THE "WHAT YOU NEED TO KNOW ABOUT THE MUSIC INDUSTRY SERIES" PART 5

INTERNET KILLED THE ROCKSTAR. I thought it would be cool to start this blog off with that. The reason I choose the that title is because the first video to air on MTV was "Video Killed The Radio Star", by the British synthpop gruoup The Buggles. MTV was launched on August 1 1981, and that video made a statement that day. The statement was that it was a new era on the horizon. Things had begin to change.

As you know my blogs tend to ramble. So I suggest that you continue to read and everything will fall in place, now back to MTV. Before MTV you enjoyed your favorite artist by listening to them either on the radio or a good old cassette tape. MTV gave you the chance to see the emotion of songs. Artist began to create mini movies that explained their songs from start to end. As consumers, we grew to love it. It was perfect. And it didn't destroy radio, but it did put a dent in their pockets. It changed the way we viewed music.

The Internet has began to do the same thing. It has given us the ability to not only get music when we want it, but it has also given us the ability to personally know the artist we choose to be a fan to. We can track their every movement. We can obtain their music the second its recorded. We can see on twitter what they are doing at that very moment. We have been given the opportunity to welcome our consumers to join our everyday lives. This leads me to my current topic...BRANDING.

ARTIST ARE NOW EXTINCT!! The only thing left are brands. For example, the Nike brand. People trust in that little white check mark that's on the side of air force ones. We are willing to pay an extra 30 bucks for a solid shirt that has a Ralph Lauren Polo logo on it. If you close your eyes right now and say out loud "fast food" I guarantee the image in your mind will be either the McDonald's or burger king logo. You trust in these brands for the service they provide.

A close friend of mine by the name Heataman use to say to me "when it comes to chics, I don't really have game they just understand my story." That's branding. Once you have your product established the next step is telling the story behind the product. Allow your consumers to see the hard work it took to create what you are giving them. Give them the chance to respect your work just as much as you do. Use youtube as your own personal TV network. Show them the not only the success, but the disappointments the hard work the struggles, everything that was involved in making the product you are giving them. The best example I can give you is Day 26. We watch them go from a group of guys fighting for a spot on Bad Boy to becoming superstars. You not only purchased the album because you love the music, but because you were so happy for them. As Heataman would say...you understood their story.

Now along with branding yourself you have to ask "what will my brand stand for" this will determine what your consumers think of you. Whether its you being down to earth, or this cocky arrogant artist that feels the world should praise him/her, whatever it is that's what you need to be all the time. Everything about you needs to be a representation of that brand. For example you don't go to McDonald's for a five star meal do you? Of course you don't. You go there to get a bite to eat for cheap. And everything they do represents that. The dollar menu, a full combo meal for under 6 bucks, the drive through. That logo represents cheap, convenient, food. Therefore everything they do has to represent that. If McDonald's begin selling their combos for 80 bucks a plate they would go out of business the next day because that's not what they represent. That's not the brand they have created.

Make sure that your the expert for the service your brand provides. Your consumers depend on your expertise. When they see your logo or anything your brand may be affiliated with they expect one of two things. 1) A service or product even better than the last that they purchased from you or 2) to be taught to do what you do just as good. You have to be perfect at what you do, at what your brand stands for. There is no room for error. Here is an example. Lets say that your sick, extremely ill. Would you rather go to a doctor that has not only studied but mastered your illness and its cure? Or would you rather visit a doctor that knows little about the sickness you have and only makes an assumption of what the cure may be? My point exactly.

Now once your brand and its service is established, the next step is getting it to your consumers. Unfortunately its 6:15am and its becoming very difficult to keep my eyes open. In other words...I'M SLEEPY. So come back later this week and we'll discuss getting your brand out there. Deal? Alright, see you then.

Oh, but before I leave just want to plug something....MARV & CASH NEW MIXTAPE ALBUM COMING TO A DOWNLOAD NEAR YOU!!!!!

MARV & CASH MUSIC VIDEO FROM THE MIXTAPE ALBUM ALSO COMING TO DOWNLOAD NEAR YOU!!!

-CASH-

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