When people ask us what the most important component is to succeed in the music world, they usually expect us to tell them that they should become better musicians or improve in areas such as music production, sound design, mixing, or mastering.

Generally, it is understood that success in the music industry can be intrinsically linked to making good music. However, despite this being true, my usual response often leaves them very confused and intrigued: what matters most is your artistic identity above the quality of the music.

Believe it or not! While making good music is indeed important for success in music, nothing sells your music better than a very clear artistic image and intention, closely linked to your sonic identity. This synergy between good musical quality and identity is the true key to connecting with your fandom and ensuring its quality, as your intention is clear, and they will fully support and understand it. It will make that connection. Here's 6 Steps for a Perfect Artist Visual Identity:

UNDERSTANDING ARTIST IDENTITY

Artist identity refers to the unique combination of characteristics, influences, and creative choices that distinguish an individual artist's work from others. It surrounds the artist's unique style, thematic preferences, cultural influences, personal experiences, and artistic philosophy. It’s not just about the final product that the artist sells, but also about the underlying meaning, purpose, and message brought through the artist's work. It serves as the foundation upon which an artist builds their creative expression and establishes a recognisable presence in the music world.

Artist identity plays a crucial role in both the creative process and career development, as it serves as a guiding force in the creative process, providing a visual and sonic framework for decision-making and artistic exploration. By understanding their unique identity, artists can make intentional choices about style, visuals, and music making, resulting in work that 100% reflects their vision and voice. Embracing the artist identity allows you to tap into your creative potential and produce meaningful and impactful music.

As for your career development, we live in a very competitive industry, this being said establishing a distinct artist identity is essential for standing out and building a loyal audience. It basically allows brand recognition and deepens connections with fans, labels, curators, managers, booking agents and other industry professionals. Additionally, a clear artistic identity enables artists to develop a cohesive body of work that resonates with their target audience, leading to increased visibility, opportunities for collaboration, and long-term success in their artistic careers - its your legacy to the world.

“Both art and the artist lack identity and define themselves only through their encounter with each other. ” - Harold Rosenberg

SHAPING YOUR VOICE: FIND YOUR SOUND

As you embark on establishing your artist identity, it's tempting to prioritise visuals. After all, we initially perceive the world through our eyes. However, the heart of your brand lies in your music – your product. Therefore, let's dive into crafting your sound identity.

In the music production world there’s millions of ways to approach music making: we’ve got countless real and virtual instruments, hardware and software synths and effects, but we also have countless ways to use them. It's literally a boat in the sea. So that’s why it is absolutely key to narrow down your options and techniques in order to make your desired sound and music.

In my opinion, there’s 3 key points for when looking to develop your own voice:

1 - Active Listening

Active listening simply means listening as the primary activity, and it's an important skill to develop. Rather than using music as the background for another activity, try listening without doing anything else. This requires time, quiet, and focus, which are skills you need for your own production work anyway.

By actively listening focusing on each of the following elements, you'll gain insight into the nuances of your desired genre. This understanding will help tremendously to craft your own unique sound. When doing Active Listening, you should look for these different points:

· Instruments: Listen closely to the instrumentation and identify which instruments are being used, which type of instruments, even brands or models (more important than it seems). Most of the time this information is key as every instrument and model has its own sound and characteristic and most of the time this defines the genre as well.

· Effects: Notice signature effects. Is it the reverb on vocals or the delay on guitars that adds flair? Identify common effects that define the genre.

· Sound Production: Explore the role of mixing and mastering. Does the genre prioritise a particular sonic aesthetic? Discover the techniques that set it apart.

· Composition: Analyse musical elements such as key, tempo, and chord progressions. Is there a common structure or preferred tonality? Understanding these patterns lays the foundation for your own compositions.

· Mood: Delve into the emotional landscape of the genre. Is it characterised by a chill vibe, energetic drive, or romantic allure? Understand the mood that resonates with the audience and why it's integral to the genre's appeal.

