Being indie (independent) artists, we are in a position where there isn't much wiggle-room to compromise between the music and the look. Both are two very different and separate aspects of who an artist is, but they are still very closely related. The music and the look are the complete sum of "the package". The question we want to pose is, "Which of these two is the greater?"
The music is important because without the music, there would be no artist. The music is that thing the audience latches onto, vibes with, and in some cases, the music is who an artist's audience becomes. Undoubtedly music is the most influential medium on this earth, but in our opinion, it's not just the music that sells an artist to people. It's not just the music that turns a person into a "fan", or from a fan into a "supporter", an even deeper level of backing. Before you get to someone's ears, nine times out of ten you're going to have to get there eyes first. "If we can get their eyes, then we can get their ears. If we can get their ears, we can get their hearts." This statement was coined by us, both through observation and our own experiences thus far in music and life in general. We believe this is a truth that anyone can apply, whether you're selling CDs or insurance. The eyes are the primary gateway into a person. The harsh reality is that a solid look coupled with mediocre talent will beat solid talent paired a mediocre or below average look most of the time. Thanks to technology, it is neither overly difficult nor expensive to make quality sounding music, but an excellent look is what sets artists apart. To our fellow indie artists: Yes, the music is important and sound quality is necessary, but the look is the difference maker. The look has three aspects:
1) the physical appearance – how the artist looks or is portrayed physically.
2) packaging presentation – how the product (the music) packaged. A lot of times, the first impression an artist makes on a potential fan is through the music's packaging
3) promotional presentation – website and social media used with the purpose of communicating, not spamming.
"The value of something is in it's presentation." You may have heard us use this Dr. Mike Murdock quote before, but it's the core of why the look is so relevant. As an artist, you're a product, selling yourself and your ideas to people. Interest is spiked and people are wooed, by an excellent presentation. Once again, as artists we're not saying that the music or substance isn't important, but we are encouraging you, in whatever you do, to be conscious of the look because it is über important, and could be that one thing to catapult you to the next level.