For any artist, branding is an important element that makes them stand out from the rest. It is for this reason that some go to great lengths in creating that unique brand for themselves and the music they play, from their logo to the way they communicate on social media, and even the graphics they choose to use during their shows.
But an artist’s branding efforts would be in vain if they were not to extend to their personal look. After all, it is the one thing most visible to the artist’s audience and ultimately anything the artist projects will not only be noticed but at times can also lead to emulation if admired.
With that said, it is important for any artist to take time and effort to go for a unique personal look, especially when performing or in public view. Artists must find out not only the type of look that is comfortable for them to have, but also a look that can draw attention in the positive light. Of course this is easier said than done, but not an impossible task. For inspiration, one can scan through the classics, or observe how some of the most recent successful artists have branded themselves. Do not overdo it either.
In the techno and deep house industry we often see the color black associated with personal branding and a DJ’s personal look. Some acts, such as Lee Burridge and Behrouz, have taken a Burning Man-esque approach to the way they dress, tying it everything in with the music and feel of their parties. On the other side of the spectrum we have techno acts such as SNTS or Headless Horseman, both of whom have chosen an element of eerie anonymity as part of their personal look and brand. But do not forget that sometimes personal branding can be the simplest thing in the world, without the need to use expensive, complicated or never-seen-before gimmicks.
At the same time, artists must keep in mind that personal look is not just mere branding. It must convey their own expressions in which the public can relate to. Branding without that expression feels generic and fake and the audience will not appreciate that.
Artists should also learn to get out of their comfort zones. After all, artists are seen as trendsetters and creative individuals and the successful ones tend to be those who strive to be unique not only in their music but also in their style.
With that said, an artist should be bold and confident in not only creating their personal look but also in pulling it off in an effortless manner. Let the audience see those traits in the artist’s personal style and it will not make a lasting impression but will also help establish presence especially in the music industry.
Featured image of SNTS courtesy of Boiler Room