“Know what your problem is, Shapiro? It’s that you just have this really shitty way of looking at things, ya know? I don’t have that problem. I just look at the dopeness. But you, it’s like you just look at the wackness, ya know?” (The Wackness)

So you consider music as your profession? Then whether you like it or not, your band is your brand. You may think you are defined by your style and sound, but nowadays your are ultimately defined by your fans and their perception of you. When you look in the social-media mirror your public face should be a reflection of your private face [see discussion]. If you cannot handle being true to your fans by putting yourself out there genuinely then your fans will see right through you. And if you’re not providing some form of free content, then you will be invisible. Music fans have lots of choices.

Now more than ever the essential component of your business is you. Use the tools that are available to go where your fans are—social media—and deliver true customer service (the most important aspect in business) by responding to all comments and messages from your fan base. In doing these actions you’ll be building all the promotional material that you’ll need, and you’ll be forming a community around your brand. Remember to focus on the dopeness that most of your costs as a musician have evaporated and you have your fans at your fingertips. Your true fans will support your shows and purchase from you as a thank you. Gary Vaynerchuk describes the thank you economy:

[homepage thumbnail photo: Flickr/DistortedSmile]

Part 2: Musicians, Brands, Endorsements, and Partnerships