Chapter 3: Brand You
Click on the tabs below to view the content for each section.
In this chapter, you will examine the historic evolution of today’s music artists and how they are increasingly being referred to as brands, with significant market value beyond the tradition of pure musical creation and performance.
Post-war youth culture
The four core elements of an artistic product
Economies of scale
Direct distribution marketing
‘Clicks’ over ‘bricks’
Multiple rights deal
Elements of an artist’s personal music brand
Fueled By Ramen