Musicians' - You Too are a Business!

In business today, branding is even more important than in the past. In a Forbes magazine article "Why Brand Building is Important” the entire piece wrapped up with this simple yet profound observation:

In today’s world, branding is more important than ever. But you can’t simply build a brand like they did in the old days. You need a cultural movement strategy to achieve kinetic growth for your brand. With that, the sky’s the limit.

Branding

How many times have you seen the Capital One commercial with two beautiful babes running on the beach with a very happy Viking, or the Viking getting double miles with an airline? At the end of each commercial is the line everyone now remembers: "What's in Your Wallet?"

Rather catchy isn't it. When you hear that phrase you know exactly the subject matter and the company. You have to admit, it is a brilliant "Branding" strategy!

Having a catchy line and hearing it over, and over again at the end of every commercial does indeed have a significant impact. Eventually, the question and the company behind it becomes engrained into our minds. Branding is one of the most important marketing strategy for any business.

With that said, how important is branding for the musician? Well, if the goal is to actually make money within the industry they love, then it's very important. And if so, then the musician should have a better understanding in just how it all comes together. Unlike a business such as was used above where Capital One is branding a product or line of services, a musician is branding their lifestyle or themselves, and as such their approach will be different however, the outcome is the same - exposure to create a following.

Here is singer, Cheryl Cole, who got a great endorsement deal with Coca Cola. So how did she get that? Through hard work, finding ways of exposing her talent, and by branding herself with a strong presence in fashion. Of course it didn't hurt that she is extremely beautiful and had connections but the bottom line, branding and endorsing is how money is made in today's entertainment industry. But not everyone can get such a fabulous and lucrative endorsement gig like coke however, anyone can create their own success through endorsing... but it all comes down to branding.

You Too are a Business!

The objective of a business is to make a profit. The music industry is still a multi-billion dollar industry - and who makes up the music industry? Here is the challenge; if we were to go out and ask artists trying to break into the music industry if they consider themselves business owners, most likely a large percentage would not consider themselves as such. Most have "part-time" jobs and up till now have only been interested in getting together with friends at after hour gigs or at special events on weekends. But when that decision is made to engage and pursue their dreams of making it in the music industry, everything changes and they must now get serious. Musicians must begin thinking like any business owner and become intimately familiar of that very important marketing component, Personal Branding. But part- or full-time, all musicians should consider themselves as business owners.

Concerts and selling merchandise at events is one way of making money, but it can be costly in time and money. If at all possible, the musician wants to avoid trial and error in this area which brings us to the topic of leveraging the element of branding.

So what's so important about branding?  It's part of leveraging and making a "profit"!

Personal Branding - Business - Monetizing

If seriously pursuing a music career, it is important for musicians to understand just how critical personal branding is and how to "monetize" their brand. There is no need to go into great detail here, searching the web for monetizing your brand will pull up plenty of information on ways to build and monetizing one's brand however the challenge comes to play when a musician has never thought about or implemented this aspect of their business - where do they begin and who do they trust?

No matter what industry one develops a business in, it is critical to have either past experience, or partner up with someone, organization or company that not only has the experience but also a tried and true track record of success. For musicians this is especially important, but even more importantly, there should be a partnership where there is either little or no cost or "risk" to the musician. It is called leveraging.  Everywhere they turn, musicians find service providers and resources willing and able to assist them - but at what cost? Who is leveraging who? The objective is to make money, not spend more money. If monetizing "The Brand" is the objective, then developing a mutual relationship with the right resources needs to be the strategic plan. And to be clear, strategic planning is defining the strategy, or direction, and making decisions on allocating the best resources in pursuant of that strategy.

Personal Branding is not the only choice available, and should not be the only option a musician must rely upon - but what other options are available if an endorsement option is not available from major brands? One smart musician I recently had the pleasure of meeting explained it this way... I can identify and select what product or line of products that meets my approval. I choose who will be my sponsor and I can make changes in my sponsorship's as often as I choose. My fans trust me and know whatever product I endorse they can trust. Plus they get paid for supporting me with cashback value. Now that's leveraging!

When partnering with superstar companies and resources, the musician is put in a position where they drastically increase their chances of success. Those odds increase dramatically when they partner up with a company having the ability to bob and weave with changes in technology and the marketplace; a company having mastered the knack of agility and creativity - being able to continually improvise and improve. I like what Jazz musician Josh Linkner said in an interview with Creative Leadership Forum when asked "What can business owners learn from jazz musicians?"

