Millions are singing. Few become stars: the power of a personal brand in the case of Madonna, Olga Buzova and Timati

Everyone will die but I will remain: how to build a personal brand to truly be remembered? We are interested in Anastasia Kere, a graduate of the University of the Arts London, founder of Kere Group Los Angeles California and an online academy that has graduated over 20,000 students worldwide. And we trust his experience: more than two million viewers on social networks and the author’s many years of experience, reflected in their programs for promoting and creating a personal brand on the Internet, speak for themselves.

Today, the “personal brand” has become one of the main trends – in fact, it is a system that any person can build to become clearer and more noticeable to others. A certain set of meanings, images that form a certain attitude of the viewer towards a person. For example, each of us has a certain scope of reputation – a conditional number of people who, in principle, know about our existence. But the most important thing is what exactly they know about you. This is how we unconsciously form certain images and emotional connections with people.

Your colleagues see you on one plane, your family on another plane, your friends on the third. And with the rise of social networks, it has become possible to build an audience of strangers who have no direct contact with you. Then questions arose: how to make the process of forming an image in the minds of others systematic and manageable? Does personal branding apply to celebrities? Which comes first: popularity or personal brand?

Actually, everything is simple. You may be popular at first, then confused by the question of creating a brand for yourself. Or you can create a system first and only then become popular. This scheme works both ways, and this is especially evident in the star example. For example, was Madonna aware that she was building a personal brand when she started her career in movies with erotic scenes or moonlit movies as a nude model? Or when Sylvester Stallone starred in the 70s adult movie The Italian Stallion? Of course not. First of all, they solved the problem of finance, but still chose a certain vector and, as it seemed to them, proceeded along a trajectory that would lead to the desired result – to appear. Madonna danced, studied music, made acquaintances, and Sylvester Stallone wrote screenplays, but was unfortunately rejected. There was no talk of building a personal brand.

And today, the same Madonna phenomenon, whether actress, model, dancer, drummer, guitarist, vocalist, songwriter, is in high demand and at the frenetic pace at which she changes images while remaining organic in every form.

Stylistic “shoe change” allowed him to stay at the top for a long time. Simply put, as he grew in stature, he already began to understand the rules of the game and form a certain image: borderline honesty, flirting with religious themes, constantly shocking the audience, changing musical styles, juggling images. He created a personal brand bearing his own name, whose main theme was change. The dynamic system he created has allowed him to be in constant trend, from bestseller to long-seller. And that’s something very few people do. At the same time, a priori, Madonna, of course, could not have known that this particular strategy would work.

Another good example of a personal brand at work is Lady Gaga. A girl from a musical Italian family immediately understood that she wanted to sing and strictly vertically moved towards her goal. “I make songs for dresses,” she will say later. This is because, first of all, Lady Gaga creates an image, an image, thinking about it to the smallest detail – she initially thought with images and showed this in her work, literally shouting from the stage: “I am different.”

The singer didn’t try to be beautiful, she made her public appearances to the point of absurd, and that’s exactly what gets into the hearts of the audience because the weirdest things always get attention. Plus, of course, hard work and talent.

In general, an artist’s personal brand starts with a personality and answers the questions: Who am I, what are my values, through what do I want to show myself? Do I want to be a vocalist or a writer? Or maybe a producer? what is my mission? Who is my audience? I believe that today it is possible to create an artist from any person. Both Madonna and Lady Gaga aren’t the most outstanding vocalists, and there are plenty of women who are more gorgeous, both by vocal sources and external data. But they are not successful.

Millions are singing. Only a few become world stars.

Since creativity does not develop by itself, sooner or later it turns into a systematic work with meanings. This is a personal brand and a structure where it is important to answer these questions: Who is my audience, what kind of artist do I want to be, how will I look and what message should I carry? 95% of those who dream of popularity do not even ask themselves these questions. But in vain.

We have a unique example of Olga Buzova, who is more of a brand than anything else in general. A perfect example of how the right system of interaction with the audience and people through images and meanings allows a person to do everything: sing, write a book, sew something.

But Timati, for example, is a pure strategist. When I was 17, I went to their parties and clubs and r’n’b were in fashion. Popular Moscow guys – it all started with this, and soon the “golden boy in a mink cloth” realized that the topic of rich parents was no longer something they were ashamed of in conversations, and began to actively shake up this topic. . “The Factory”, rap, collaborations, labels, artists, barbers, clothes, restaurants and going away. Timati is now a brand that can promote and be successful in many areas, although not always.

An important part of the personal brand system is to build it out of yourself and your personality, based on your own principles and meanings. A career and a successful career is always difficult and long. It is impossible to try someone else’s life, and any artist who does not fulfill his vital desire will be destroyed.