Building a Freelance Career in the Classical Music Industry

Photo credit: Rures on Flickr

Following on from my last post on Building Image, once you have completed the suggested excises, you should have a good idea as to who you are and how you want to present yourself to your future adoring public.

Perhaps you see yourself as an aspiring classical music sex symbol, a romantic Bohemian traveler or contemporary superstar. Whatever the case, I’m sorry to bring you down to earth with a bump but in the final analysis, in regards to creating a unique, memorable brand, take a quantum leap sideways for one moment and consider yourself as a box of washing up powder.

Why do people buy a well-known make as opposed to a cheaper supermarket brand even though the contents are often manufactured by the same company and the results identical?

What is “Brand”?

Wikipedia concisely defines brand as “a name, sign, symbol, slogan or anything used to identify and distinguish a specific product, service, or business.”

To expand on that in plain English – a brand should express a complete package which includes any sort of visual representation, characteristics, experiences – performances, press, on-line, off-line – and associations. Note that “characteristics” should include a unique selling point – that unique something that sets it apart from similar offerings.

It’s well known in marketing that clients are more likely to purchase from brands they know and trust. Parting punters from their hard earned cash to attend a recital or buy your CD is no different. I’ll write more on this subject when I discuss social media.

In the classical music world at present, the “A-Listers” have the power to attract large audiences and receive all the plum jobs, as opposed to you, who struggle to fill a church hall and exist regularly on packets of pasta in order to survive.

A brief search on the tag word “clarinet” in Facebook reveals for my own field as a classical clarinetist, there are 552 profiles, 500+ pages and 500+ groups so I had to come up with a brand idea which I hoped offered something radically different from the norm in order to attract attention.

I’m still in no way satisfied with initial 5 month results from launch! Remember that branding is often about evolution from initial concept and it’s rare without professional help to get it right first time. Be patient with yourself.

Many musicians ask “What is the difference between image and brand?” If image is essentially a reflection of you as a person and musician – how people feel emotionally when they meet you or hear you play – then brand is all about establishing an identity.

Are Image and Brand Individually Exclusive?

Sometimes but not always.

If you’re an advocate for authenticity like me, image and brand is more or less identical. I personally can’t see the point of marketing something that is not a genuine reflection of the person behind the music whether for good or for ill. On the other hand, I know of many groups and individuals that have made a far more lucrative living out of separating image and brand. Only you can make the decision as to which you feel most comfortable. If you’re aiming at a young, hip audience who have little formal education, you are unlikely to gain ground in building a brand which appeals to the over 50s.

Where to Start in Creating Your Own Brand

• First decide whether you’re jumping on the WYSIWYG (“What You See is What You Get” for those of you too young to remember that epoch in IT history) bandwagon or not

• Think about the types of audience you want to attract – what type of concepts will appeal to them? This is absolutely key

• Research the meaning of colours – this will come in useful with web site design. You might love pink but what does that colour communicate to everybody else?

• List your strengths

• Consider what you have to offer that sets you apart from other musicians who play the same instrument

To Logo or Not to Logo

Do consider one – so few classical musicians have bothered, even the big names. A logo with a strap line – memorable phrase – is even better and more likely to be remembered. If you’re seriously thinking about using a logo, my advice is to seek out a good web site designer. These guys really are worth their weight in gold and I certainly don’t regret the money I invested in mine.

Photo credit: Rures on Flickr. Thanks!