Mistake Number One: Distregarding Ones Image.
In the 1970's there was a saying that, "Image is everything". Nothing could be more true in Music Marketing today. This may be the reason why the OHIO PLAYERS (Album Cover pictured left) used sexy women on their Album Cover Art.Artist or Bands who fail to keep a consistent image will find less fan's, get less (if any) free publicity, and will sell fewer units.
In fact, the OHIO PLAYERS rarely ever appeared on their album overs. Yes, one of the greatest Funk Bands of all time had the marketing smarts to use sexy women on their Album Covers.
I was on a plane flight from Phoenix, Arizona to Orlando, Florida this summer. I was already aboard the plane when five men (about my age) boarded. Everyone else (including me) were greeted with the standard "welcome aboard". But these five guys were treated like Rock Stars. The Stewardess asked to take pictures with them, and they even got upgraded to the best seats as soon as all the passengers were seated.
What made these guys appear to be Rock Stars? They weren't handsome my any means, but they all had their hair done. A couple of them had beards trimmed in unique ways and they all had tattoos covering their arms. They looked like Rockers.
On the other-hand, I've seen other artist (like life Jennings) who've, in my opinion, come to Radio Station meet in greets looking like they were awakened in the middle of the night by the police to take a mugshot. Fan's who were excited to meet the artists were not impressed.
I've even heard fan's say to the artist, "you don't look anything like I imagined you would". What those fans were saying is, you don't look like a superstar.
Mistake Number Two: Lack of differentation.
A saying popular in marketing goes something like this, "difference makes a difference". What that means is, in a sea of sameness, sticking out creates more attention and awareness. Many artists look and sound like other well established artist. This tragedy of copy-catting imaging jumps Genre's. One can see evidence of this in Country and Hip-Hop and Rock Genres especially.
"Every artist or band must have a Unique Selling Position 'USP' ".
Without a USP, Fan's won't even notice that the artist or band even exists. Every artist must ask themselves, "what is my unique selling position"? Where do I fit in? An artist or band must get in where they fit in; or give up their hope for success in today's music biz.
Mistake Number Three, Ignoring Undesirable Aspects.
If you've ever watched American Idol from the start of the season, you'll notice that something transformative happens. If you haven't let's take Clay Aiken as an example. The video below features Clays' first Audition, in Atlanta GA.
Clay was not a good looking guy. He wasn't hideous, but he wasn't handsome - at all. His hair was a mess, and his clothes looked messy. Simon Cowell said, "you don't look like a Pop Star, but you've got a great voice." Clay said, "I think we should let America decide. And they did. They selected the Teddy-Bear of R&B, Ruben Studdard.
Why did American Idol Fan's pick Ruben over Clay? It boils down to image. Ruben had more of an acceptable image. Sure Ruben was overweight, but he looked better than Clay.
For the record, I detest the fact's that I've laid out today. But the truth is, they are facts that no Music Marketer, Artist, Band or Record Label can afford to ignore. Image is everything. Differentation matters, and undesirable qualities if not improved can damage one success in today's (fickle) Music Biz.
Click Here to Discover the Secrets of Success in Today's Music Business. Or log onto www.simbiz.info.
