So I was talking with my friend A&R legend Rayshele Teige today and I was picking her brain for an idea for this article. She suggested I talk about the notion of your band having a concept, a clear distinctive “thing” that makes them interesting and differentiates them. She stated that “the concept has to feed the purpose” and without a clear concept you aren’t going to get anywhere. Then I looked up at the KISS poster in my living room with Gene, Paul, Ace, and Peter staring down at me and I realized she was completely right. So many bands just want to play music but don’t have a clear idea of what the basic concept behind the band is. I’m not talking about your concept in terms of “Oh we play black metal fused with folk” that’s cool and all but it’s not enough to differentiate. The entire focus of marketing band should be around your concept, be that lyrical, visual or whatever. You want people to say, “Oh that’s the band who do X” and X can’t be a genre because that isn’t memorable for people most of the time. Continue reading →