A Living, Breathing Case Study of a DIY Artist: Part Six – The First 3 Questions of Artist Positioning

Welcome to Part 6 of an ongoing, immediate experiment. For the last 4 weeks, and over the next 12, we’ll learn together as I (Secrets in Stereo) write, record, promote, and release my new album.

In Part 1, we got to know each other. I introduced myself and let you in on my motivation and goals for this project. InPart 2, I gave you 3 things that have allowed me to quit my day job. In Part 3, I gave you 5 things Music Supervisors want from you and your music.  In Part 4, I told you 5 things I wish someone would have told me before I signed that contract with the licensing company. Last week, the 5 rules to follow when trying to get your music to Music Supervisors. This week, I’m going to pull from an article I wrote a while back, and look at the first 3 questions of Artist Positioning.

What is Artist Positioning?  Over here at Sorted Noise, we’ve been getting that question a lot lately.

Simply put… Artist Positioning is discovering what separates an artist from their competition, then utilizing that unique identity to be memorable to a potential fan.

But, let’s look a little deeper at how Artist Positioning came to be.

This idea of “positioning” itself is a marketing concept developed by Jack Trout and Al Ries. Sorted Noise believes this can be applied to the music industry as well. Also, It’s important to note the difference between “positioning” and “branding.” “Branding” starts with the artist, and asks… “What do I want to be?.” It’s inward looking. “Positioning” starts by evaluating the artist’s competition and the artist’s potential fans, and asks… “What void in the marketplace can I fill?” It’s outward looking.

We developed the practice of Artist Positioning because of two key shifts in music industry…

1. The shift labels made away from developing artists (less development)

2. The shift in quanity of the artists in the marketplace due to the internet (more artists)

Think about this… Five years ago, how many bands or artists were you introduced to on a daily basis? And, now, with Myspace, Facebook, the viral word-of-mouth power of Twitter, how many are you introduced to daily? I would guess a few more than five years ago. Artists might only get one shot to find a “position” in a potential fan’s mind. And, only the artists with a clear, unique identity are going to claim that position.

The journey of discovering this identity and message begins with the artist asking themselves 3 simple (but incredibly difficult) questions:

1. Who do you get compared to? (That’s your competition)
2. What are some common characteristics of that group? (That’s the identity of your marketplace)
3. What characteristics do you have that they don’t? (These are the “weapons” that will determine your Position)

How about a real life example…

Let’s take Katy Perry. Great songs. Great performer. Great looking. But, what’s her position?

Controversial.

Think about it. Her first single was released on a limited basis to blogs in an attempt to get people talking on the web. It was called “Ur So Gay.” And, her first mainstream radio single? …”I Kissed a Girl.” Pick up a magazine or watch an interview with Miz Perry. There is one constant in every piece… controversial comments. And don’t be fooled. This is a calculated move. Don’t forget. She was a clean cut Christian artist in Nashville named Katy Hudson just a few short years ago. “Controversial” is Katy Perry’s brand. Her unique identity. Her position. And, it’s the reason she will be around for a long time.

Now, let’s take a look at Howie Day. In the Spring of 2004, he had a Top Ten hit called “Collide,” He was red hot. An amazing performer, amazing songwriter, and the ladies loved him as well. The sky was the limit. He was right where he (and his label) wanted him to be. Now, here’s a question… what was his second single called? Anybody? I’ll give you a second… Don’t you go googling!

So, what went wrong? Well, having great songs and being a great performer aren’t positions. There are too many of each. It’s all about unique identity. What was Howie Day’s? I would argue nothing. Don’t get me wrong… he has a very nice track record. But, we are talking about his ability to grab a position in the Top 40 fan’s mind, and hunker down for the long haul. That was his and his label’s goal. That’s why they pushed the single to Top 40 radio in the first place.

In the end, the song became his position. This happens a lot. You might recognize it as its more dubious title, “One Hit Wonder.” Howie didn’t have a memorable enough brand, and he was just visiting that potential fan’s mind.

Sorted Noise guides the artist from day 1 on the journey to find this identity that is so crucial to longevity and success. Once that identity is discovered, it determines all that follows. What TV show’s audience would best connect with this song? Should the artist release an EP or full length album? Should the album be released digitally or on vinyl. What social media sites should the artist concentrate on? What web designer can best capture the artist’s identity? What labels should we connect the artist with?

Bottom line… the old school way of doing things isn’t working anymore.

The future is targeted. The future is a clear identity. The future is Artist Positioning.

Next week, we’ll take a closer look at one of the most blatant, real life examples of Artist Positioning out there right now.  She also just so happens to be one of the most successful artists out right now as well.  Go figure.

Josh

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