The Way We (Re)Think
Artist development is dead.
There’s no one waving a magic wand, declaring “you’re now good enough.” You don’t have to wait to be picked anymore. You can pick yourself. Art and artists have never been more free. But with that freedom, comes more competition and a lot more noise. It’s not good enough to be good anymore. Now, it’s about separating from the crowd. Standing for something. Being more than music. It’s about being a brand.
That’s what we do. We’re a team of creators and storytellers that builds remarkable artist brands and extends them beyond music.
We like to describe ourselves as a post-Napster music company. We’re not adjusting or tweaking the old model to fit the new. We are the new. We’re a response to the old. We aren’t throwing out the rules of the old music business in a panic, because we never worked within them. We’re (re)thinking the music experience as a whole, and writing the new rules.
Our secret sauce is a strategy we designed called Artist Positioning. AP is based on the marketing concept, positioning (guess where we got the name), and without giving away the exact ingredients, it’s one part music, one part marketing. AP runs through and around everything we do with an artist. From defining their core values and cutting the fat of anything that falls outside of those foul poles, to identifying their competition and amplifying what separates them from it, to finding their tribe and determining ways to activate them, to laying out goals and drawing a strategic plan to meet them, to identifying aligning opportunities and going after them, to defining a clear, unique, and powerful brand and beginning to open our eyes to how to extend it beyond music.