Like other profitable venture, music is a serious a business; whether you do it out of passion or for some other reason.

Without doubt, the biggest challenge new artistes face is getting their music heard.  It is therefore important for an artiste to give him/herself the very best chance of cutting through.

Majority of our Ghanaian musicians think that just putting a hit song out there and playing at countless shows are the most important. These in themselves are not bad, but they are not enough.  Musicians frequently spend months writing and recording new materials and then rush it out before considering the importance of presentation or branding.

With so many new artistes emerging every day, it is easy for others to fade out of the industry. To really stand out from the crowd, an artiste needs to be unique and brand him/herself very well.

A branded image establishes one as a legitimate musician and makes it easier for his/her fans to identify with him/her. This makes a performing artiste unique and sets him/her apart from all other musicians. Without a brand, all that an artiste has is just a name.

When the names of certain musicians are mentioned, all that one could think of is maybe a hit song he/she did. With branding, an artiste does not necessarily have to come out with a hit song before people would pay attention to him/her.

I believe that when the name of Wanlov de Kubolor is mentioned, not his songs come to mind, but something different. It might probably be the way he dresses (skirt or wrapper with no slippers) or his attitude in general. That is the image he has continuously carved for himself—to live up to the connotation of his name (Kubolor).

The same applies to King Ayisoba. His way of dressing depicts the kind of music he does; traditional music with local instruments. Not forgetting the late Terry Bonchaka…I am sure we all have something that you can remember him by. It might be his style of dressing, his afro hair which always had an afro comb in it, his stage performance (one leg held up when performing), or perhaps his unique voice.

The more the audience of an artiste sees his/her branded image, the more likely he/she is going to gain credibility and earn true fans. Other bodies and organizations also associate with artistes who have been able to establish a brand identity in line with their focus and vision.

The quality of an artiste’s personal brand could be the difference between a lasting career and a flash in the pan. Creating a strong personal brand enhances the professional image, generates buzz, and helps the musician connect and network to better position him/herself as an industry leader.

If you are reading as a recording and performing artiste (whether in the limelight or underground), or as an artiste manager, I believe it would be prudent to take time to work on image branding—that is what will last.

Article was submitted by Kwame Hagan, a level 400 student at the Ghana Institute of Journalism.