Overview
The composer's greatest priority is to make music come alive for all to enjoy. The basis for every exceptional composer is to convey a story, invoke a feeling, or inspire the imagination. When composers personify their music, they add another layer to their distribution of projects. The layering of their musical ideas further boosts the music experience for consumers, increasing overall sales and driving engagement for the composers who undertake this marketing method.
What is the personification of music?
The personification of music comes in many forms. It can be how the composer acts, dresses speaks or interacts on social media. The previous points become intertwined with the beat and the cover art selection of any given piece. In the case of Playboi Carti, he created a neo-punk vampiric theme for the "Whole Lotta Red" rollout. The dark leather clothes worn by Playboi Carti took an atmosphere of mystery as pictures of the composer were taken against eerie dark backgrounds. The exciting way he spelled and organized his thoughts via Twitter increased the engagement between him and his consumers. Many of his consumers continued the trend and created their version of the language Playboi Carti initiated, bolstering his sphere of influence in the digital world. As we look to the cover art for the album, Playboi Carti offers a nod to Slash magazine as they led the charge for punk culture during the 1970s. The strategic decision to model the cover after the magazine allowed a range of generations to understand the collective theme, participate in interactions with the composer, and rally support for the new project. This practical business strategy has allowed Playboi Carti and other composers to cultivate excitement for the intersectionality of music, art, and fashion.
Why is it necessary?
Furthermore, composers personifying their music can be traced back to the mid-20th century. Rick James, Prince, and Michael Jackson are notable figures who nurtured the marketing style as they reached greater heights in their career. Personifying is becoming an increasingly critical path for Composers to pursue. The synergy of the previous sectors is of the utmost importance as they convey a tangible theme for consumers and investors of the brand. If we look at the case regarding Playboi Carti from the project "Die Lit," the rollout lacked a concise theme leading up to the release date. Marketing strategies included short video clips at the studio, song trailers, and interviews. As a result, we see sales at 61,000 units within the first week. Conversely, leading up to the "Whole Lotta Red" project, Playboi Carti begins to leverage personifying his music with critical partnerships. The collaboration between Playboi Carti and Givenchy's creative director Matthew M. Williams highlighted the move to aid the vampire punk aesthetic, as Givenchy would be responsible for the wardrobe. The intentionality of selecting specific threads for the composer to wear would call forth industry analysts to scrutinize the decisions as many outfits and photoshoots pressed upon the bounds of traditional male standards. The following acquired a larger audience due to the luxury conglomerate deal as we saw a reactionary response from the photoshoot painting Playboi Carti in the new light. First-week sales for the album saw an increase to 100,000 units from the previous project, "Die Lit." The latter would catalyst the industry to transform as music teasers took the backseat. As we have seen in recent times, composers look to this approach to push their brand. The consensus amongst composers is to release photo collections and partnerships to promote their music rather than the standard teaser. Industry participants have observed the gains in streams across the board due to personification, which would underscore why we have seen Playboi Carti, Travis Scott, and Rico Nasty make headlines.
Takeaway
Overall, the personification of music is an effective business strategy and represents the creativity of the artistic process in delivering a practical music experience. Personification is still in its earliest stage as a business strategy; however, it has paid dividends to the composers who pursue it. Only time will tell how this will further transform the composer-to-market process. There is a vast market to tap into, and the more adaptable composers are developing their strategies to achieve the most significant share.
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