The artist as a brand and to each brand a point of view: conference at Web Summit Lisbon Music Notes
The artist today is like a brand, made of dynamics and universes of meanings, just like a product or service to which to apply the rules of marketing: it is a reality that is increasingly consolidated and necessary to reach a specific public.
In fact, like a brand, the artist tells a story. He brings together those who share his values and tries to differentiate himself from the competition. How? Proposing something capable of representing and best describing the time in which he lives. By starting to think of the artist as a brand (and not just as a musician or a singer), original strategies and creative ideas can be born, taking into account listener needs and enriching the user experience, not only through music. And this at any level.
Each artist has first of all the task of getting to know his audience and communicating with his target. In a path that goes from musical production to promotion, he needs to plan every action carefully. It is the sense of the conference entitled Every brand needs a music POV at Web Summit in Lisbon (November 7th) on the stage dedicated to Music Notes, where we are present like Media / Press.
A conference about Music Strategies
On that occasion, Olivier Robert-Murphy, Chief of Possibilities at the Universal Music Group, proposes a new interpretation for the artist. In a world where everyone has a musical taste, each brand should have its artistic vision, possibly recognizable and original. When we talk about POV, we refer to the point of view. It is the angle from which we tell our story. In the cinematographic or literary art, we mean the method of describing and resuming a scene. That expresses the attitude of the director or writer towards the content or the character. The same happens in music, both when we revisit a famous song and when we write a new one.
The challenge, as Olivier Robert-Murphy of Universal reminds us, is to establish which is the most functional point of view. And above all, how to position your brand in an increasingly broader cultural and musical landscape. In this inspiring speech, we can catch data, food for thought, and creative strategies for today’s artists. The starting point is how brands currently define their POV and also their musical space, to develop successful products fulfilling the tastes of the public as well as attracting new followers.
Something more about the speakers at Web Summit
Olivier Robert-Murphy leads an award-winning team of music and entertainment content experts. Working with the world’s best-known artists, Robert-Murphy’s team establishes how to convey best the voice of each brand, based on the culture and target audience, turning customers into fans.
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