (The Chamber Group, Press Here) and strategic leader in defining what’s next (Interscope Records). Having worked with a dynamic roster of artists, including Tinashe, Kelly Rowland, J. Cole’s Dreamville, Shenseea, Trevor Daniel, Oliver Malcolm, and more, Kasturi has become known for her passion in building artists and powerful storytelling methods.

Careers in Music Marketing

There are a variety of careers in marketing and branding in the music industry.
Click “+” to expand and learn more about each career in marketing and branding in the music industry.

Marketing Specialist

Job Description Skills Characteristics
Responsible for multiple tasks including the development and presentation of marketing plans to artist representatives, direction and implementation of local marketing promotions and management of event advertising budgets for live shows, tours, and festivals Listening
Writing
Persuading
Teamwork
Critical Thinking
Socially Perceptive
Problem Solving
Multitasking
Time Management
Mathematics
Negotiating
Decision Making
Decisive
Creative
Flexible
Self-Motivated
Cooperative
Patient
Detail-Oriented
Sociable
Reliable
Innovative

 

Social Media Specialist

Job Description Skills Characteristics
Responsible for publishing strategy and leading creative development efforts for social channels. Often works with teams of designers and writers for content. Must understand trends and how/when it translates to platforms to engage music fans. An authentic love for music, live events and pop culture are a must! Decision Making
Writing
Reading
Teamwork
Leadership
Using Technology
Time Management
Self-Control
Socially Perceptive
Working Independently
Detail-Oriented
Organized
Creative
Cooperative
Sociable
Reliable
Observant

Content Creator

Job Description Skills Characteristics
Creates and edits multi-media content pieces promoting new releases, tour announcements, merch, playlists, and upcoming events using unique creative perspectives and style Time management
Reading
Writing
Using Technology
Multitasking
Self-Control
Teamwork
Listening
Creative
Organized
Detail-Oriented
Flexible
Self-Disciplined
Reliable
Self-Motivated
Innovative

Brand Marketer

Job Description Skills Characteristics
Builds and executes multiplatform brand campaigns. Must keep abreast of various industry trends or developments to make the most of partnership opportunities and drive traffic to corporate brand verticals. Must be able to work within a team and with agency partners and vendors Socially Perceptive
Persuading Teamwork
Writing
Public Speaking
Time Management
Listening
Problem Solving
Leadership
Teaching
Creative
Detail-Oriented
Innovative
Cooperative
Organized
Relaxed
Observant
Big Picture Thinker
Innovative
Conscientious

Brand Partnerships

Job Description Skills Characteristics
Supports marketing campaign initiatives accross multiple channels including content, advertising, social media, and print. Requires strategic thinking and the ability to execute and produce roll outs of integrated, celebrity-led advertising campaigns. Must be able to interact directly with major Brands, talent, and associated teams to ensure timeline and deliverables are met in office and at live events Negotiating
Teamwork
Time Management
Listening
Public Speaking
Writing
Multitasking
Socially Perceptive
Decision Making
Problem Solving
Organized
Cooperative
Reliable
Patient
Sociable
Self-Motivated
Creative
Innovative
Risk Taker

Marketing Analyst

Job Description Skills Characteristics
Leads data analytics projects dedicated to improving performance of campaigns and providing recommendations and information to reach target audiences/markets. May also include conducting market research and meeting with focus groups for input on product/events Mathematics
Science
Problem Solving
Critical Thinking
Time Management
Using Technology
Working Independently
Writing
Teaching
Self-Disciplined
Reliable
Organized
Detail-Oriented
Tolerant
Patient
Observant

Experiential Marketer

Job Description Skills Characteristics
Brings Brands to life by conceptualizing, creating, and executing experiences where consumers/fans can interact directly with the product/service/content being promoted Problem solving
Writing
Using Technology
Multi-Tasking
Teamwork
Leadership
Teaching
Socially Perceptive
Big Picture Thinker
Creative
Innovative
Sociable
Optimistic
Flexible
Self-Motivated

