Du bist bereits seit geraumer Zeit in der Musikszene aktiv, schreibst Songs, nimmst sie auf und hast vielleicht sogar schon Veröffentlichungen vorzuweisen? Träumst du davon, mit einem Team dein Projekt voranzutreiben?

In diesem Workshop beschäftigen wir uns damit, wie Musik ganz neu gedacht & gemacht werden kann. In einer Zeit, die von technologischen, gesellschaftlichen und musikindustriellen Veränderungen geprägt ist, begreifen wir diesen Wandel als Chance: Wie gelingt es dir, ganz neue Ansätze zu finden und Dich so von all den anderen Projekten abzuheben; in einem Team gemeinsame Ziele zu definieren, diese zu erreichen, weil alle an einem Strang ziehen?

Dieser Workshop richtet sich an alle, die Lust haben, alles anders zu machen - unabhängig vom Genre, ob Solokünstler, Bandmitglied, Anfänger oder Profi. Let's do it!

Coach: Johannes Marx

THE NEW ABC IN MUSIC: IT’S ALL ABOUT YOUR ARTIST BRAND

A GUIDE TO CREATE YOUR KICK-ASS ARTIST BRAND STRATEGY ON A COASTER

WORKSHOP SUMMARY

To be successful as an artist a strong artist brand strategy is one of the most fundamental elements of your music career. Without a personalized long-term plan for your brand the chance for sustainable success - even if you’re making outstanding music - is close to 0. The world’s biggest artists show that making it to the top is no coincidence, but hard work that needs a concrete basis, an overall strategic perspective and intelligent actions for a strong artist brand and everything that comes with it.

Within the workshop The new ABC in music: it’s all about your artist brand participants learn what an artist brand strategy is, how to build one and how to bring this strategy to life. The program is divided into three parts:

in the first part a variety of brand, identity and strategy related terms will be distinguished followed by an introduction to artist brand strategies in general, the basic concept as well as the target group and the need to build a strategy. In closing of the introduction the Artist Brand Canvas (ABC) is introduced as a handy tool to help building artist brand strategies.

The second part focuses on the process of building the artist brand strategy. After clarifying the brand ownership and identifying stakeholders involved in the brand, participants are introduced to the framework of an internal and external situation analysis including a SWOT analysis. To lay the foundation for the actual strategy building process participants are introduced to the concept of The Golden Circle by Sinek as well as the Identity-based Brand Management model by Buhrmann as the underlying scientific models for the pro- cess. After defining the artist brand identity participants learn how to create the right messaging and artist brand story, how to constitute the respective brand image and how to identify the right brand touch points.

DATES

07, 08 and 09th of October 2024, 2pm-6pm

PROGRAM SYNOPSIS

1. AN INTRODUCTION: BRAND, IDENTITY, STRATEGY

• artist, personality, brand: what are we talking about here?
• what is an artist brand strategy?
• who needs an artist brand strategy and why?
• a new tool to help you build your strategy: the artist brand canvas

2. BUILD YOUR ARTIST BRAND STRATEGY

• who owns the brand, who works the brand?
• things to know before we start
• let’s do some science, then we’re good to go
• defining your artist brand identity
• articulate your messaging
• constitute the brand image
• identify your brand touch points

3. BRING YOUR ARTIST BRAND STRATEGY TO LIFE!

Coach Andreas Weckenbrock

09.09. 2 pm Kickstarter - Self-employed in Germany with Eva Rölen

The workshop ‘Kickstarter: Self-Employed in Germany’ offers a comprehensive introduction to start-up and self-employment in Germany, including legal aspects, financing options and practical tips for creative entrepreneurs. 

10.09. 2 pm How to be a Networking Ninja with Allie Silver

The workshop "How to Be a Networking Ninja" focuses on teaching participants effective networking strategies and skills to build valuable connections in the music industry.

12.09. TEN YEARS MUSIC POOL BERLIN starts at 4 pm