This document discusses the need for artists and bands to develop a clear brand identity in today's fragmented music industry landscape. It notes that the industry now involves many channels of distribution and stakeholders that need to be coordinated. To stand out, an artist must have a unique and visible brand identity that describes their personality, distinguishes them from competitors, and resonates with audiences. Developing consistency across identity, difference, and relevance is key to building a strong core brand, as demonstrated through an example analysis of the band The Gossip. The document argues that without a clear brand, artists risk getting lost in the large pool of other bands.
2. 27.11.2010 Referent: Dietrich Pflüger 2
Work experience:
• Digital Concept Developer at Scholz and Friends Interac=ve
• Online Marke=ng Manager at Universal Music
• Digital & Partnership Marke=ng Manager at SonyBMG Music
Projects:
• MGMT, The Gossip, Goose, Modest Mouse, The Killers, Mando
Diao, Deichkind, Die Ärzte, Tokio Hotel, …
• Mercedes‐Benz, Boston Consul=ng Group, Saturn, The German
An=‐Cancer‐Society, Loewe, Vodafone,
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