Music Business Conference with Esther: Day 1: Your brand, your greatest asset

As a music artiste, I believe your brand is your next most important asset after your gift/talent.   Your brand is a tool.   It could outlive you and even your music. It could outlive your money.  If well managed, it could then be used to make more money for you. That’s why I said it’s a tool.  For example the Fela brand still commands respect and is still attracting investors. Even music artistes like ‘w4’ are cashing in on this great music brand.  The ‘Fela concept’ still sells. He stood for something, he sang for something. He was different, unique and first of its kind.  It was and is still spectacular. See what I mean?  *Note: I’m not talking about the lifestyle but the ‘Fela’ brand here.*

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Do not be quick to use your brand to endorse just any entity (product, person, or body).  You have to be smart about it. When people meet you for endorsement or licensing, you should do your own findings.  Do get professionals to do that for you, at least ask questions, especially when it’s not a popular product or company. 

And with politics…

I wonder how music artistes can meddle with politics with so much boldness.  You and I know politicians cannot be trusted. 

See how D’banj’s name was dragged into the fuel subsidy thing?

Like we’ve been educated, fuel subsidy is good but there is too much corruption in our society and will kill the dividends of fuel subsidy.  People didn’t like it. They started hating President Goodluck and they hated everyone that had to do with him. So, for that moment, hating D’banj was ok.

Did we know that Oga Ribadu could ever take a job appointment from the ruling party or did we know that Atiku who was originally in the PDP, left PDP vowed never to return, and yet returned to try to get the presidential candidateship flag?  Isn’t that confusing?  See how politicians can be? They are always on the move, looking for what pays and soothes them best. 

Hence the popular saying that in politics: 

“There are no permanent friends; there are no permanent enemies, just permanent interests.”

Politics is not for the faint hearted. If you don’t understand politics, be careful how you roll with politicians. If you must endorse a candidate, think carefully about it.    Do not put your brand on the line for a political campaign and then be left to nurse the aftermath while they move on with their successful political careers.

If you must endorse, endorse a policy, a good idea, a product and not just any individual. Remember, human beings change.

To those upcoming music acts who were cursing the president’s mother at Ojota;

*SMH* (Shaking My Head)

 How can an unknown artiste or artiste yet to even touch the tip of the music industry’s ladder to the top come on stage in front of live Television and a mammoth crowd to say gibberish.  Just because some other persons are cursing, you just come up and make a fool out of your career (that is about to start) and yourself that we don’t know. I was so broken hearted and surprised at the lack of wisdom that a lot of unknown and upcoming artistes displayed.  I respect the matured music artistes who climbed that stage to talk about the issue in an appropriate manner.  Meanwhile a lot of them are already known names and they’ve been singing and doing something about this struggle for a long time and here you are ‘Mr Nobody knows me yet’ saying ‘Jonathan Iya e’  *SMH*.  You think it is at Ojota that your career will take a lift.  

Well, they just succeeded in tainting their brands. 

One brand I respect is Banky W; he made it clear during the election that he was not interested in endorsing any candidate. That was his choice.  Though he endorses and gets involved with meaningful nation building projects like ‘What about us’, Rise and a few others.  Also, you see him endorsing and licensing products/companies like Etisalat, Coca cola and Henessy. 

Lastly, remember that brands have a life span. They could eventually die. You have to learn to be able to do (milk) all you can with your brand in time and with wisdom.  And not risking your brand life cursing the president’s mother. Phew!



Esther.
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