2 - Research Your Influences:

Explore the creative content shared by artists who inspire you in music production. Many artists provide insights into their creative process, equipment, and studio setups through interviews, photos, and social media posts. By deepening into their approach and the tools they use, you'll find valuable insights and understand the reasoning behind their choices. When you analyse multiple artists within your genre, you start to develop a comprehensive understanding of the sonic landscape you wish to dwell in.

3 - Remake Your Favourites:

Once you've absorbed knowledge from your research and gained experience in music and sound production, challenge yourself by remaking your favourite songs and sounds. This demanding yet immensely rewarding exercise enables you to closely examine the intricate details of your influences' soundscapes. It helps you to explore new approaches on sound design and music production. Through this process, you'll develop techniques to recreate specific sounds, honing your skills and expanding your creative repertoire significantly.

ARTIST ALIAS: HOW TO BE REMEMBERED

Your alias as an artist is one of the most (if not the most) important aspects to consider when you’re creating your artist identity. It’s closely linked to how you will be remembered in the collective consciousness. It will be linked to your persona forever, it’s a timeless mark, and will define your creative decisions forever. it’s like a tattoo that you will hold on your skin forever, its significance transcends mere words, as it is intended to encapsulate the very essence of your artist being and serves as a tribute to the legacy you seek to leave behind your work, so choosing wisely and responsibly will define your success or failure moving forward.

keys to find a name:

this way, when you’re referring to this artist to someone else that might be familiar, you could easily put them in context and be in the same page, as it’s easy to remember and spell, but also the way it’s written is so unique that goes unnoticed on search engines, having a great potential to claim it’s own space in SEO and search engines, being able to have a Google Knowledge Panel and position itself in the first pages of search with blog posts, main profiles (DSPs profiles and social media profiles). As an example, if we look at ‘Mind Design’ on google, we will get this amount of searches:

That is absolutely 0 chance for a common person to find his work, that’s more than 1B searches! In contrast, having a very unique variation of the name such as ‘Mndsgn’, he manage to get this amount of searches:

As you can see, the search is only at 244k, which is an optimal number to look for when you’re creating a name, as you know it’s not a very findable name and that you could easily take over any result coming from it. In Mndsgn's case, he could be easily able to promote and claim its own space as his, so it’s recognizable when someone searches for his name.

One crucial step after selecting your stage name is to check for any existing artists using the same name. This ensures that your music will be the primary result in people's searches. Many artists overlook this step, but it's vital for establishing your unique identity in the music scene. If another artist with the same name is active and has a substantial following, it can be challenging for you to stand out. Search engines prioritize relevance and engagement, so if the existing artist is frequently searched, they'll have an advantage over your new project until you surpass their engagement rate. This can confuse and distract potential fans. Therefore, strive to choose a name that is as unique as possible to avoid such complications.

Additionally, for added security, it's advisable to check trademark databases, especially those in Europe and the US. Websites like the United States Patent and Trademark Office (USPTO) provide searchable databases (https://tmsearch.uspto.gov/search/search-information) where you can verify if your chosen name is already registered within the music industry. While the same name may be registered in different fields (e.g., clothing brands), it's essential to ensure it's not already taken within the music domain. This thorough approach guarantees that your chosen name is truly unique and legally yours within your chosen field.

“To be yourself in a world that is constantly trying to make you something else is the greatest accomplishment.” - Ralph Waldo Emerson

STATEMENT OF INTENT: THE 'SKELETON'

Once you've settled on your stage name and confirmed its availability across digital platforms, the next step is to draft a Statement of Intent. This document outlines key details about your artistic direction, serving as a foundation for your project. It covers aspects such as musical style, influences, visual identity, band members, and the overall sound you aim to achieve. Think of it as a skeleton that will guide your decisions moving forward.

