Branding: Are You Believable?

© 2009 Vinny Ribas

What is your reaction when a very cute 13-year-old aspiring female singer croons a sad tale of ‘boyfriends gone bad’ over a pillow-soft bed of music? Do you believe that she has really lived through all that pain and has come out the other end so much wiser? Or does it cross your mind that she is singing the song because either someone told her to, or maybe because she really likes the melody but hasn’t got a clue what she is singing about?

This principal doesn’t only apply to young, aspiring artists. Nowadays, thanks to the Internet, people want to get to know every facet of your life. They want to believe you, and believe in you. They listen to every word to get a glimpse into your mind and heart. They follow you on Twiitter and Facebook to see what the ‘man behind the voice’ is really like. If your music and your lifestyle don’t match, they like you’re not being honest to them If your lyrics and your words off-stage don’t both reflect the same convictions, interests and beliefs, audiences feel deceived. Earning and keeping fans is no longer just about the music. It’s about who you are, the kind of life you lead, the message you deliver and the legacy you will leave behind.

So any time that you sing a song, especially one with a message, every listener is going to ask “Why should I believe you?” They’ll ask the same thing when they see a picture of you, watch your music videos and experience every other touch point they have with you. If you’re exaggerating, or worse yet, lying, they’ll find out. If you’re writing or singing songs that you don’t believe in just to get on the charts, they’ll label you a fraud. But if you’re selling the ‘real you’, you’ll have a much better chance of winning over many loyal, long-time fans.


About The Author

Vinny Ribas

Vinny Ribas is the founder and CEO of Indie Connect, an artist management, consulting and training company. The company also hosts networking and educational events and has published an app that connects people to the Nashville Music Industry. During his 40+ year career, Vinny has been a full time musician, artist manager, booking agent, songwriter, studio owner, producer and the Entertainment Director for the NV State Fair. He has also coached over 1000 artists and songwriters. He is a sought after speaker and has authored over 400 music industry articles. Vinny is also the CEO of Top 4M Entertainment, an independent film and television production company.