Big names and big productions with corporate tie-ins were one thread at the South by Southwest festival, but lesser known acts still make up its core.
Mahmood Shiblaq's insight:
I found this article by Jon Pareles interesting due to its alternative take on branding, it shows the concept of branding is somewhat universal and does not only apply to products. The article not only talks about actual branding issues such as sponsorships and labels etc but makes mention of the artists change in stage personality and the content of their music (i.e. changing their ‘brand image’). For example the articles mention of rappers Ice Cube and Public Enemy, these were artists that were in general angry and spoke about the misconceptions in society however to “cash in on chips” they changed their content to be more socially friendly. This shows the importance of knowing about brand image and branding as it applies almost in any context, if one can carry the knowledge of how to create a suitable brand image for a their target audience their success is inevitable.
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