Why Music Artists Need Brand Strategists

SPRLUA members Samito and Haig V, with dancers Shanice Vincent and Pascale Chroné, on the set of the music video for “Saraevo”. Photographed by Bliss Mutanda.

When the artists behind SPRLUA (Samito and Haig V) approached me to support the release of their project, I didn’t realize how uncommon it is to hire a brand strategist to team up with musicians. Yet the idea makes total sense.

An online search for “how to build a music brand” will mostly return advice about the importance of album design and social media. The problem is that those elements…