In a series of unprecedented events, recording artists have solidified their new role as brand agents. Besides creating new business models, artists have also created business exchanges that are personal in the truest sense of the word.

Some examples?

Earlier this year, rapper and actor, T.I. (Clifford Harris), began soliciting nearly 2 million “friends” garnered via MySpace to join his social networking artist Web site, StreetCred.com. Harris’ peers, 50 Cent (Thisis50.com) and Ludacris (Wemix.com) are among those to follow suit.

From a business perspective, incorporating the social networking platform on an artist Web site is a practical way to increase two-way communication and engage hardcore fans with a brand long-term. In addition to having direct access to fans, recording artists have direct access to site user data, fan e-mail addresses, and even prospective talent. Having direct access enables artists to enhance the fan experience through personal exchanges, convert fan interaction into sales transactions and even shift control of creative direction to the keeper of the brand, the artist.

Who better to peddle incentives to end users than an agent who is the brand? British alternative rock band, Radiohead, first modeled the concept by allowing fans to set individual prices for their In Rainbows album, which was initially released as a digital download last October.  The band has since launched an initiative, which furthers fan interaction with their brand.  Last month, would be producers were allowed to purchase the five bows or musical elements (bass, drums, guitar, strings/fx, and voice) to the bands “Nude” recording and rework the tune. Completed mixes were uploaded to the band’s Web site where fans voted for their favorite remix.

The goal to develop "a non-traditional approach that blends....the artist and their music, with the power of brand marketing," is yet another personal exchange. In April, Island Def Jam Music Group and Procter & Gamble's TAG brand announced the formation of a new Hip Hop record label through which branding efforts will be advanced.

Under the creative direction of Hip Hop mogul, Jermaine Dupri, TAG Records artists will now be able to merge their music with personal brand marketing. Album releases, artists as well as Dupri will be showcased via various TAG brand advertising and marketing initiatives, i.e., TAG Body Spray's re-launch as well as digital ads, events, print, radio, and television. Dupri says the efforts amount to “10 times the typical marketing support.” 

In a move proceeded  by pop artist, Madonna and the rock band, U2, Hip Hop multi-hyphenate, Jay-Z inked a deal with Live Nation worth an estimated $150 million. Contract terms under Roc Nation LLC, reflects the joint entertainment venture between Jay-Z and Live Nation.

Producing Jay-Z’s tours, publishing, licensing, external acquisitions and investments as well as album production are included in the agreement. The move is a relevant yet lucrative way to ensure that goods and services add value to the Jay-Z brand.

According to Atlanta-based brand management consulting company, EPiC Measures, “A well established brand and related line extensions is a company's most valuable asset. In addition to providing a competitive advantage, a well established brand will also maximize earnings.” Amidst the myriad of new industry operating procedures, recording artists are proving that the essential part of creating and growing a brand to maximize earnings is actually more personal than business.

For additional insight on branding, visit: www.epicmeasures.com

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