This form allows you to organise and articulate your thoughts, helping you to clarify the core elements of your new project. By filling out this form gradually, you'll be prompted to delve deeper into your project's vision, providing you with a clearer understanding of its essence, being able to make further decisions and feel inspired to work to make it all happen in real life.

I’ll briefly explain all the fields from this form so you have a clear idea on how to create it for you project:

· Stage Name: here you should write your name exactly as you want it to be shown online and everywhere. Take into consideration the lower and upper cases characters and everything that composes your name exactly as they should be displayed. It is also recommended to write the pronunciation in parentheses if the pronunciation is key for your identity as well.

· Members/Composers: in this field you should write the legal name of the member(s) of the composing team. Whether if it’s only you or if it’s 2+ people, you should write all the legal names of the members, this way you’re ensuring the credit for all the people involved in the project from the beginning, and this information will help you further when working in the business side of music (publishing, contracts, credits, so on!)

· Genre(s): In this field you will describe the genre(s) your project will lean into when making and promoting your music. This will help you to classify your music into a community, find similar artists, seek for a community of the genre that help to position your music and fit into a certain style of music. The genre defines your project - it’s the heart of your project!

· Pinterest Board (Visual Identity): In this field make sure to add the direct link to your Pinterest Visual Identity Inspiration board, which we will further develop in the next chapter.

· Influences: here you will mention the name of other artists that may inspire your sound and music moving forward.

· Sounds/instruments: one of the aspects that makes an artist identity remarkable is the product itself, and in music it it closely linked to the sound/instrument selection. In this field make sure to describe which sound you’re looking for and how will you get it with certain instruments, plugins or techniques. This will be a reminder of where to start with and the direction to follow while making music.

· Niche: here you will describe your perfect fan. How they look like? what things do they like? describe ideal age, culture, everything that comes to mind when thinking about your perfect fan.

· Long-term Goals: do you want your music to be played live? maybe your final goal is to land in the biggest playlist on Spotify? be signed by a major label? this is the field where you will spit all your long-term goals with this project, this way you ensure that all you do points out to achieve those goals.

VISUAL IDENTITY: LOVE AT FIRST SIGHT!

Studies show that the human brain remembers only 10% of what they’ve heard after 72 hours have passed. However, pairing relevant images with appropriate content enables the brain to remember close to 65% of the content, 72 hours later.

That’s why the visual identity is so important for the artist, it is basically the visual representation of what you’re trying to sell with your final product (Music). Developing a very clear and fitting visual aesthetic and having a professional behind your press pictures are absolute crucial steps for your project to take off way faster than those who don’t really care about this matter. It is the very first impression your potential fans will have of you and your project, and it will define if they are interested in listening to your product.

The visual identity can be achieved with two very important steps: knowing your visual preferences and getting professional press pictures done.

1 - Developing your Visual Identity

The first step to develop your visual identity if you’re not very clear where to start, is to look at your influences. The reason why they catch your attention first was because of their visual identity, most likely because that’s what you see first when you come across their profiles. Most of the time, due to the nature of the genres and sound, the artists within genres tend to have a certain connection not only in sound but also in their visual preferences. Recognizing which are the key points that make that connection between the artists within the genre will be key in finding your way for your own identity.

The second step would be to create a Pinterest Board for your visual identity. It’s not a secret that Pinterest is one of the largest and most accessible visual-oriented websites out there. It literally has EVERYTHING about imagery and the algorithm for finding new inspirations based on your searches is revealing. You can also create Boards, which is basically a folder, a collection of saved Pins (images or Pinterest content) that you can save into and name it, this way you can have different Boards for different purposes. After you create your board (ideally naming it after your chosen Stage Name), you can go ahead and find countless inspirations for your new visual direction.

2 - Importance of the Cover Art

A Cover Art is basically the front packaging art of a commercially released studio album or other audio recordings. It provides listeners with an initial glimpse into the style, mood and atmosphere of the music. A well-designed cover can effectively convey the essence of the artist's vision and create a strong connection between the music and the audience, ensuring a lasting legacy that transcends mere auditory memory.