More than anything, it’s the ability to improvise. Improvisation in the business world used to be nice to have. It’s gone from a “nice to have” to a “need to have.” The world is now moving so quickly, things are so complex, and our environment is so competitive that there’s no such thing as just following an operating manual—like there used to be—in order to win. Today, people at all levels really need to improvise. I think that jazz musicians by definition are the masters of improvisation. 

The Magical Bag

Does anyone remember the Granny Goose commercial? The question is asked, "Whats in the bag Goose?" In the saddlebag was a bag of Granny Goose Potato Chips. This commercial is another example of a great marketing strategy for exposing a brand, and in this case a bag of potato chips. A competitor, Lay's, came out with just as catchy an advertising campaign "Bet you can't eat just one!"

Back then marketing strategies were limited to only a few media outlets so marketing strategies found in their tool bag, or bag of tricks, were considerably limited. Well musicians too have their own bag of tricks, only these are tools and resources assisting in their marketing and exposing all aspects of their business.

The number and types of resources and tools available today are nothing less than mind boggling. Check out this bag of tricks as reported by Hypebot.com "16 Essential Business Tools For Musicians". The tools and resources listed are only some of what's out there and most, if not all, costs money. Which tools are needed and how in the world can anyone best evaluate which one is the best, most efficient and cost effective to use? All of these tools provide specific functions musicians use to market and promote themselves - some even come with a real person however, the support provided are for the tools and/or services not for assisting or guiding the artist in successfully fulfilling their ultimate goal.

But what if there was a platform bringing multiple resources together on one site so fans didn't have to hunt around for their music, for their video, for posts on Facebook and Twitter, for their favorite band's events, for what's been happening, to interact with other fans and friends... what if it was all in one location? And what if that platform came with unlimited "human" assets with which to learn from, to brainstorm with, to navigate through all the traps that can be hazardous to any business owner or musician? Now that would be an invaluable asset. That would be leveraging.

That is exactly what Conquer Entertainment has done... and with their current platform it is only the beginning. They continue to stay on top of technology in order to ensure musicians have all the latest tools and resources at their fingertips. And artists benefit how? By simply plugging into an incredible network of fellow musicians and business owners... yes, even managers, publicists, studios and other businesses can plug into Conquer. These businesses have the most to benefit from... rather than make money off of musicians, they make money by helping musicians. That's a win-win for everyone.

Pulling it all Together

Just recently TC (TechCrunch.com) announced "The Music Industry is About To Change..." When you read the article it once again brings up the same old challenge within the music industry which is the focus continues to be on well known artists, not the unknown starving musician. I recently was talking with an artist who I believe will one day be a huge success given his talented and masterful singing approach to women similar to Frank Sinatra, only in the R&B genre. He told me unless you're already a known super star, it is hard to make it in the music industry... you have to be lucky. I do agree however, one has to make their own luck. Luck comes with a clear focus, hard work, and great people surrounding them in order to get oneself out there. No one can do that by themselves, it takes teamwork in a "Team" environment.

The music industry is not about to change, it has already changed, and what has been needed are tools and resources specifically designed in helping that unknown starving musician; the musician who wants to make it in the music industry; the dreamer who's ambition it is to someday get their music noticed and really become a success. It's this class of musician and entertainer we focus on, who we speak to, who we educate and develop. It is this group that searches for answers and seeks solutions that we take the time and effort in finding the right solution... for it is all about them. But what makes this an incredible solution in an industry filled with risk and uncertainty is a company that has brought the ability for musicians, and literally anyone in the music industry, the power of leveraging.

Remarkably it is not the consumer that foots the bill, it's not the artist who pays for something they cannot afford, nor does it cost the Conquer Entertainment Artist Developers in supporting musicians and their business. It's the thousands of affiliates and partner stores supporting all these resources found with Conquer Entertainment that empowers musician to leverage the power of Personal Branding. Musicians are indeed business owners... and unlike anytime in history, these artists have someone looking over them so they may continue making our world a better place to live in with great music... or at the very least, like my father used to tell me, noise to keep me awake while driving.

