BRAND YOURSELF
You’re a DJ producer and you’ve made some really good tracks, you’ve practiced your skills and you think you’re about ready to take things to the next level. So now what? How do you get people to hear your music? DJ equipment and producing software has become more accessible than ever so talented artists are popping up all over the globe, and most of them will never perform for a big live audience. Why? Because their brand doesn’t sell tickets. No Matter how talented you are, it’s important to examine your marketing strategy in order to be successful.
Branding yourself has never been more important. Like it or Not, club owners and promoters are not interested in DJ’s that can’t sell tickets to their venue. When that event poster goes up, it’s your job to make fans excited when they recognize your logo. Keep in mind, DJ’s make most of their money from their live performances. So theoretically speaking your music is only a Branding tactic to get yourself heard. Think of the money tied to that as a bonus. It’s essential that you create a unique image to go along with your music. Some DJ’s wear masks and some even take it a step further by hiding their identity. There are a many different branding tactics to look at to achieve success, you just have to put in the time. At Friend Up Music we got in contact and talked with a few DJ’s to find out what branding means to them. It’s important to learn from the success of people around you, so you can apply these tactics to your own business plan. PICK A NAME Let’s start off with a name. Ideally you want something catchy that people will remember you by. You want a name that best illustrates who you are. This essentially will be your tag; you are creating an image that will draw in fans. So how do you pick an effective name? Some artists keep their birth name, so if your name has a nice ring to it, do the same. Some change their last name, or alter their name slightly to enhance their brand. Some Dj’s do something called the ‘Combiaty of words’; which is where you take two words you really like and join them together. Coming up with a strong appealing name isn’t easy, but once you land on the right name, you’ll know. It’s important to remember changing your name alot is NOT GOOD a good idea, it will confuse people and draw negative feedback. So think really hard before making your final decision.
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Here are some examples of DJ’s and their real names:
Nicky Romero - Nick Rotteveel Deadmau5 - Joel Thomas Zimmerman Calvin Harris - Adam Richard Wiles Laidback Luke - Lucas Cornelis van Scheppingen Thomas Gold - Frank Thomas Knebel-Janssen. Skrillex - Sonny John Moore Hardwell - Robbert van de Corput Dyro - Jordy van Egmond Ben Gold - Ben Lawton Gareth Emery - Gareth Thomas Rhys Emery Martin Solvieg - Martin Laurent Picandet Dannic (used to be DJ Funkadelic) – Daan Romers Steve Aoki really is Steve Aoki (Steven Hiroyuki Aoki) Carl Tricks - Rutger Carl Bäumer Rapture – Brandon Jones Armin Van Buuren is still Armin Van Buuren Daft Punk - Guy-Manuel de Homem-Christo Daft Punk - Thomas Bangalter Porter Robinson is still Porter Robinson Terzetto - Kristin Rose, Vinny Geo & Rone Lussmo – Luis Miguel Vicetone – Victor Pool & Ruben den Beor Carnage: Diamanté Blackmon |
Tiesto – Tijs Michiel Verwest CHUCKIE - Clyde Sergio Narain Afrojack - Nick van de Wall Florian Sieben – Florian Sieben Rusko - Chris Mercer Alesso - Alessandro Lindblad Benny Benassi - Marco Benassi R3hab - Fadil El Ghoul Avicii - Tim Bergling Kaskade - Ryan Raddon Felix Cartal - Taelor Deitcher Zedd - Anton Zaslavski Dimitri Vegas - Dimitri Thivaios Like Mike - Michael Thivaios Otto Knows - Otto Jettman Arty - Artyom Stolyarov David Guetta - Pierre David Guetta KDrew - Kevin Drew Datsik - Troy Beetles Klaud - Claudio Fuentes Tommy Trash - Tommy Olsen Steve Angello - Steve Josefsson AN21 - Antoine Josefsson |
This is what Vicetone had to say about deciding on their name. This is a perfect example of the “Combiaty of Words”.
