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4:41 pm
November 15, 2017
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QuoteHey John-
I'm brand new, excited to be here, and just getting my feet wet.
1) How's this for a USP to guide the process?
A Canadian singer-songwriter based in NYC who deals in soulful, cinematic electro-pop that straddles indie cool and classic songwriting. Features vibey, angst-tinged vocals and textured atmospherics.
2) I'm flirting with the idea of creating an artist/ project name going forward. I like the idea of a fresh start as my new stuff is a step forward from the older. I also think it'd be valuable to have some separation from my day-to-day name. I haven't found something I love yet. Can I move forward and change things retroactively if/when I settle on a name I like?
3) My older recordings are under my actual name. Do you think it's confusing to sell new stuff under an artist name and old stuff under my name?
Thanks! And thanks for doing what you do:-)
Matt
8:50 pm
June 7, 2011
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Hi Matt,
1. While I think your USP reads well, I don't know that it does a lot to really get to the core of what really sets you apart and ultimately, what the music is really like. It reads like a review, but ironically doesn't fill my head with a lot of real understanding of what your actual brand is all about. I hope that makes sense. Here is an article I wrote for MMM members that I think might help: http://www.musicmarketingmanif.....-any-good/
2. While you could change your name later, so much of what you are doing is brand building, and as such, I think it would be much harder, and a little counter productive, to change it later.
3. It could be, but I think it just boils down to how you present it. For example, you could position an upsell as "get all of my solo albums for just $19.99" or whatever made sense. I realize that you are still an artist who is essentially solo, but by using a band name you are altering that impression, so that kind of positioning might make it seem interesting rather than confusing. But there are likely a lot of ways you could go about it. However, I do think it is important that your brand be easy to understand and simple to digest instantly.
Hope that helps.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
4:37 pm
November 15, 2017
OfflineHey John-
Thanks so much for the quick reply. All very helpful! Thanks. Is this better?
A Montreal-born, NYC-based artist featuring dreamy, angst-tinged vocals over distorted organs and dry 70s drumbeats. A blend of modern indie cool and brooding early 80's new wave.
2:27 am
June 7, 2011
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Hey Matt,
So sorry for the slow reply.
I think it's better, but I still don't think there is much in there that is really reflective about how others would likely describe your music to their friends. And that is what we are ultimately looking for in a USP. I think "distorted organs" is really the one unique thing. That paints a picture that is different from other music out there.
Remember that this is a unique selling proposition. It's not something you will use in your marketing, so you don't need to impress anyone with an eloquent turns of of a phrase or exciting adjectives. You just need to tell me how you are different from other music in a way that will appeal to me as a member of your target audience. But the real reason we do the USP exercise is so that you are clear on what it is that you are selling. Once you know what you are selling, you know who to target.
Does that make sense? I guess my advice would be to think simpler.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
3:38 pm
November 15, 2017
OfflineThanks John. Yeah makes sense for sure. Gonna digest that for a minute.
Not sure if you're eating a turkey down in New Zealand but either way wishing you a Happy Thanksgiving:-)
Matt
6:27 pm
June 7, 2011
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Thanks Matt. Happy Thanksgiving to you as well 🙂
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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