Branding Your Style - With our partnership with internet shopping site, SHOP.COM, every artist has the ability to create what are called "trend shops". This allows artists to showcase their favorite brands, clothing or otherwise, and gives their fans a preview into their world and lifestyle. For each purchase an artist fan makes through the artist's trend, artists receive points that add up to commissions. For more information about Conquer Entertainment, go to Explore Conquer. 

Stretching the Boundaries

I just read an excellent interview with Matt Still by Plugin-Alliance, and if you do not know who Matt Still is, he is a Grammy Award winning Producer, Engineer, and Mixer here in Atlanta who has worked with a number of outstanding artists including Elton John.

In his interview, one particular question Matt answered hit the nail squarely on the head when it comes to stagnation vs growth. Matt was asked “…how did you balance the desire to create a new sound with audience expectations…”

Matt’s answer provides a little insight to his success and the success for others who follow what could be called the Golden Rule for Growth.

“One of the great things about Andre and Big Boi is that they always stretch the boundaries. They don't allow themselves to be constrained by expectations. If you give people what they expect, then you've given them nothing new.” 

What is the takeaway? If one stops to analyze some of the reasons behind Market America’s (ma) massive success, the most obvious would be the implementation of ingenuity and creativity. For anyone who has been around ma for any length of time, they will tell you there is nothing stagnant about this company. Each and every 6 months the world is introduced to new ideas, new technologies, new innovations, and most importantly, better solutions.

And it's not just with ma in general, this ideology is carried throughout each and every division within ma, especially Conquer Entertainment. And there is no better example of that than with what we have seen accomplished through the leadership of Jorgen Bailey and everyone involved with the GetConquer platform.

And it does not stop there... with the direction they are heading, the sky is the limit. Conquer Entertainment certainly will not only revolutionize the music industry, but by empowering musicians with the ability to leverage technology and the massive ma network of people, affiliates, associations, and partnerships, this division, and the entire company, will make it virtually impossible for anyone involved not to profit within the entertainment industry. The only word of caution... don't be a vegetable... in other words, don't be a couch potato watching the boob tube and the world pass by. Continue to grow... continue to help others grow... remember, it's not about you, it's about who you help.

I like what Matt Still said in his interview... "I'm not in this to be a rock star." Matt is down to earth and a very humble person who comes across genuinely interested in helping others. I know, I saw him in person on a panel just a few months ago answering questions from an audience filled with people involved within the industry. He is genuine and people absolutely love and respect him! That is what is needed in the entertainment industry... real people providing real solutions to real problems. It's about staying the course... staying on course, never waver from a commitment to excellence, and always, ALWAYS, continue stretching the boundaries of growth. GetConquer anyone?

Below is an interview with two individuals who have been very instrumental in the development of Conquer Entertainment. Great insight into what makes this group of entrepreneurs tic.

The Whole is Greater than the Sum of its Parts

The great philosopher, scientist, and author, Aristotle is credited with the quote “The Whole is Greater than the Sum of its Parts”. But what does that mean? Depending on who you are talking with and the subject matter, it can have a wide range of meanings or perspectives. Working with Conquer Entertainment as a Certified Artist Developer, a position having responsibilities unlike anything within the entertainment industry, we often find it challenging for musicians to understand what is important in their career. What do we do, and how does Conquer fit into their life? The music industry has dramatically changed and as a result so must the thinking and action of the musician, as well as anyone involved within the music and entertainment industry. All too often the challenge is that service providers continue to do business as usual because for them nothing has changed; they still have to survive and it has always been off the backs of successful musicians. Unfortunately, these artists are no longer making the money they once did since profits from the sale of records and albums are a thing of the past. 

Quite a quandary this has become! How does an artist make money in order to pay all these different service providers?

So what do we have here? Unfortunately, it's what is normally referred to as a “dog eat dog” environment – but it does not have to which brings us back to Conquer Entertainment. You see, Amanda Ridinger (CEO of Conquer Entertainment) has always loved music which is why she studied music and the industry in college. Amanda surrounded herself with musicians and people associated with the entertainment industry and it was during this time she saw firsthand just how much the industry had changed through recent years and how profits from of the sale of records no longer existed for musicians. What was worse, costs for needed support and services remained and continued to rise... it was a vicious circle. And then it happened, Amanda had an epiphany… 

Rather than making money off of musicians, why not make money by helping musicians.

