SOLD OUT!! The new ABC in music - it's all about your artist brand

Monday, 28 November, 2022 - 14:00 to Wednesday, 30 November, 2022 - 18:00
House of Music, RAW Gelände, Revaler Str. 99, 10245 Berlin
Language: 
Englisch
Fee: 
50 €

THE NEW ABC IN MUSIC: IT’S ALL ABOUT YOUR ARTIST BRAND
A GUIDE TO CREATE YOUR KICK-ASS ARTIST BRAND STRATEGY ON A COASTER

WORKSHOP SUMMARY
To be successful as an artist a strong artist brand strategy is one of the most fundamental elements of your music career. Without a personalized long-term plan for your brand the chance for sustainable success - even if you’re making outstanding music - is close to 0. The world’s biggest artists show that making it to the top is no coincidence, but hard work that needs a concrete basis, an overall strategic perspective and intelligent actions for a strong artist brand and everything that comes with it.
Within the workshop The new ABC in music: it’s all about your artist brand participants learn what an artist brand strategy is, how to build one and how to bring this strategy to life. The program is divided into three parts:
in the first part a variety of brand, identity and strategy related terms will be distinguished followed by an introduction to artist brand strategies in general, the basic concept as well as the target group and the need to build a strategy. In closing of the introduction the Artist Brand Canvas (ABC) is introduced as a handy tool to help building artist brand strategies.
The second part focuses on the process of building the artist brand strategy. After clarifying the brand ownership and identifying stakeholders involved in the brand, participants are introduced to the framework of an internal and external situation analysis including a SWOT analysis. To lay the foundation for the actual strategy building process participants are introduced to the concept of The Golden Circle by Sinek as well as the Identity-based Brand Management model by Buhrmann as the underlying scientific models for the pro- cess. After defining the artist brand identity participants learn how to create the right messaging and artist brand story, how to constitute the respective brand image and how to identify the right brand touch points.
Within the third part all results will be summarized and processed into the artist brand manual. In addition all upcoming actions and next steps are merged to create the playbook providing concrete measures to bring the brand strategy to life.

 

DATES

  • 28, 29 and 30 November 2022, 2pm-6pm 

PROGRAM SYNOPSIS

  1. AN INTRODUCTION: BRAND, IDENTITY, STRATEGY

    1. artist, personality, brand: what are we talking about here?
    2. what is an artist brand strategy?
    3. who needs an artist brand strategy and why?
    4. a new tool to help you build your strategy: the artist brand canvas
  2. BUILD YOUR ARTIST BRAND STRATEGY

    1. who owns the brand, who works the brand?
    2. things to know before we start
    3. let’s do some science, then we’re good to go
    4. defining your artist brand identity
    5. articulate your messaging
    6. constitute the brand image
    7. identify your brand touch points
  3. CREATE YOUR ARTIST BRAND MANUAL & PLAYBOOK

    1. create your artist brand manual
    2. the playbook: how to bring your artist brand strategy to life
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