Graphic Designer

Job Description Skills Characteristics
Leads the entire process of defining requirements, visualizing, and creating graphics including illustrations, logos, layouts, and photos. responsible for shaping the visual aspects of media products such as websites, magazines, advertising and more Time Management
Listening
Multitasking
Working Independently
Teamwork
Public Speaking
Detail Oriented
Creative
Innovative
Organized
Reliable
Self-Disciplined
Self-Motivated

Public Relations

M

Job Description Skills Characteristics
Responds to requests for information from the media. Establishes and maintains cooperative relationships with consumers/fans, communities, employees, and public interest groups. Writes press releases and prepares information for the media to promote clients Writing
Reading
Time Management
Critical Thinker
Decision Making
Listening
Teamwork
Self-Control
Problem Solving
Organized
Detail Oriented
Creative
Cooperative
Reliable
Self-Disciplined
Self-motivated

Publicist

Job Description Skills Characteristics
Responsible for scheduling events, speaking engagements, interviews, public appearances with the relevant personnel, and ensuring that their client or company is always portrayed positively in the public eye. Duties also include managing day to day relations with media as well as the social media accounts of the company Multitasking
Critical Thinking
Time Management
Public Speaking
Writing
Listening
Reading
Persuading
Self-Control
Decision Making
Organized
Detail Oriented
Creative
Reliable
Self-Disciplined
Self-Motivated
Sociable
Optimistic
Flexible

Media Planner

Job Description Skills Characteristics
Responsible for identifying which media platforms are best to advertise a client’s brand or product. Work within advertising agencies or media planning and buying agencies with the aim of maximizing the impact of advertising campaigns through a range of media platforms like radio, television, Internet, and billboards Problem Solving
Decision Making
Teamwork
Public Speaking
Writing
Mathematics
Big Picture Thinker
Decisive
Cooperative
Reliable
Organized
Sociable

Skills and Characteristics

Identify your own skills and characteristics to help map yourself to a career in music marketing and branding. Based on the information in the industry profiles above, consider the qualities you will need to develop to find success.

Pass the Mic | 5 MINS

Watch this video to explore a day in the life of an Artist Marketer.

Career Map Reminder

Let’s Make it real. Take a moment to fill out your Career Map and start adding in your skills and characteristics.

Now that you’ve learned about different careers in the music industry, let’s look at how you can create an effective brand.

3. understanding brand strategy in the music industry

A brand is a visual representation of identity. In music, branding takes the energy and intention of an artist’s music and creates a consistent visual style and identity. An artist’s brand helps them to create an emotional connection to their music that captures the attention of fans and the industry.

Start with an overview of Artist Branding and then watch Industry Sessions to learn from industry professionals.

What is artist branding?

click the + icon to learn more.

SYMBOL: A visual shorthand that can communicate a literal or figurative meaning that aligns with the artist’s overall brand.

LOGO: A combination of text and imagery that represents brand identity. A good logo is simple, clear, memorable, versatile, and work in both color and black/white.

DESIGN: The way an artist’s content is creatively structured and navigated to evoke emotions/imagery through features like color palette and fonts.

OTHER ELEMENTS: May include visual aids and audio clips. 

TAGLINE: A short, yet memorable phrase that summarizes the artist and incentivizes listeners to learn more.

NAME: Should be catchy, unique, and intentional. Some artists use their real name, others use a stage name.

What do you think is the most important aspect of an artist’s brand?

Let us know what you think!

Steps to building an artist’s brand

Every successful influencer will tell you the same thing, consistency is an essential part of any winning formula. Begin by defining what the artist’s vision, intention and values are. Know your audience and remember, when you are genuine and authentic, it shows. 

Step 1

Define the values of the artist. That includes their Values, Intention and Creative Vision

Step 2

Be authentic and communicate a simplified version of the artist

Step 3

Identify the audience

Step 4

Create consistent content

 

 

The 3 E’s of Branding

A successful brand creates an experience, a community, and a sense of belonging to something bigger. Think of the 3 E’s of branding as your vision and make that a part of everything you do.

Enable

Whatever brand is chosen should feel simple, effortless and accessible for anyone who is attracted to it either directly or through the music.

Elevate

The brand should aim to create an experience through the senses. Consider textures, colors, environment and storytelling.

