rehearsals and then tape live performances. It’s tough to develop a good show when you
can’t see what the audience sees. You might think the singer is looking like a million
bucks from the back, but the audience might think he or she is looking somewhat lame.
Without some solid way to gauge what you, your band members and front person or
singer do on stage, all you can do is guess. “Gee, that kick looked cool.” Does it really?
Without a video or trusted person to tell you how you come off while performing, you’re
pretty much clueless.
Beyond the stage show is the band’s overall “look” and attitude. Are you going for
edgy and dark? Innocent and pure? Sexy and sultry? Something in between? What you
wear, your hair and all the parts of your public persona should be reviewed to ensure con-
sistency with your band’s brand. KISS were masters at this. Up until 1983, KISS mem-
bers never made an official public appearance without their trademark black and white
makeup. The personas they created were never out of character when it came to their fans
and the public-at-large.
What you wear on stage, what you say and how you say it during interviews and in
public while representing your act should align with your brand’s ideals and image. An-
swering interview questions and interacting with fans and music industry writers, re-
porters, bloggers, etc., should be planned and rehearsed. It might sound like overkill and
an awful lot of work, but it’s needed to ensure consistency. With consistency comes fan
loyalty. Many of those loyal fans will become evangelists for you and help to spread the
word much more than you and your group’s members could do on your own.
Positioning