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Is music more important than the quality of your artist brand?

music brand scaleIs this a trick question?

I asked my brother (artist/songwriter/producer) the same question a couple weeks ago and without hesitation he voiced music. Logically he gave a perfectly valid and rational answer. If an artist’s music is top notch, fans should instantly take notice and through word of mouth and social media channels will soon be rewarded with a huge following. Right!

Wrong! The problem with that scenario is… we are not ‘logical’ creatures at all. And at times we can be led astray by our emotions and senses. Our irrational thoughts and behavior can sometimes border on insanity. To make the ends justify the means, we will force 1+1 to equal 3. If we believe it to be so, then damned to anyone who says otherwise!

It would be like trying to explain Ms. Kardashian’s brand. Logically it shouldn’t exist, but love it or hate it; she believed in it enough to be so.

What is the reason? Soon the why and the reason are gone and all that matters is the feeling. This is the nature of the universe. We struggle against it, we fight to deny it; but it is of course a lie. Beneath our poised appearance we are completely out of control.

Third Eye Blind Finds Their Identity Becoming Indie

3ebThird Eye Blind had their time in the mainstream spotlight, but wanted to continue to make music. Embracing all the internet, music industry and technological resources that have been able to brand their name once again.

What do you do when you feel like your business has lost its identity?

Members of the band “Third Eye Blind” know that situation all too well. After years in the mainstream, they took back control of their brand by going independent.

Check out the video feature on MSNBC here.


Free stuff! Everybody wants it. Getting free gear and being able to say “I endorse so and so” is a very interesting topic, and one that is often approached from the wrong angle with the wrong intentions that deliver the wrong results. First of all, a lot of people talk the talk but don’t walk the walk. These people claim to endorse companies that have no idea who they are. There is a fine line and a fine, keen difference between a musician that exclusively uses a product and that musician actually endorses a company. I find it completely foolish when people lie about their endorsements, or overly advertise that they are endorsed, but do not mention any of the elements that are involved in endorsing a product.

Indie Music EndorsementsSimply put, whether we speak of you endorsing a product or a product/company endorsing you, we are talking about you as marketing avenue connected to that product/company, an avenue from which they can gain exposure and revenue. It is the endorsers’ responsibility to exclusively use a given product, of course, but also to use it in a way that showcases the quality of that product and the quality of the player (ie: you!) that is now associated with the product. An ideal endorsement is more than the sum of its parts: both sides gain.