Artists are no longer just the musicians we see on stage. The algorithmic-fueled world of music listening and discovery continues to grow. Many artists realize that having a clearly identifiable branding may be what separates them from everyone else. Musicians are now marketers, creative directors, and storytellers — record labels be damned.
One of the best ways to do this is through aesthetic branding. Many newer artists are using social media as a “palette,” if you would, to introduce themselves and their music to the world.
Aesthetic branding allows them to have a visual identity that gives off a specific feeling and emotion. This captures the artist’s mood and the listener’s as well. No longer does an artist have to rely solely on radio or television to be heard. They can now do so from the comfort of their social media pages.
Music streaming platforms continue to move toward AI and algorithms — essentially dehumanizing the music experience. Aesthetic branding allows the artist to take control of their story in the way they desire, rather than what an algorithm may recommend.
From Sound To Strategy
“Aesthetics and storytelling go hand in hand,” independent artist Nicole Alexis explained. “Having a consistent visual identity has made it easier for people to connect with my music online. It starts telling the story before the music even plays.”
It’s worked. Alexis has over 300 thousand Instagram followers and multiple videos that have gone viral, earning millions of views on YouTube.
Her aesthetic has allowed not only her original music to be discovered, but also her cover songs to gain the attention of the artists themselves. Bands like Hoobastank, Breaking Benjamin, Dashboard Confessional, and more have all publicly complimented her on her unique renditions of their songs.
Not bad for an independent female artist who records, mixes, and produces all of her music herself.
“Visuals set the mood and give context to the emotion behind the song. This helps people understand who I am as an artist right away, so when they scroll past a video, it already feels intentional and familiar,” she further explained.
Marketing Plans and Album Rollouts
A coherent aesthetic brand allows an artist to create moments and momentum on their own. Artists don’t have to wait for traditional media to give them validation. In many ways, one could argue that music media is now far more reactionary than leading.
In recent years, mainstream artists like Olivia Rodrigo and Billie Eilish have built global followings. Not only for their music, but also for the branding around it and themselves. Both deserve credit for their hard work. Their immense success has also resulted in massive marketing budgets behind them — something emerging artists clearly don’t have the luxury of.
The good news is that newer artists and bands now have the ability to break through even without major financial backing. Artists are using effective aesthetic branding to create buzz and get people talking — which is ultimately what every artist hopes for.
In Color Uses Color to Amplify Story
Nashville-based alt-rock band In Color are a perfect example of this approach. When the band launched last year, they generated initial buzz on social media with a cryptic-style aesthetic before releasing their first song. The color coding, font choices, and overall mood attracted curious followers, who were then introduced to the music once it arrived.
“We want to be able to curate what we like when it comes to visuals and all of it. Not just the music,” In Color’s Matthew Hastings explained on The Gunz Show.
The rollout has paid off. Along with strong-sounding songs, the band has created momentum that has many within the industry paying attention. In Color is now gearing up for a headlining tour this spring that already includes sold-out shows in several cities.
“Haven’t had this much excitement and anticipation like this in quite a while,” one Instagram follower wrote on the band’s latest post which consisted of a four-second video clip promoting something set to be released in the coming days. A new song? A music video? In Color doesn’t say, but it doesn’t matter.
Their consistent branding has built loyalty among their fanbase, which continues to grow as more listeners discover their music. It’s a win-win situation that excites both the band and their fans.
“We just like to have every part of what we do be something that we like. The music creation aspect and visual process is fun, and we’re just getting started,” Hastings added.
A Necessary Component
It is increasingly difficult for artists to break out in today’s landscape. Especially with unpredictable and constantly changing streaming algorithms. That is why music media — including radio and podcasts — remains vitally important.
However, many artists now recognize branding as a necessary tool that can amplify their music. It creates a vibe and allows a story to be told on the artist’s terms. When executed properly, it can help grow a fanbase and lead to success doing what they love.
For the artists who do it authentically — without being phony — they are already ahead of the curve.
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‘Gunz’ has been a staple in the music, sports and news industry for over a decade. From his first on-air appearances on MTV and FUSE television as a teenager to broadcasting nationally with Don Imus, to most recently hosting the Vans Warped Tour on Amazon Music, he has become one of the industry’s most insightful and trusted voices. As host of idobi Radio’s ‘The Gunz Show’ (80K+ Weekly Listeners) for the last fifteen years, Gunz has built a reputation for Breaking Bands and Breaking News, including notable debut interviews from bands such as Twenty One Pilots, Cobra Starship, fun., and viral interviews with artists such as Machine Gun Kelly, All Time Low and The All American Rejects. Whether it’s hosting red carpets or exclusive sit-downs with media’s biggest names from Clive Davis to Dana White, Gunz answers not only “What” is happening, but more importantly – “Why?” for programmers, publicists, artists, entertainers and fans alike.
