For many artists having a brand is just standing for something. The most common fallacy that most independent artists don’t equate themselves with big global brands like Verizon, Sony, Wal-Mart, Monster Energy, MGM, Southwest Airlines, and so many other successful brands. An artist is a brand. Artists need to stand for something. Everything an artist believes thinks, wears, relationships, and the music he or she makes is all about of the brand. Part of being a successful artist is learning how to manage the brand image, otherwise known as brand management. Over the years in the music industry, I have seen artists improve their stock value based on how they monitor and develop their brand image. An artist’s successful brand image has a direct correlation to the increase in digital and physical record sales. Labels, majors, publicists, magazines, promoters, and marketing personal search for the artists that have tighten and strengthen their brand and have managed it well to create a positive leverage on the overall scope of their brand.

According to Nielsen Soundscan reports, “Music is the universal language that fans speak fluently. In fact, a recent Nielsen study found that 40 percent of U.S. consumers—those classified as fans—are responsible for 75 percent of music spending. These fans, who spend between $20 billion and $26 billion on music each year, could spend an additional $450 million to $2.6 billion annually if they had the opportunity to snag behind-the-scenes access to the artists along with exclusive content” (Nielsen Soundscan, 2013). The amount of money being spent on music is astounding, but consumers have it to spend on the brands and artists that cultivate their image and following. According to American Monster Guild’s CEO Devon Brabham, “artists should pay close and careful attention and allocate the necessary resources to developing a successful and positive brand image, in order to streamline their music career”.