Creating Your Personal Brand
My Music Industry
• Have worked as venue manager, artist manager, media commentator, publicist,
social media manager, filmmaker, door person, roadie, tour manager/booker.
• Hold degrees in Behavioral Studies and Education, Cert IV Education & Training
• Currently teach at Music Industry College. Previously taught in England and Central
• Owned Brisbane Sounds 2006-2012 (www.brisbanesounds.com)
• Have worked in event and venue management at The Zoo Nightclub, Brisbane and
The Hammersmith Apollo, London
• Managed artists The Winnie Coopers and SEALS
• Tour managed bands internationally to Europe and UK
• Attended international music conferences in the UK and USA
• Toured and promoted international artists to Brisbane
• Developed App’s
• Maintained a database of 10,000+ on social media platforms
My Music Industry Philosophy
• The music business is brutal so be prepared.
• CARVE your own name.
• Get off your butt and make awesome stuff happen. Lemonade not
• If you’ve got a great idea. ACTION IT!
• Stay positive and keep setting goals. RADICALISE POSITIVITY!
• Get burnt, make mistakes, learn and come back stronger.
• INVEST IN YOU!
• Have impeccable time management and communication skills.
• Always be professional and respectful to whoever you meet.
• Hard honest work brings positive results.
• Network like a ninja. Your business card is your ninja star!
• Friday’s 9-1pm
• Room A4.14
• Structure (ROUGH)
9-10am: Presentation/Lecture/ Questions/ Video
10-11am: Class Activities and Group Work
11-12pm: Individual Work/ Research
12-1pm: Assessment/ Feedback
Weekly Class Activities
• Music Marketing Artist Spotlight &
• Music Brand Spotlight (Group)
• Music Distribution & Social Media Database
Assessment and Due Dates
Due Date 29th August 2013
Music Distribution Report
Due Date 25th October 2013
Music Marketing and Distribution Essay
Due Date 15TH November 2013
What is a Personal Brand
• Personal branding is the process by which we
market ourselves to others.
• A ‘personal brand’ is in many ways synonymous
with your reputation. It refers to the way other
people see you.
• Are you a genius? An expert? Are you
trustworthy? What do you represent? What do
you stand for? What ideas and notions pop up as
soon as someone hears your name?
Why create your own personal brand?
• What it really comes down to is discovering what your brand is. "This is
the most critical step. Everything else already exists--all the job boards, all
the people around the world connected by technology. The one thing that
doesn't exist that you need to solidify is how you want to position
• Many people think that personal branding is just for celebrities such as
Paris Hilton or Britney Spears, yet each and every one of us is a brand.
• We can also have just as much presence as most startups and mid-size
companies and products. Social media tools have leveled the playing
ground and have enabled us to reach incredible heights, at the cost of our
• ‘Everything Communicates’
Creating a Personal Brand Statement
1. Start with listing your key career or business attributes on a piece of paper. Once
the list is complete, take a good look at it and pick out the ones that make you
unique. These will form your unique selling points, or USPs.
1. Look at your unique values and key attributes and you should be able to develop
a 1-2 sentence brand statement, answering these three questions:
• What value you provide (what problem do you solve)
• How you do it uniquely (your USPs)
• Whom you do it for (your target audience)
1. Target your audience
2. Stay authentic
3. Make it punchy and memorable
4. Keep it reasonably short
5. It ain’t cast in iron
Why is it important to create your own
personal brand in the music industry?
• Competition in music industry is fierce, so how do you differentiate
yourself from the pack? Whether you're a job seeker or just looking
to grow professionally, creating an impressive and meaningful
brand is the best place to start.
• To stand out from the pack!
• To understand that bands are brands! Artists, venues, publishing
companies etc are businesses.
• To understand where you fit in the game
• To sell yourself and your role
15 Steps to creating your
1. Look at your personal brand as an investment. Your personal brand has the potential to last
longer than your own lifespan
2. Set goals for your public image. Because your personal brand is built from the thoughts and
words and reactions of other people, it’s shaped by how you present yourself publicly. This is
something that you have control over. You can decide how you would like people to see you and
then work on publicly being that image.
