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tamanguu blog

7 crucial characteristics of artist brands and other human brands

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Brand management for artists (or other personal brands) is a central topic at tamanguu. Every module developed by tamanguu in the future deals with it; just like every artist, every manager and every entrepreneur - whether active or subliminal.

Brand management has a large impact on artist development, because every artist in the music industries can and should be seen, managed and marketed as a brand. The strength and reputation of the brand are significant for the success of music products, as music is an experience. This means that consumers are not able to assess product quality before they consume it.

In addition, the current oversupply of artists and advertising messages requires distinctive artist and music brands. Well-known brands receive more attention from potential customers. Keeping the consumers’ attention is a more difficult task in today’s saturated media environment. It requires the understanding and management of music artists and companies as brands in order to increase the chance to attract and retain the attention and preference of the consumers.

It is not only important to focus on a coherent, clear identity of the brand or artist, but also to keep an eye on the public perception and reputation of the brand. Connections to corporate identity management are strong because it is an important task to create the best possible match between brand identity and image by successfully positioning the identity on the target market and communicating its characteristics.

It is definitely easier to define and position one’s own identity rather than trying to influence or change the image afterwards. Special attention should therefore be paid to the former.

Dann and Jensen published a scientific article on brands in the entertainment industry in 2007, naming seven important characteristics of artist brands:

1. Competence

For a successful brand development process, artists must have characteristics such as reliability, a sense of responsibility and efficiency, and must of course ensure high quality in their musical work. If these components are not right, there is no foundation for a sustainable artistic career. Reliability, sense of responsibility and efficiency are personal characteristics. Without musical competence no great songs can be created.

2. Excitement

For the recipient, no matter whether fan, media partner or cooperation partner, the artist must emanate a certain excitement. The artist must be exciting. The identification factor also plays a role here. With reference to a 1997 study by Aaker, Dann and Jensen describe the ‘excitement’ as daring, spirited, imagination and innovation, which diversifies artist brands of others.

3. Sophistication

In some genres, artists should have a certain glamour and charm. The positive side transports the celebrity and idol status, which is helpful for building a fan base that identifies with the brand. But it is also a balancing act not to be perceived as arrogant or superior.

4. Popularity

With this attribute the artists can achieve a friendly and popular image with their fanbase. Therefore, artists ideally work on the image of being both a ‘friend’ and in some way unattainable to their fans.

5. Affection

Affection describes the attribute of being likeable as an artist and having a close connection to the fanbase. The artist should have a certain affection for his fans, e. g. in the form of Meet and Greet’s or shared photos with fans.

6. Sincerity

Sincerity refers to the authenticity of the artist. He should deal with his fans in an honest, original, friendly and positive manner and should not represent a different image that he cannot maintain in the long run.

7. Ruggedness

The music and media industries are a ‘shark tank’. To survive and perform successfully, the artists must be mentally strong and tough. They have to cope with setbacks and must not be diverted from their path by failure or criticism.

The democratisation of music production, distribution and promotion, which leads to increasing global competition, makes it difficult for individual artists to be successful. It is therefore the goal to deliver better product quality than the competition, but at the same time the emotional bond in global competition is becoming more and more relevant. These emotional aspects are mainly strengthened by brand development.

It is therefore important to deal with the topic of brand management and to understand and manage the artist, but also other personalities, as a brand.


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5 Tips for successful Facebook Marketing

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Part 2 of our blog series “Effective Social Media Marketing”

More than one-fourth of the world’s population is registered on Facebook: 1.37 billion people use Facebook every day, and the numbers are increasing every year. Fact is: Facebook is omnipresent and must not be missing in any marketing strategy. Because what this is all about is clear: reach, reach, reach. Nowhere else do we have the opportunity to reach so many people at the same time and market our product/our brand or a company as effectively as Facebook offers us. How often do we hear that you need to spend a whole lot of money to reach your target group? You can eliminate these worries directly, because Facebook marketing doesn’t need a mega-budget. What’s much more important for the start is the knowledge about your target group and your goal, because only about 2-15% of your fans or subscribers see your postings when it comes to organic reach. Therefore, it is important to understand the Facebook algorithm and to write precise and targeted contributions or to launch paid advertising campaigns. How do you reach your fans, how do you write good posts or how can you use Facebook advertising effectively? tamanguu gives you five tips for effective Facebook marketing:

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tamanguu nominated for prestigious Start-up Award

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Start-up life is exciting everyday. However, there are still some milestones that stand out. Such a milestone can now be described as the nomination for the breakthrough 2018 award of the technology magazine connect. Reason enough for us to issue an official press release:

Press Release

The Kiel-based start-up tamanguu is the only company from the music industry to be nominated for the highly endowed breakthrough 2018 award. The award, presented by the well-known technology magazine connect and supported by renowned companies such as O2 and Sony, has invited the most innovative and promising start-ups in Germany for this competition. After a user voting process running until the end of December, the winner will be selected by a prominent jury of experts.

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VIDEO: The Power of Networking - Leandra Preissler

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Part 1 of our video series “The Power of Networking”

The music industry is, like all creative industries, the prime example of the relevance of networking. Especially in this area, creative processes and services and the emotional involvement with the own work and person have a significant impact and are important. tamanguu executes interviews with several selected interesting personalities of the music industries about their experiences, knowledge and opinions regarding networking and relationship management.

This first interview is held in German language. Therefore, we prepared the videos with subtitles which you can enable in the YouTube player. Additionally to the subtitles, you can read the full transcript of the interview below.

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Instagram on the Rise - 7 Tips for successful Marketing

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Part 1 of our blog series “Effective Social Media Marketing”

400 million daily users and 100 million daily photo uploads - anyone who has not yet been convinced that Instagram is a relevant platform for companies can perhaps be convinced by the clear figures. As more and more people turn their backs on Facebook or scale down their social engagement, the number of interactions on Instagram has skyrocketed in recent years. And even though themes such as fashion and beauty are still dominating the audiovisual network, more and more companies, brands and personalities are discovering Instagram as their “network to be”. As in all social media, there are unwritten and fixed rules for Instagram. Especially as a company, one should deal with the medium carefully in order not to scare off the (potential) followers by unauthentic posts. Here are seven tips on how to use Instagram as a successful marketing tool:

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