When creating a cover art, connect deeply with your music's essence. Translate its themes into visually compelling imagery that reflects your sound and identity. Keep the design simple yet powerful for instant recognition. Seek feedback to refine your vision and pay close attention to detail. Your cover art should not only complement your music but also serve as a lasting symbol of your creativity, leaving a memorable impression on your audience.

2 - The Perfect Press Pictures

Press photos refer to any photograph taken for public release. Taken by a professional photographer, these photos exude quality and capture the desirable traits of a subject. Given the significance of photos in achieving coverage goals, it’s crucial to highlight the importance of having high quality and rich in concept press pictures. Here are some keys for the perfect press pictures:

· MUST be horizontal orientation with subjects centered

Most website blogs, advertisements and music platforms display full-width photography on artist pages. It’s essential that we have horizontal (landscape) photography. Most of the time, vertical or square images will be considered supplemental.

· Plenty of room around the subject(s) – no closeups!

Photos that are tightly cropped and/or where subject(s) appear in the far left, right, or bottom of the composition will result in improper display across most websites and platforms.

· Professionally shot with a DSLR camera

Photos taken with mobile cameras, point-and-shoot and disposable cameras often do not produce the desired quality. We also recommend avoiding scanned film unless your photographer has the proper resources to achieve the best, high-resolution scans possible.

3 - An Elevated Look

Teamwork makes the dream work. It’s essential to partner with professional photographers and a stylist to bring your visual identity to life! A photo is the first impression someone will get of you and your music — and without great photography, it is very unlikely that fans, blog owners, playlist editors and booking agents could see you as a serious artist. The photos you choose to represent yourself should be as memorable and unique as your music. Like we said before, concept and quality are everything.

“Your identity is your most valuable possession (in artistic context only). Protect it.” - Elastigirl, "The Incredibles"

IDENTITY SPREAD: PUBLISHING YOUR PRODUCT

Once you get your press pictures done you’ll see your project coming to life, but now it’s time to put it online - to run the engine. In this step of your career you’ll need to claim all your Digital Spaces: Creating all your social media profiles, claim your Knowledge Panel on google search and claim your main DSPs profiles (Spotify and Apple Music mainly)

1 - Claiming your Digital Outlets

I will not deepen into this step much as this is mostly a general guide on Artist Identity, but as a homework I encourage you to find and follow the steps of the best recommended video for each of the following search on Youtube: ‘How to get a Google Knowledge Panel for Musicians’; ‘How to claim your Spotify Artist profile’ (Your distributor can help with this);

‘How to claim your Apple Music Artist profile’ (Your distributor can help with this).

2 - The Ideal Biography

Creating a compelling bio is essential for artists to connect with their audience and make the most of their online presence. Here's a recap of some key do's and don'ts for crafting an effective bio:

· Do: Write authentically - Your language should reflect your identity as an artist. Whether you want to convey seriousness, fun, or versatility, choose words that resonate with your style.

· Do: Tell a story - Engage your audience by sharing your musical journey. Include details like where you're from, how you started, what inspires you, and what themes you explore in your music.

· Don't: Forget your audience - Remember that not all readers will be familiar with your work. Provide essential information such as your location, latest releases, and key collaborators without overwhelming insider references.

· Do: Highlight connections - Tag collaborators, producers, influences, and bandmates to show the roots and branches of your work. This can help listeners discover related artists and deepen their engagement.

· Do: Keep it updated - Use your bio to inform fans about new releases, collaborations, and upcoming projects. Balance static information with dynamic updates to keep listeners informed.

· Don't: Limit your creativity - Feel free to experiment with different formats and styles. Whether it's through poetry, a themed narrative, or an unconventional structure, let your bio reflect your artistic personality.

