Achieve Mainstream Appeal By Using A Complex, Innovative Approach

Topic: Achieve Mainstream Appeal By Using A Complex, Innovative Approach

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‘Real Talk’ with Big G and JuLā DuCré;
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Remarks:

Raise your standards. Our talents are entrusted to us, like a master putting money into the care of his servants. We are stewards of our wealth, and I define wealth very loosely here, well beyond material possessions.

Discussion Begins:

One of the greatest assets to have as an artist is the ability to connect with the listener. That means everything must connect (your music, your lyrics and your brand) which all lead up to your telling not just “a story,” but giving birth to “your” story… Your life! When an artist draws in stories which are so personal and unique people can relate, understand and receive the message.

Whether you are describing the place where your loved one was murdered or the birth of your first child, your lyrics should be vivid with an intimate description of your own life experiences. There’s always something that could apply to any one of us in our lives. Therefore, your lyrics, music and brand should invite us in with your words, into your world, in a masterful way allowing us to share your vision, taking us to a familiar place.

Rules of Engagement

There must be intrigue from the start. It’s okay to put out An EP (short for extended play) which is a musical recording which contains more music than a single, but is too short to qualify as a full album or LP, solidifying yourself as the newest hometown hero. Create a strong local fan base. In fact, put together a Street Team which is a group of people who ‘hit the streets’ promoting an event or a product.’ This group of people can help you get the word out very quickly in terms of where you are playing next and where people can buy your merchandise, etc. Having a Street Team is a great marketing tool!

I highly recommend that you put out an EP, essentially full of critic-proof bangers from the “Braggadocios” to “Backseat Freestyle” to the “Heavy-hitting” to the club-ready with a brilliant mind capable of reaching millions. If you are a rapper, how about concocting the perfect rap verse? Think outside of the box. On one of Kendrick Lamar’s album’s the 2012 Good Kid M.A.A.D. City, the most popular song, “Swimming Pools (Drank),” there’s a section where Lamar’s conscience is speaking to him in a hazy, pitched-up voice:

Okay, now open your mind up and listen to me, Kendrick I am your conscience, if you do not hear me then you will be history, Kendrick.

It’s a brilliant use of vocal effects, displaying a call and response conversation with his voice of reason as it sinks into the sludge of intoxication. In fact, Lamar wrote “Swimming Pools (Drank)” to describe his own tribulations with alcohol and substance abuse. Yet, for most listeners who are engaging with and dancing to the song in a loud club setting, it’s simply an ode to drinking and getting high.

Now, let’s switch for a minute and talk about ‘Turning it up a notch or 10.’ Change the trajectory of your genre of music. It doesn’t matter if you’re into Hip-Hop, R&B, Jazz, Blues, Rock, Country, etc. Do not be afraid to challenge the status quo by honoring the past, and reaching forward to the future.

Learn how to deviate from the past and knowing just how to please your audience (the world) with the familiar and challenge us with the unknown. Don’t be afraid to challenge the listener and delve into complex artistic expression and musical stratospheres that commercial radio wouldn’t touch with a 10-foot pole.

The late-iconic Prince Rogers Nelson was able to masterfully mesmerize (spellbound) us with his complex artistic expressions and eclectic taste trailblazing in music setting the bar so very high… to the outer limits. Do you recall “Prince’s “The Vault” Just imagine what they will find?

Learn how to build a great brand and why consistency matters.

Every company has a brand, whether they make it a priority or not. Simply defined, a brand is what people think about you – the impressions they have when hearing or seeing your name. In most cases your brand is reflected initially in your logo mark, and then supported by your messaging. These experiences influence attitudes and opinions about your company, nonprofit, school, product, service, etc.

A good brand is built over time and requires thought, strategy and consistent implementation. I’m going to assume you have a “good” brand, or at least the beginnings of one. But hopefully you want more than just a good brand. Let’s take a look at a great one.

Coca-Cola

In 2010, Coca-Cola spent $2.9 billion on advertising. By 2013, with a budget of $3.3 billion, their CEO began laying plans to increase that amount to $4.3 billion by 2016.

He called it “Brand Building Initiatives”

From the name to the logo, from the product to the messaging, everyone knows Coca-Cola. It has been said that “Coca-Cola” is one of the most widely recognized terms worldwide, eclipsed only by the word “okay.”

Interestingly, their logo has remained largely unchanged since the 1900s. The script font and classic red are recognizable all over the world, even when displayed in different languages. Even with a massive ad budget, the sheer scale of this branding phenomenon would be unsustainable without an unwavering commitment to consistency.

For Coca-Cola maintaining “brand consistency” is a strategic commitment that is in many ways just as vital to their success as their secret formula. In fact, exporting their messaging is so important to Coke that they spend more on branding annually than Apple and Microsoft combined – all so we, the consumers, will prefer their brand. This consistency extends across every medium, advertisement, package, bottle and aluminum can.

Does consistency matter to you and your brand?

1. Don’t change the formula.
2. Don’t change the brand.

Here are a few insights to get you started:

1. As you evaluate your brand – your logo, you’re messaging and your reputation – ask yourself this question, “What can you learn from Coke’s commitment to consistency?”
2. Consistency helps you manage perceptions. By thinking carefully and deliberately about your brand you can shape how people perceive your organization. Consistency connotes professionalism, purpose and stability.
3. Consistency conveys your outlook and attitude. A focused effort to establish and maintain consistent branding will deliver a very specific set of impressions: Are you serious? Are you intentional? Do you follow through? Are you focused?
4. Consistency eliminates issues surrounding brand confusion. For many companies, their branding is actually more of a hindrance than a help. A consistent brand should instill confidence rather than engender confusion.
5. Consistency protects your investment. Without established brand standards, many organizations spend thousands of dollars crafting a logo and building a message, only to have it degraded by inconsistent, sloppy application. Build equity in your brand by being consistent.
6. Consistency builds upon previous successes. No one has to guess, “I wonder what this Coca-Cola will taste like?

“We’re going to do a little exercise. Grab yourself paper and pen. E-mail: biggartistsccr@gmail.com;

I want to see for myself how well their investment in branding was paying off. The results I’m sure will be interesting. I will share your names with the people who are listening to our live radio stream or watching on Get BIGGAA TV.

“Draw the Coca-Cola logo,” as best you can from memory. Take a picture with your cellphone and e-mail it to me.

Bear in mind your brand is not for everyone. It’s intended to be effective with only a specific segment of the market. These are the people who value what your organization does, makes, delivers, etc. These people will sit up and take notice of organizations that value consistency. They care about the promises your brand makes to them. They make buying decisions everyday based on their perceptions of brand quality. For these reasons and more, it’s easy to correlate the significance of brand consistency.

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