How would you like potential customers/clients to think of you?
What you’re ‘about’. Think about the key ideas you would want people to associate with you.
Expertise. Every good brand involves the notion of expertise.
Your style. This is not so much what you communicate about yourself, but rather, how you do it.
2. Create a memorable brand name.
3. Capture your online turf/ Build out your social profiles
Buy the domain name that corresponds to your brand name and secure the Facebook page,
Twitter account, Google+ account as well. If you find that your brand name is already "owned"
create a different brand name.
15 Steps to creating your
4. Build a website for your domain name.
5. Set up automatic updating.
To reduce the busywork of all those different social media platforms, set
up an application that allows you to simultaneous post to all of them.
6. hare and create useful content on a regular basis.
Don't try to be a full-time blogger. Instead share "helpful tips relating to the
products [you] sell, relevant news, and personal updates that build emotional
connection and convey positive character
7. Get feedback from people you trust.
Setting up a "board of directors"--a few trusted colleagues who can assess your
ongoing efforts and act as an informal sounding board.
15 Steps to creating your
8. Be authentic, even a bit risky.
9. Keep your brand fresh.
No matter how good your content is, you'll risk seeming stale and repetitive if you
don’t continue adding new elements to your brand.
10. Continue learning and updating your knowledge, especially if your
expertise is based around the online world.
The web changes drastically from month to month. If you were an ‘expert’ two
years ago but have since stopped learning and challenging yourself, you’re not an
11. Get people talking.
Think about your personal brand each time you interact with someone - or don’t
interact with someone. What impression are you leaving them with? Try to build
relationships with as many people as possible.
15 Steps to creating your
12. Figure out what you do best and what you are known for
"What are the top one or two selling points that make you unique?
13. Figure out how it's relevant to your industry
"People are looking for specialists not generalists when recruiting and promoting now. If you can
become the best at what you do you will become sought after," says Schawbel.
Once you've got a handle on the one or two things that you do best you have to relate how that is
important to potential employers.
You have to know what your value is and try and build a story around that narrative that shows
potential employers why they need you.
14. Help people understand why they need your services
15. Make sure every interaction leaves them feeling like you have lived up to your
16. Keep your personal brand and your personal life separate
• Dorie Clark, author of Reinventing You, outlines a systematic approach for branding yourself and
shares these actionable tips:
1. Conduct a personal 360 interview to identify how you're perceived — what do people really think
2. Discover who you want to emulate, and establish a broad-based personal board of directors who
can serve as ongoing advisers
3. Leverage your experience, and determine points of differentiation and transferrable skills.
4. Test-drive new possibilities by volunteering, job shadowing and joining boards while you plot
your next move.
5. Craft a narrative that make sense and threads where you were, where you are, and where you're
6. Create content that showcases your expertise.
Your Personal Brand
Start to answer the following questions to map out your
1. What are your skills?
2. What are your weaknesses?
3. What experience do you have? Employment/Life?
4. How would people describe you? How would you
5. What are your goals in the music industry? How will
you aciheive these?
Personal Brand Activities
• Complete GOOD.CO to look at personality
types for business
• View the skills/traits to map out your own
• Start a LinkedIn Profile (www.linkedIn.com)
• Resume/CV (Great examples)
Iconic Music Industry Brands
The Rolling Stones
• The Rolling Stones
• 50+ years of touring and music
• Strong image from logo, font, clothing to set
design and iconic LP cover art
• Why is this brand effective?
• What is another iconic music industry brand
you can think of?
Research of Music
• Start to collate all the music distribution and
marketing sites you can think of and add them
to the forum under the current post ‘Music
Distribution and Marketing Sites’
• Forms part of assessment
Music Marketing Artist Case Studies
Beck Sheet Music
• Artist Profile:
• Geographical Location:
• The Product/Service:
• How is it marketed/promoted:
• Why it works: