We all have our talents, some of us are even multi-talented, however everyone cannot do everything and this is especially true in terms of artistic creation versus marketing and promotion. And even if you are capable of multi-tasking, sometimes a little professional consultation, a workshop here or there, or just some hard-nosed research may bring about the desired results, and then some.

It’s commonplace in the music industry: home-town girl makes big, gets label, goes on tour, but first she goes to make-up and wardrobe. Why? Because it’s a package deal and presentation is an essential part of the package, with the emphasis on package, or whole. But you are an indie, you are on your own because you want to retain control of your career so you can call the shots. Yet, because you are on your own, you have to work doubly hard to compete, and that competition includes your packaging and presentation. Or, another scenario, which may be more realistically common, you are on your own but you are waiting for the big day when you too will be picked up by a major label but in the meantime you’re going it your own.

What is this whole package? It is integrity combined with professionalism, pride, confidence and style. For the purpose of this article, fashion = style.

WR recently received a cd for review of an extreme goth band fronted by a young woman. We do not normally review nor even receive music in this genre but the cd’s cover-art was intriguing enough to entice a listen. It was the artwork and a quality soft-case of likely recycled material. The music was nice. We were surprised and not a little taken back. The music inside the package was not at all what it projected to be on the exterior, nor was the young woman in any way as a musician what she was projecting on the outside. Were she to drop the gimmicks she would find an immediate broadening of her audience, for her music was most enjoyable and moving, and would be to listeners of many cross-genres.

Another young woman sings of a prostitute and her success at finally escaping that life but the young woman singing about it is on stage dressed in a beyond short skirt, a bra and using her guitar as an object of implied desire.

There is a young women’s music banquet that we attend annually and the young women go up on stage to receive their awards and sadly too many are wearing flip-flops, tacky mini-skirts that do not match the top and have no concept of their appearance nor the package they should be promoting: themselves and their music. We cringe in our seats and bite our nails for them as they accept and return with their awards. How do you say, “honey, you need some help.” It is not rebellion, it is not even ignorance, it is untaught. Granted, it’s not the Grammy’s but pride in one’s self and accomplishment should be foremost when collecting an award and to be one’s best to take advantage of any opportunities that may arise from that award for further potential success.

Of course goals and image are strong factors in the external packaging. It is perhaps unfortunate but in western society judgements are made on the package as a whole and in many packages on the external initially. Of course the old saying, “you can’t judge a book by its cover,” is especially true in the music industry as we found in reviewing the goth band. But most listeners not into that genre, would ever give that band a notice simply because of the external, forget that the music is beautiful and many other types of listeners would enjoy it, they do not want to associate with nor be associated with that image.

How to tell if you or your band needs a make over -

A good question to ask is, am I or are we, alienating a broader audience than we are playing for who would otherwise enjoy my/our music? If the answer is yes, then it is time for a make-over. Appealing to a niche audience can be wonderful if that’s your ultimate goal but if not, you want to appeal to the broadest audience possible.

Can I/we appeal to a broader audience without compromising our foundation by making some adjustments or changes in our appearances?

The press can appear at any time, am I or are we, presenting a proper image at all times representative of my/our goals and long-term direction?

Am I, or are we, using gimmicks or sex or other falsities to sell my/our music rather than letting the music stand on its own?

I am comfortable/not comfortable with my appearance.


Gaining a sense of fashion and an understanding of style do not mean compromising or selling out, they mean pulling together the best of you into one rounded whole. What are your options for improvement? First of all, learning the difference between classic and fad. Classic is timeless, fad is short-lived, here today gone next fall. Fad dates and labels. We can clearly look at the clothing of the eighties and we immediately know, it was the eighties. It’s Madonna verses Emmylou Harris, one exhibits fad, one is classic, both are at the top of their genres but what propelled them there and what do we see when we look at the evolution of their careers? As women, many of us evolve with the fashion industry and can look back and say the same, but why wait twenty years? Why not get it now? You want your albums, your photos, your videos, your talent, to stand the test of time.

What about Stevie Nicks, fashion or fad? Timeless or not? Fashion (style), not fad because her clothing was chosen from another period and she was consistent and classic in selection. Who did not fall in love with that timeless angel stepping out in classic attire?

Once you have gotten the understanding between fashion and fad, move to image and goals, what you wish to project, whom you wish to attract, for how long, and ultimately, where and how do you see yourself in five, ten or twenty years? Consult with others, get some feedback, get some elephant skin and ask for some constructive criticism in this department. Listen to see if there are any common factors popping up in the feedback, if so these may be focal areas for an initial starting point.

Does the image match the music? This is probably the most important question. This question holds true with your press photos, your videos, your performances and most importantly, your cd covers. Since cds are the medium we at the Rising are exposed to the most, this is where we see the most mistakes made. You can rip out the blues with the best of them but you’re wearing a flowery little shirt in the wrong lighting. You have a voice like an angel but you’re wearing army boots in a portrait of urban decay. Will the audience who would truly appreciate and enjoy your music be drawn to it solely on the basis of your cover? As a matter of fact, artwork may be a much better expression of the music inside rather than a photo for the front cover, the initial point of visual contact in many cases.

Professional fashion consultation can be expensive and even time consuming, depending upon how far you take it. You can hire a pro, take a full-blown finishing course or college class, take a few weekend workshops, look at videos, go to the library. Studying fashion magazines will get you nowhere but fad, in truth they are not fashion magazines, but fad magazines, there to sell next season's clothing so that we return again and again as consumers, rather than developing our own unique sense of style, which is what you are after.

Overall the goal is to put together a professional, timeless, classic and uniquely stylish whole that both reflects and represents you, your band, your music and your individuality to the broadest listening audience possible in order to further enhance your career.

 

If you would like WR’s consultation in improving your overall “package,” please feel free to email for consultation. Our editor has, in addition to a twenty-five-year career in: sales, marketing, PR, writing, editing, publishing, a degree in fashion, past modeling experience with Barbizon and Flair, and taught glamour workshops for seven years. email: cherylb at ziamediagroup dot com

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