As musicians, we are constantly looking for things to inspire us…a really epic film you saw last weekend, a girl sitting across from you tapping their pencil, and even the train that goes roaring by as you wait for it to pass. Inspiration seems to come with no notice and leaves you with new insights into your music. This inspiration, this fresh perspective is not only crucial for creating great music, but in getting that great music heard.

Within the creative industry, it is perhaps designers that can offer the best perspective on how to make you and your music be seen as irresistible. What is so special about designers? In addition to being artists themselves, designers have become experts when it comes to creating projects that instantly draw attention.

So what are the five most important things that designers would like to tell you as a musician?

1. Know Exactly Who You’re Creating For

Designers at Pepsi have defined without a doubt what their unique style is, who is their primary target audience, and the most effective ways to create for them. They have spend numerous hours defining who it is specifically that they are talking to, they know not only who will see their ad but will want to buy it. Having a clearly defined target audience is equally critical for you and your band. Know interested in who you’re trying to get in front of and make sure that these people would be interested in your music to begin with. Your target audience and more specifically your ideal fan will be clearly different based on your genre, image, and message. Take some time to know and define your ideal fan – what do they like, what are they involved with, what kind of styles are attractive to them. Once your band knows this, then make a conscious effort to use your newly informed style in all of your marketing & promotions. Place your band’s stamp on everything that you do. Otherwise, you will be perceived as just another band with nothing distinguishing you from all of the thousands of other bands grabbing for attention.

2. First Impressions are Everything

You and your band members don’t write your music just to be heard, you write it to be felt. And that’s how it should be with your brand identity and marketing. Whatever you’re doing – creating a stellar press kit, a must-have album, or a super polished website – make your work go beyond function to evoke an emotional reaction from your fans. Make it so that when that industry rep or potential fan encounters your material, they don’t just notice it, they feel an emotional connection to you. This is how you get through the noise; this is how you make a memorable first impression.

3. Less is More

“Simple is beautiful” is practically a mantra in the design industry. If you think about it, the most compelling ads and the most engaging websites are clean and distinct. The viewer is not assaulted with a thousand things to draw away from what you actually want them to see. It is similar to how you treat your music as a work of art, and therefore stay away from overplaying in order to allow the music to come through. Similarly, design your merchandise, cd design, and all your marketing materials in a way that allows the observer a moment to soak in your message and develop a connection. Both in your music and in your promotions, less is more, and often “more” is just more.

4. If It Isn’t Selling, Then It’s Not Creative Enough

Are you preoccupied with creating something new? Do you have something important to say? Are you committed to the creative process? If so, then make sure your promotion efforts are as creative as your music is. Instead of sticking to what has already been achieved, concentrate on creating things that
are creative, have meaning, and make an impact. If something is not selling or having the intended response, reevaluate. How can you make your fliers more unique, attractive? What’s missing or out of place in your press kit? How can you approach your merch with a new perspective? Constantly look for areas of improvement in how you can make it more creative and compelling to draw people to your music.

5. Know the Rules and How to Reinvent Them

Don’t be afraid to be curious, explore, and develop something different. Learn what the rules are, why they exist, then do your own thing. Distinguish yourself from all the thousands of other musicians out there by setting your own rules and doing something different.

In Summary

How can take these five things and apply them both to your music and your promotions? What will you do right now to separate yourself from just another good band?

Nadine Gressett specializes in graphic design for musicians with Indie Graphic Design, where we show musicians how to make a strong impact in the music industry. We combine marketing expertise, music industry knowledge, and graphic design skill to visually express your unique voice. Sign up now for free marketing and design tips at www.indiegraphicdesign.com.