Differentiate

There is a ton of talent in the world. Many want their share of fame and fortune in the entertainment industry. The problem is most aspiring artists are blending in with what is current and trending instead of trying to set a new standard that many will never get discovered. Even if the artist gets discovered, it may take longer than it would have if the artist would have had their own image. Once they finally have some shine based on the current trend, the next “trend” has already begun to work it’s way through the industry and the artist will again have to adjust to stay relevant.

This can be avoided by differentiation. The artist with their branding team will need to understand what sets them a part from all of the other talent in their category. What works for Justin Bieber may not work for August Alsina, even though both artists are truly talented in the R&B music industry. Lets take a quick look into how August Alsina’s image differs from Justin Bieber’s:

August Alsina

August Alsina
Photo Credit: Allhiphop.com
  • Starting posting on YouTube and following grew
  • Got into drug dealing before being discovered
  • Released other mix tapes previous before his official first release
  • One released studio featured album
  • Newer to the entertainment industry compared to Justin Bieber
  • Preparing for this first official tour

Justin Bieber

justin bieber
Photo credit: The Hollywood Reporter
  • Started posting on YouTube and following grew
  • No released mix tapes prior to first official album release
  • Four released studio albums to date
  • Has had a longevity in the music industry compared to August having finished a worldwide tour that lasted over a year
  • Got into legal trouble after speculation of drug and alcohol abuse

As you can see these two artists are very different in their careers.  August Alsina has opportunities coming his way so he can focus on to further his career.  Justin Bieber has to deal with the legal troubles from his DUI arrest in Florida and his infamous egg throwing incident to one of his California neighbors.

The media loves to report chaos and negativity for sales and website hits.  Until Bieber resolves all of his legal issues, he will continue to be followed by the paparazzi in hopes that they can catch the next chaotic thing Justin will do.  It’s unfortunate that rising talent will have to fight to get media attention for the good things that they’re trying to do but that is the way the media world works.

Outer appearance is a part of the image, along with the artist’s story.  For Justin Bieber he was a cute 15 year old with adorable hair and everyone wanted to interview him. All talk shows wanted to have Bieber perform on their shows.  An artist’s image should invite journalists and reporters to want to get to know you better.  For August Alsina you will usually see him in sunglasses.  This could prompt journalists and reporters to ask more questions as this can be seen to some people as “hiding” from the public.  Either way, it welcomes people to ask questions to get a better understanding.  Now August Alsina is more open either wearing fake glasses or not wearing any at all.

How can an artist get more media coverage about the GOOD things they are doing?  Consider hiring a publicist to help figure out how to not only set the artist a part but how to STAND OUT from the competition.  It is important to understand what image the artist will  want to portray with the media so the media can tell the artist’s story for them.

Side note: I’m doing freelance work for Elvie G PR out of Los Angeles, CA.  Are you a musician that needs public relations work? Please contact me at elviegprcassandra@aol.com to see what we can do for your brand/image!

 

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Author: Cassandra Williams

Public relations and marketing professional. Subscribe to share my journey to fulfilling my dreams as a marketing and public relations professional.

1 thought on “Differentiate”

  1. This article was simple, yet profound! Oh and very insightful from a PR’s perspective. You managed to bring out high and low points on both artists but leaving a positive imprint on both. Quite impressive in my most humble and insignificant opinion! I believe both artist owe u dinner, a hug and yes…maybe even a check for shedding some Sunshine on their promising careers! 2 thumbs up CJ, PR!! 👍👍

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