How to market an artist on YouTube:the unique something

After the post about Tiago Della Vega (aka the fastest guitar player in the world, right?), I have looked some more on YouTube to find more videos about him or similar performances. Well, I did find a few, but I have decided to write about something else today and that is branding in online presence.

The fact is that I am not a marketing professional, I have not studied marketing in school but I have become more and more aware of it’s importance over the last years, no matter what’s your field.

I had this post about why marketing a band is so much like blogging, I suggest you read it if you haven’t done it already, and today I have found appropriate to cover this subject from a more “practical” point of view, being motivated by a new discovery on YT.

The idea is simple: make yourself seen, come with a particular something that will help people identify you. There are many good musicians out there, most of them playing very good, but not always become known. Why is that? Because they don’t have an unique presence that help people identify them. Maybe it freaks you out when you see Marilyn Manson or other artists like him, but that guy has an unique presence and that helped him position himself well on this crowded market.

The fact is that a little something can make the difference, and this is where I come to the reason that started of this post: a lot of people promote themselves on YouTube these days. A camera and a computer and you have just about everything you need, right? But there are so many (not-famous)people that play or sing on YouTube, how many do you actually remember once you close the browser’s window?

Fretkillr rules!

Let’s see, from my point of view: fretkillr. I love this guy’s music and channel, I subscribed to it. But why do I come back? How did I manage to remember him the first time? OK, he has a lovely acoustic guitar music, but did you notice the fact that all the time he films himself from a particular position where only the guitar is seen but not him?

Did you notice that nobody knows his real identity, who this guy is, what’s his name, etc. This created a particular cloud of mystery around him, causing interest and people speaking about him and coming back to him.

We have here in Romania an example of a band that started as a project/experiment, nobody knowing who these guys were, nobody knowing they were even from Romania, and this caused a wave of interest. The guys made their identity public only about 6-7 months after the project started to work. And what do you know? By coincidence, they guy is from my city and we used to know each other 10 years ago from recording in the same studio here. That’s marketing.

The kitchen concerts

Also, an other example, not that successful, but interesting from the point of view of creating a name/identity: concerts from the kitchen! Right! This guy films himself singing and playing the guitar from his kitchen, creating a series of clips gathered under the name “concerts from the kitchen”. I think he changes angles and environment a bit too much on his videos, but if he would keep his “thing” he may be easily remembered as “the guy who sings in the kitchen”. Not much, but it creates him an identity!

Here’s the guy:

Sandi Thom, the girl that lived her dream

And as a 3rd and final example, a girl that made it big, Sandi Thom, if I am not mistaken, started having daily concerts from her basement, streaming these shows live on her website. An unique point of view and the strange location and the internet made her big. That’s marketing, right?

Do you know any more artists with unique presence on YouTube?

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