Vicetone - “People sometimes think that the word ‘Vice’ has something to do with Victor’s name, but it’s actually the other way around. Ruben really liked the word ‘vice’, and Victor liked the word ‘tone’, so we decided to combine them! Coming up with a name was actually a pretty long and tedious process. We just couldn’t think of a good name that wasn’t already in use by other artists or companies. So we were pretty relieved after finally finding a way to combine 2 words we really liked into an artist’s name that was unique and pretty cool sounding… in our opinion at least..” |
Terzetto is a Trio Group that have quickly taken the east coast by storm playing in Philly, NYC and Atlantic City. This dynamic three sum has proven to be a serious force signing a track together in only their first month of collaborations. After speaking with Kristin Rose from Terzetto she was able to give some insight into their branding strategy. You just might find this very helpful in your own conquest.
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Lussmo is a new DJ Producer coming from Madrid, Spain. His recent success with his Original Track release ‘Relentless’ has captured the attention of house heads from all over the globe. His music is inspired by Daft Punk, Axwell, Tiësto, Sebastian Ingrosso, Steve Angello and Tocadisco. He too used the ‘combiaty of words’ to come across an interesting and memorable name.
Lussmo- “To be honest it came up in a very simple way. My real name is composed of two names: first name Luis and second name: Miguel. So what I did is combine both. My family and friends call me Luismi which is a mix of both names Luis+Mi. So from there I looked for something shorter and that’s how Lussmo came about.” |
Ask your friends and family to help you decide on a name, they might have great nickname suggestions. If you’re in a group of two or more DJ’s, then picking a group name should be that much easier. Do some brain storming and try to appeal to your audience.
Terzetto - “We actually put a lot of thought into our name and wanted it to mean something special and be relevant to us. We were DJing for about 5 months together without a name until it finally came to us. The definition of Terzetto is the sum of one, one and one. We interpret it as meaning we all represent one part of the sum that creates the perfect recipe. We’re different in our style, look and personalities, but together we’re a lethal team!”
"We looked at our old notebook to remember some ideas we were brainstorming. They’re all brutal! We didn’t like any so at times we were thinking of just going by The Trio or even just our own individual names, Rone, Kristin Rose & Geo! Really Glad we came up with Terzetto!"
"We looked at our old notebook to remember some ideas we were brainstorming. They’re all brutal! We didn’t like any so at times we were thinking of just going by The Trio or even just our own individual names, Rone, Kristin Rose & Geo! Really Glad we came up with Terzetto!"
Once you have chosen a name, the next step is to look online and make sure it’s not already taken. You do not want to run into any legal issues later in business. The next step is designing a logo. You can do this yourself, or have another designer make up a few sketches up for you. Either way, you need a logo that fans will recognise.
This is what you’ll be using for your display pictures, album covers, event posters etc. So make sure you like it.
This is what you’ll be using for your display pictures, album covers, event posters etc. So make sure you like it.
IMAGE
Next on the Branding Check list is: Image; how do you want people to see you in connection with the music you make. Once in a while a hair trend comes around that very few can pull off; the Skrillex haircut is one of them! You might even catch some stars such as Miley Cyrus, Cassie Ventura, Ellie Golding, Avril Lavigne and even Rihanna., all beautiful women embracing the ‘skillex look’ and wearing it as their own distinct appearance, however we all know where it came from, lets be honest. If you’re having a hard time understanding what the skrillex haircut looks like, it involves shaving half of your head while leaving the other half full of beautiful hair. Almost like two face, yet two hair.. (Two Hair is not a good DJ name)
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Dada Life has associated themselves with Bananas & Champagne which follows them to every show. This is highly effective because they've taken two things people love and made the connection with their BRAND. Nicky Romero sometimes carries around the Toulouse mask (also known as the 'V for Vendetta' mask) from venue to venue to spark excitement among the crowd. The Bloody Beetroots wear a 'Venom' Mask to all of their performances. This helps the audience identify with the DJ. Your look doesn’t have to be outrageous; it doesn’t have to be similar to super hero; your look can be simple, cool, slick, what ever you think will draw positive feedback. Your music will reflect most of your talent, so don’t get too caught up figuring out what to wear.
Terzetto - "Building an image is just as important as having great production. They go hand and hand, if you’re missing one you’re not going to get very far. We work day and night to better our production. Luckily for us our image is unique and speaks for itself. We run ALL of our social media accounts including facebook, twitter, soundcloud, instagram etc. It’s very important for fans to feel connected to us personally and our music."
