Crossover Appeal

A Band By Any Other Name

The Question

Many bands in their early days come across the issue of branding. How artists/bands chose to label themselves determines the type of audience, venues, and marketing that will be attached to their name. For many Christian artists this decision is predetermined by the idea, held by much of the christen music scene, that for an artist or a band to reach others with a positive message they must be labeled as Christian.

Someone Did

An example of a band the broke with that tradition is SwitchFoot. Early on the band was billed by their label as a Christian band and only marketed in the Christian music scene. It was not until after their music was featured on the soundtrack of the movie “A Walk to Remember” that they received nationwide exposure. After this they were rebranded as an alternative group. This rebranding allowed for their song “Meant to Live” to receive national airtime.

Think About It

SwitchFoot did nothing different after they changed branding labels. They still are active Christians and there music stayed the same, yet they were able to reach vastly more people than they were able to reach before. So for artists the question to ask is, “is your identity tied up in your label or is it part of your music?”

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About Stephen Ellis

Creator of Auditory Asylum, a Dallas based online startup music magazine. Interested in social media and new media. Working on developing new business uses for social media, my goal is to eventually craft my own digital publishing empire.

Posted on July 19, 2011, in Industry Talk and tagged , , , , , . Bookmark the permalink. Leave a comment.

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