Gospel Industry Tip Of The Week 7/19/10
Welcome to Branding Part 2
Last week we laid a foundation for the concept of branding as the primary marketing tool in today’s music industry. In fact, we went so far as to say that in the digital age, while music may be your artistic format, your brand is your product.
For many of us that’s a radical, maybe even scary, thought. So before we jump deeper into that discussion, I’d like to use our time together this week to offer some clarification and to provide a more detailed perspective.
First, that bit of clarification: For those of us in Gospel I believe there is a huge difference between branding and self-promotion.
In the Gospel music marketplace while branding is without question a powerful method to expand our reach as artists and musicians, we shouldn’t use branding as a tool to build platforms for our own celebrity. On the contrary, we should use the methodologies of branding to win new territory for the Kingdom of God.
The ultimate goals of Gospel music are to spread the message of the Gospel of Jesus Christ, to be an expression of worship to God and to bring hope and encouragement to Believers. Although our efforts in creating and promoting this great music may lead to the widespread celebration of our talents, we cannot afford to be motivated by that widespread recognition.
If God has given us gifts and talents and called us to use them in a global arena, then we should do all that we can to connect broadly and effectively with as many people as possible. Branding methods——including properly identifying and connecting with an audience, clarifying core values, and declaring consistent messages through a variety of media—-are some of the key ways in which we can maximize that calling.
It’s exciting to think that we are living in a time where so many tools are available to us, so cheaply, to do so much good in the world. Now the burden rests upon us to understand and to properly use those tools without compromising our goals or our hearts.
In this business of Gospel music there will always be an underlying tension between the purity of the Gospel message and the methods necessary to spread that message through commercial channels. It may be a battle for us as artists and industry executives to remain Kingdom-focused in this environment, but it is a battle worth fighting.
Throughout the New Testament, we are encouraged to bring the core of our Christian beliefs and values into dark places. We are to be “light” and “salt” wherever we go (St. Matthew 5:12-14, KJV). With that in mind, we need not be afraid to utilize new tools and methods to reach a new generation with the message of Jesus Christ.
The digital age requires digitally savvy practitioners of the Gospel in every form. With the wisdom of the Holy Spirit let’s fully embrace that challenge.
Next week, we’ll begin to talk about the specifics…
Published: July 19, 2010 | 1 Comments
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Lori
July 19, 2010
This is really helpful. I am looking forward to next week.