Here’s an example of a good music artist Bio:

‘’Mia Summers is an emerging indie artist captivating audiences with her distinctive sound and introspective lyricism. Hailing from a quaint town, Mia's musical journey began amidst the rustic landscapes and quiet streets that surrounded her upbringing. Drawing influences from indie folk and alternative rock, Mia crafts music that is both intimate and expansive, weaving together melodic guitar riffs with heartfelt storytelling. Her raw and emotive performances invite listeners into a world of introspection and vulnerability, where every note resonates with authenticity. With her debut single 'Wildflower,' Mia made an immediate impression on the indie music scene, earning praise for her evocative lyrics and ethereal melodies. As she continues to carve out her path as an indie artist, Mia remains committed to staying true to her artistic vision and connecting with audiences on a deeply personal level. With a sound that defies convention and a spirit that embraces individuality, Mia Summers is poised to leave an indelible mark on the indie music landscape, offering listeners a sonic journey unlike any other.’’

As you can see, it is important to point out the ‘why’ of your project, pairing it with your influences and what you’ve achieved so far that deserves to be highlighted. Your fans and potential readers want to know who you are and why, what you’ve achieved so far and what you’re up to on your genre.

3 - Distribute your product

Once you’ve got your digital spaces done it’s time for you to distribute your product. Nowadays there’s tons of distributors that can help you distribute your music to countless stores, and most of them have useful tools that help you to track your progress and promote your music. I personally use Distrokid. They charge a subscription yearly and you can keep your 100% of royalties, but some other distributors doesn’t ask for yearly subscription but rather takes a certain percentage of your earnings, mostly from 10% to 20%, so it’s up to you to decide which distributors adapts to your needs the most.

4 - Take real care of your Social Media!

Once you release your music you’re done - you did it! Now it’s time to promote it on social media. What I encourage you is to keep your social media clean and branded ALWAYS. One of the most common mistakes of many artists is to care about everything else but Social Media presence and posts. your social media profiles is one of the following things fans look at when they discover you, and if you’re just uploading pictures of your dog or your Sunday walks, they will not see the artist on you, and might not inspire them to dig deep into your storytelling, so make sure to keep your social media profiles clean and professional as much as you can!

CONCLUSION

In conclusion, crafting a distinct artist identity is a multifaceted journey that involves honing your sound, choosing a memorable alias, defining your statement of intent, curating a compelling visual identity, and effectively promoting your music. Each aspect plays a crucial role in shaping how you are perceived by your audience and establishing a lasting legacy in the music industry.

As a recap of all chapters:

· Finding your own sound requires active listening, research, and experimentation to understand the nuances of your desired genre. By closely analysing instruments, effects, sound production, composition, and mood within your genre, you can gain valuable insights to craft your unique sonic identity.

· Choosing the right artist alias is everything, as it serves as a timeless mark that defines your creative decisions and legacy. By selecting a name that is easily memorable, pronounceable, and distinctive, you can ensure that your music stands out in the vast expanse of the music landscape.

· Crafting a statement of intent provides a clear roadmap for your project's vision, guiding decisions on musical style, influences, visual identity, and long-term goals. This document serves as a skeleton that outlines the core elements of your project, helping you to stay focused and inspired as you work towards your artistic goals.

· Developing a compelling visual identity and getting professional press pictures done are essential for making a strong first impression and capturing the attention of potential fans. By creating a clear and fitting visual aesthetic, you can enhance the overall experience of your music and attract a wider audience.

· Effective distribution and promotion of your music through digital platforms and social media are crucial for reaching your audience and achieving success in the music industry. By leveraging digital tools and platforms, you can connect with fans, build a loyal following, and elevate your music career to new heights.

In summary, establishing a strong artist identity requires careful attention to detail, creativity, and perseverance. By investing time and effort into crafting a unified and authentic brand, you can make a meaningful impact in the music industry and leave a great legacy for years to come.

6 Steps for a Perfect Artist Visual Identity