Pretty forward thinking and idea from someone who, at that time, had no experience in either business or the music industry however, by being surrounded by a successful entrepreneurial father, an entire entrepreneurial family, and hungry musicians, it was a natural deduction; a logical conclusion to the question why can’t musicians also make money from “their” passion. But where does it all begin? From an idea. And how do ideas transform into reality? By taking action and so Conquer Entertainment was born. 

It has been a slow process. Were mistakes made? Naturally! This was a venture, a course of action, a challenge which had never been taken, even by those within the industry who interestingly enough were best positioned to make changes given they were the professionals who knew just how the industry was changing, and why. Ironically, in talking with a few people who did have remarkable success within the industry, they admitted there were indeed significant acknowledgment and appreciation as to the challenges facing their industry, and ideas were thrown around as to what could be done however, no one could come up with ideas beneficial for musicians. It was not because of intentionally mean or despicable executives or service providers, it was simply because the mindset was stuck on what used to work. There were no fresh ideas, no one was able to think “outside the box”. So, even those having great and prosperous careers within the music industry made mistakes. With any endeavor, mistakes are just part of the process and are not in themselves bad so long as lessons are learned and built upon to create successful solutions, which was exactly Amanda’s mission.

After my weekend at a magnificent “fairytale” wedding with some very talented people, I myself had an epiphany… just what exactly did Amanda create? Wow! Has anyone really sat down and seriously thought about and fully understood the profound impact her idea could actually have on the music industry? Aristotle’s quote “The Whole is Greater than the Sum of its Parts” hit me like a ton of bricks. But how could I explain it? Then I came across a brilliant answer and through their analogy to a question What does it mean "the whole is greater than the sum of its parts"? the answer became obvious. In using the automobile as an analogy, it provided the perfect explanation to Amanda's idea, what she created, and the immense impact it will have for everyone within this industry. 

“…the 'whole' car is a combination of many 'parts,' with things like the carburetor, the fuel pump, the steering wheel, the seats, the motor, and so on being the 'parts' which work or function or interrelate together to make up the car which you drive in. You cannot take a drive somewhere with just one or a few 'parts' of the car, but you can drive somewhere in the 'whole' car... In other words, the 'parts' aren't just put together helter-skelter. Each part in and of itself has its own function, and it is the unique combination of the functions of the parts which, in turn, creates an altogether new function that didn't exist before the parts were put together, that new function being that of the 'whole.' Actually, 'organized systems' like this, wherein functions of parts interrelate together to form new functions…” (Notice the various companies whose parts were used in the making of this vehicle?)

I want to bring to your attention what I consider the operative word “function”.

It is not uncommon for service providers to sell musicians the idea they are “the vehicle” that will propel the artist to success. However, this could not be further from the truth. Service providers are a part, not the whole, as too is Conquer Entertainment – for unlike the car, these services are merely parts which should efficiently function together to make up the whole which in this analogy was the car. And, we all know a car is also described as a “Vehicle”. So, in actuality it is the entertainer or musician which is the “Vehicle” meaning it is the Musician that is the “Whole” which IS Greater than the Sum of all their Parts. What Amanda did was brilliantly put together an infrastructure and an environment allowing musicians the art of leveraging, a function never before given the musician, allotting them an opportunity which up to now never existed. An environment allowing any service provider to become parts of the Vehicle which everyone can enjoy riding to success on. It is a win-win for everyone. 

It is not just the manager, the publicist, the makeup artist, the songwriter, the promoter, the recording studio, the hair dresser, the image consultant, the endorsements, the personal branding, the fans, social media or platforms that “singularly” makes the musician successful. It’s the ability for the entertainer to effectively and efficiently integrate all of these resources into a cohesive functioning infrastructure that propels their future. And it was the brilliant brainchild of Amanda Ridinger, along with her father and a cast of literally thousands that are changing the music industry in a positive way, and not just for the musicians alone, but for everyone involved in this very “sexy” entertainment industry. How true it is that "Conquer Entertainment IS revolutionizing the way music — and all forms of entertainment — is marketed, produced and ultimately delivered to the end consumer."

Wittingly or not, Amanda embraced Aristotle theory which even transcend into the world of entertainment... 

“The Whole is Greater than the Sum of its Parts” 

Enjoy one of our Conquer Entertainers Michelle Bailey performing with the Judge Talford Band

For more information about Conquer and a list of our artist can be found on our Conquer Entertainment platform.