Building a unique and sustainable artist brand
Kriikkula, Aino (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025053018589
https://urn.fi/URN:NBN:fi:amk-2025053018589
Tiivistelmä
This thesis explores how music artists can build a unique and sustainable personal brand to support their artistic career in the competitive music industry, and it aims to create an initial brand strategy for the case artist AE to utilise in the first steps of her career.
The theoretical framework investigated long-term consistent and cohesive brand building, necessary research, visual elements, authenticity, and how to utilise different strategies. The writer aimed to conclude the findings into an Artist Branding Onion model she created based on the theory. The bench-marking research observed three current pop artists to discover their consistent branding practices, which have contributed to their success and made them unique.
The initial branding strategy for AE was based on the theoretical framework and benchmarking research by utilising the Artist Branding Onion model that the writer created. Concluding the findings, AE must be consistent with her actions, and boldly embrace her unique features, and message to stand out in the oversaturated industry.
The recommendations were for AE and other emerging artists to find their voice, message, and vision in music, trust in them, and stay consistent. It was also suggested that they use different methods, like the Artist Branding Onion model, to explore their own artistry. Another suggestion was, that in the future, AE use this branding strategy to introduce herself to possible collaborators or a label and create an aligned marketing strategy for her future releases.
The theoretical framework investigated long-term consistent and cohesive brand building, necessary research, visual elements, authenticity, and how to utilise different strategies. The writer aimed to conclude the findings into an Artist Branding Onion model she created based on the theory. The bench-marking research observed three current pop artists to discover their consistent branding practices, which have contributed to their success and made them unique.
The initial branding strategy for AE was based on the theoretical framework and benchmarking research by utilising the Artist Branding Onion model that the writer created. Concluding the findings, AE must be consistent with her actions, and boldly embrace her unique features, and message to stand out in the oversaturated industry.
The recommendations were for AE and other emerging artists to find their voice, message, and vision in music, trust in them, and stay consistent. It was also suggested that they use different methods, like the Artist Branding Onion model, to explore their own artistry. Another suggestion was, that in the future, AE use this branding strategy to introduce herself to possible collaborators or a label and create an aligned marketing strategy for her future releases.