Daft Punk, some would argue they formed the bases of electronic dance music 20 some years ago., hid their identity from the public for many years. The strength it must have taken to withhold their ego’s is very admirable. Most people seek some sort of gratitude or praise for their achievements and success in life; and yet these two music geniuses denied any access to their identity.
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Reach out & connect - Social Media & Self promotion
Okay so you have come up with your image and you feel like people will really dig it. So what next? Let’s talk about social media. If you don’t know what I’m talking about, I mean Websites Online that connect people to each other such as Facebook, Youtube, Twitter, Linked In, Google Plus, Instagram, Soundcloud, Beatport. Pintrest, and there’s more. If you still don’t know what I’m talking about you have a lot of catching up to do. In this day and age these social media applications are essential for getting ahead. Self-promotion couldn’t be any easier. Without this, you’re just a kid sitting in their bedroom making music. To start off, if you haven’t already signed up with facebook, do so and build a like page illustrating things like: Who you are, What you’re passionate about, Who inspires you, and prepare to start posting.
LUSSMO - "I am a social media freak LOL... I am always putting new previews on my Facebook, Soundcloud, Twitter... pretty much what other artists do but in an original way. I am always trying to engage with my audience because at the end of the day those are your real fans and when ever succeed I know it's because of them and not just my music. It becomes really stressful sometimes because it really takes a lot of time to promote my name specially when I don't have management like other famous artists do. But it's worth it."
Next sign up for a Gmail account, this will automatically give you access to a Youtube account. Use this email for your business contacts, you’ll need it later. Next sign up for Twitter, Sound Cloud, & Beatport. If you have a smart phone that can handle Instagram, then jump on that Trend Train because it too has become very effective for reaching out to your fans. Sign up for Itunes and prepare to start selling your music through this great web based app. This allows you to set a price and sell your music through an APPLES application - legit.
LUSSMO - "I am a social media freak LOL... I am always putting new previews on my Facebook, Soundcloud, Twitter... pretty much what other artists do but in an original way. I am always trying to engage with my audience because at the end of the day those are your real fans and when ever succeed I know it's because of them and not just my music. It becomes really stressful sometimes because it really takes a lot of time to promote my name specially when I don't have management like other famous artists do. But it's worth it."
Next sign up for a Gmail account, this will automatically give you access to a Youtube account. Use this email for your business contacts, you’ll need it later. Next sign up for Twitter, Sound Cloud, & Beatport. If you have a smart phone that can handle Instagram, then jump on that Trend Train because it too has become very effective for reaching out to your fans. Sign up for Itunes and prepare to start selling your music through this great web based app. This allows you to set a price and sell your music through an APPLES application - legit.
Youtube: Sign up – Start Uploading Your tracks VIA VIDEO. If you want to take it a step further try making a music video and using that as the YOUTUBE video for your track.
Soundcloud: Sign up, start uploading your information, display picture and your original tracks or remixes. Then start following other DJ’s to gain access to DJ’s from talented to no skill at all. How you filter them is up to you!
Beatport: This is a great tool for selling your tracks so sign up and fill in your info.
Itunes: Again, a great tool to sell your music and some what good for promoting yourself. FREE ALWAYS SELLS FASTER!
Twitter: Ideal for reaching out to users across the globe. Sign up, start HASH TAGGING AND connecting with other DJ’s and producers in the industry.
This can all feel very overwhelming and like a lot of work, that’s why it is important to try start making it a team effort. If you think you’re busy now, you’re only just getting started… wait until you’ve got 2 million followers all feeding off your every track and post.
Soundcloud: Sign up, start uploading your information, display picture and your original tracks or remixes. Then start following other DJ’s to gain access to DJ’s from talented to no skill at all. How you filter them is up to you!
Beatport: This is a great tool for selling your tracks so sign up and fill in your info.
Itunes: Again, a great tool to sell your music and some what good for promoting yourself. FREE ALWAYS SELLS FASTER!
Twitter: Ideal for reaching out to users across the globe. Sign up, start HASH TAGGING AND connecting with other DJ’s and producers in the industry.
This can all feel very overwhelming and like a lot of work, that’s why it is important to try start making it a team effort. If you think you’re busy now, you’re only just getting started… wait until you’ve got 2 million followers all feeding off your every track and post.