A Musician's Brand is Everything You Say & Do

Gender, Branding, and the Modern Music Industry written by Kristin J. Lieb

This book focuses on gender issues and branding in the music industry. Through the history of the music industry women and African Americans have not been considered or treated equal to men. During the rise of MTV in the 1980’s consumers reshaped the way they viewed music. Before MTV listeners only saw the artist when they purchased an album or occasionally saw an artist appearance on television.

I have learned a lot about this in my Music Video class. Women from the beginning stages of MTV were only seen holding instruments standing there appearing to be manikins. And African Americans were not allowed on MTV.  This started to change after Michael Jackson fought his way in to the industry.

MTV made beauty and sexuality a primary factor in a musician’s career forever linking the artists image with their sound. Women are still very sexualized in modern music and music videos. This helps a lot of artist make their way to the top. In the 1990’s women solo artists began to arise. Shania Twain, Mariah Carey, Sheryl Crow, Alanis Morissette, Janet Jackson and Madonna dominated sales. However, critiques argue the how long this would last. Reviews cover more about the physical features of the artist rather than their work. A lot of this goes on today with current country and pop artist, audiences focus on how artists look. Not only this there is a new craze to know the artist personal lives. Reality television and media have given consumers an inside look on every day lives of these artist. The music industry is far more than just looks now. It is how you act, what you do, who your with, how you dress on stage and off, your opinion, your posts, everything. If you are not an open book then you are some how untrustworthy.

Statics show that not many females records sell but the ones that do the artist use their sexuality to their advantage. For example, in 1983 Madonna sold 18 million singles and 48 million albums. And again in 2012 Lady Gaga “The Fame” sold 20 million singles and 4 million albums. Both clearly using their sexuality as a career advantage. Taking this information in to consideration under your brand is key. Do you want to blend into society or separate yourself? What determines your success your image or your music? Forming a brand is crucial in this industry. One must realize before entering this career path that this brand is shaped by everything you say and do

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