| Branding yourself both online and offline will really set | | | | got hit by Train! |
| up this coming year to be a break through one for | | | | FIGO - Influenced by groups like Primal Scream, NIN, |
| your musical career. | | | | The Misfits, The Chemical Brothers, and The |
| To do this you must start with the most | | | | Ramones, the band fuses intense raw live energy |
| fundamental aspect of you as an artist: Your Pitch! | | | | with pounding beats and samples. |
| Two things happened recently to inspire this article. | | | | Devil Doll - Jessica Rabbit meets Joan Jett. |
| Scenario #1: I was out at the Mercury Lounge seeing | | | | Girls Don't Cry - An all girl rock band featuring edgy |
| music and between bands I was standing at the bar | | | | guitars polished with five-part vocals, retro synth |
| talking to some friends and someone handed me a | | | | sounds and danceable grooves. |
| show flyer. I was taken with him immediately, I | | | | Creating Your Pitch |
| always appreciate anyone who is self -promoting | | | | First, take a deep breath, clear your head, and tell |
| because its not easy to do and it's especially not | | | | yourself that what you are about to do is exactly |
| easy to do at a crowded bar on a Wednesday night | | | | like writing a song. You do not record the first thing |
| in downtown Manhattan. So, I looked down at the | | | | that comes out (or at least I hope you don't but |
| flyer and my heart sank. It said the following: | | | | that's a different conversation) it takes some honing |
| Name of artist (name is not mentioned to protect | | | | and some tweaking and possibly some collaboration. |
| the innocent) | | | | Take out a clean piece of paper, and write down the |
| Venue (which was the Mercury, where I was) | | | | following: |
| Date & showtime | | | | (I suggest writing this by hand with a pen and paper |
| There I was, a perfectly primed potential fan, a | | | | instead of using a computer because the ideas flow |
| customer, standing at a bar, out at a live music | | | | differently through a pen) |
| show, and he lost me forever. Why? | | | | 1 Write out the type of genres you play. Roots, |
| Because not one sentence was included about what | | | | rock, reggae, folk, punk, jazz, AltCountry, Chillout etc. |
| genre of music this artist played much less what his | | | | No more than two or three should actually be |
| music sounded like, who he was compared to (sound | | | | selected in the end. |
| alike). In other words what I could expect by coming | | | | 2 Write down all the artists that other people say |
| out to his show. In short I had no idea what this | | | | you sound like. |
| artist sounded like. | | | | 3 Write down a list of all artists (or authors or |
| That was an opportunity totally LOST. Unbeknown | | | | famous people) that influenced you. |
| to him he also handed his flyer to one of the most | | | | 4 Write down all of the feelings and vibes that you |
| successful entertainment attorneys I know who was | | | | want to create or convey with your music |
| in the middle of signing 6 artists to record deals, an | | | | Use these elements as a guideline to help come up |
| A&R executive and one of the best booking | | | | with a few words or sentences that sum you up. |
| agents in the business. | | | | Now, go to this fabulous website: This will help you |
| We all looked down at the flyers in our hands, | | | | structure and hone your pitch and it will TIME you |
| shrugged and carried on with the conversation we | | | | too! (This site is more of a personal pitch site but the |
| were having. He had totally BLOWN it. | | | | structure that it provides is very helpful) |
| Scenario #2: The second thing that happened was an | | | | Now write out on a blank note card or a small piece |
| artist called my PR firm to talk about hiring us for a | | | | of paper your mission statement. Read it out loud |
| Cyber PR campaign, and two minutes into the | | | | standing in front of the mirror. Do you love it? If you |
| conversation started, my blood was beginning to boil. | | | | don't, then don't use it. I once worked with a band |
| It went something like this: | | | | that chose the term "Soul Rock" to describe their |
| Me: What do you sound like? | | | | sound and after it was published countless times, |
| Artist: I sound like absolutely nothing you've ever | | | | they were hating it, so make sure it's something that |
| heard before. | | | | you can deal with in print over and over again, and |
| Me: (annoyed and now understanding why he's not | | | | something that you won't get sick of. Now stand in |
| where he wants to be as an artist) Really? So you | | | | front of the mirror and practice saying it. Does it feel |
| have invented a new genre of music, and you don't | | | | comfortable saying it, or do you feel like a dork? If |
| sound like anyone else in the history of music? | | | | you feel like you're speaking your truth, you will |
| Artist: Yes | | | | absolutely know, and then it is the perfect pitch for |
| Me: Can you at least tell me what type of music you | | | | you. |
| play? | | | | Still not sure? |
| Artist: It's old school Hip-Hop | | | | Read it to a bunch of friends and fans and ask them |
| OK finally we were getting somewhere and, I totally | | | | to work on it with you! |
| understood his point, but here's the problem with | | | | Don't overthink it. Keep it simple and as concise as |
| having an approach like his: | | | | you can. |
| People are constantly looking for a context to put | | | | Where You Must Place Your Pitch |
| things into. And if you don't provide them with one, | | | | Now that you have it, your going to place it in the |
| they will move on to the next thing that their little | | | | following places. |
| pea brains actually can grasp. | | | | What you are doing now branding yourself. |
| The critical that was missing in both scenarios was: | | | | Online Branding: |
| The Pitch | | | | 1 On your website's homepage (yes on the |
| So, you need a pitch or as marketers call it a USP | | | | HOMEPAGE not buried in the site). |
| (unique selling point), or, as my friend Bob Baker calls | | | | 2 On your MySpace. |
| it a BIS (brand identity statement) or as my fellow | | | | 3 On your Facebook. |
| mastermind group member Laura Allen calls it, a | | | | 4 On all social networking sites that you use and |
| 15-second pitch. Call it what you want, this thing, my | | | | anywhere else you have an online presence. |
| friend, will change the way you market yourself and | | | | Offline Branding: |
| your music and give everyone a context. It is critical | | | | 1 On your postcards. |
| that you have a concise and easy to understand | | | | 2 On your show flyers. |
| pitch that will help you shape your brand. The rest of | | | | 3 On your posters, and anything else you have in |
| this article will help you focus on creating the perfet | | | | print. |
| pitch. | | | | So now when you're out somewhere and you hand |
| It does not have to be lengthy to be effective, it | | | | someone a flyer announcing your show, you're |
| just has to explain your sound in a few words or | | | | handing someone your brand. People will know |
| sentences. | | | | exactly what you do, and it will be effectively |
| Here are some of my clients' pitches to help jump | | | | marketing instead of just spinning your wheels. |
| start your brain: | | | | Not sure if you hit the nail on the head? E-mail me |
| Leftover Salmon - Polyethnic Cajun Slamgrass | | | | your pitch and I'll give you my honest feedback. |
| John Taglieri - If Vertical Horizon and Third Eye Blind | | | | Good luck! |