Enrich

Fans should be able to feel part of what the brand represents. It should resonate and create that sense of community that fans seek.

The Importance of Digital Branding | 2 mins

Watch this video to learn about branding essentials and how to define and convey your brand’s point of view (POV).

The power of brand identity | 2 mins

Watch this video to learn more about developing a brand identity that reflects what you want to represent and hear from pros that are working to enhance brand images in music.

Watch our Industry Sessions Videos or listen to our podcast

TIP: Use the Music Forward Reflection Sheet to take notes during Industry Sessions.

Let’s check in on your Career Map

What brands resonate for you? Which ones do you want to work with?

With an engaging and interesting brand in hand, now it’s time to build a fan base!

4. MARKETING in the music industry

Marketing is a must in the music industry and marketing on digital platforms is essential. Reaching audiences on streaming and social platforms with consistent brand and messaging is used to promote and monetize live shows, new music releases, brand partnerships, collaborations, and merch.

Marketing professionals need to understand the digital landscape and use analytical data to create effective promotional strategies to reach local and global audiences.

Smart social media strategies for artists use the analytics available on most platforms to identify who their audience is, where they are located, and what content appeals to them most.

7 Truths of Music Marketing

Learn the essentials of music marketing

What is the best way to market a band locally?

Let us know what you think!

Using social media

Use social media to build an artist brand and reach fans all over the world. Social media can be used to build a brand in a variety of ways. Artists have the opportunity to engage people all over the world with just a click of a button.

Flip the cards to learn more about these social media apps.

Facebook

Connect with people around you

Audience
Ages 18-54
Fans, Industry Professionals, Facebook Groups

Post Type
Photos/Videos
Upcoming Events/Shows
Websites/Links

Twitter

Discover what is happening right now anywhere in the world

Audience
Ages 18-29
Fans, Industry Professionals, Other Artists, Journalists

Post Type
Retweets/Quote Tweets/Replies
Commentary/Thoughts
Announcements
Quick Wit/Relatable Posts

Instagram

Capture and share the world’s moments

Audience
Ages 18-34
Fans, Industry Professionals, Other Artists, Brands

Post Type
Photos/Videos
Announcements/Flyers
Behind-the-Scenes Content
Merchandise
Promoted Content

Twitch logo

Twitch

It all happens live

Audience
Ages 13-34
Fans, Industry Professionals

Post Type
Live Stream Performance & Chats
Music and Gaming Integration

Unique Features
Live Stream Only
Bits/Cheers
Paid Subscription

YouTube

Broadcast yourself

Audience
Ages 16-49
Fans, Industry Professionals

Post Type
Music Videos
Covers
Live Streams
Premieres
Vlogs/Tutorials
Playlists
Community Posts

TikTok

Make every second count

Audience
Ages 10-24
Fans, Other Artists, Industry Professionals

Post Type
Collaborating with Creators: Duets/Trends/Dances
Video Reaction/Responding to Fans

Social Media Activity: What’s the best place to post each of the following types of content?

Tap the social media platform you would use

Let’s talk social media | 2 mins

Watch this video to explore social media careers and hear tips from experts at top companies on how to become a social media pro.

Watch our Industry Sessions Videos or listen to our podcast

TIP: Use the Music Forward Reflection Sheet to take notes during Industry Sessions.

Let’s check in on your Career Map

Any new skills you would like to learn? New platforms to explore? The best place to post next year may be a company that is just an idea today. Stay curious!

Let’s put all that we’ve learned so far to a test. It’s time to build a marketing rollout!

5. Develop a Marketing Plan

Ready to get noticed? Create a marketing strategy using this step-by-step to put a promo plan into action.

Marketing Plan Scenarios

Click through the scenario and organize your event. Find out at the end, what your event looks like.

Put It Into Action

Now that you’ve had some practice, create your own Marketing Strategy.
Be creative and have fun with your ideas and message!

Congratulations!

You successfully completed the Music Marketing and Branding module. Now you should have a greater understanding of various career paths in the industry, key elements to an artist brand, what spaces to consider when marketing in the music industry and what skills you want to build to reach your goals.

Give us your thoughts!

Click this link to take a quick survey on your experience.