Sam smith's brand
Sam Smith’s brand name is his own. Instead of choosing a stage name, Smith has chosen to stick with his real name, which is short and sweet. He uses a logo on the few clothing items you can buy from his online store via his website www.samsmithworld.com. The logo, two intertwined S’s, are found on the front of the clothing, beneath some of his lyrics. One of the clothing items has on it just the double S logo itself. The logo seems to be a smart use of his initials, and with the increase of his brand equity, could become more popular to distinguish himself as an artist.
Smith’s associated colors seem to be classic blacks, whites, and other neutral tones. These colors are muted, perhaps to focus less on what he wears and more on his talented singing voice. Even his website has a classic black background to it with white lettering. The typeface that Smith uses is also more on the ordinary, muted side. His hair, however, is unique in style, with shaved sides and longer length in the middle and sides.
Smith’s website is in English, though you can sign up for a Sam Smith newsletter in a multitude of countries, so as to appeal to worldwide fans. He also connects to fans using various social media profiles on Facebook, Twitter, and Instagram. In these posts and in interviews, he is friendly in nature to his fans, and seems to be grateful for the success he has had so far.
Additionally, Smith’s brand is geared towards an audience who connects with heartbreak and heartache. Smith’s In the Lonely Hour is a CD about unrequited romantic love. By appealing to these romantic feelings, he appeals to a wide audience.
Over time, the brand has developed into one that encompasses many different musical genres, stemming from his collaboration with Naughty Boy and Disclosure. These collaborations have dramatically increased Smith’s brand equity, as his name becomes more popular and his songs continue to climb the charts.
Smith’s associated colors seem to be classic blacks, whites, and other neutral tones. These colors are muted, perhaps to focus less on what he wears and more on his talented singing voice. Even his website has a classic black background to it with white lettering. The typeface that Smith uses is also more on the ordinary, muted side. His hair, however, is unique in style, with shaved sides and longer length in the middle and sides.
Smith’s website is in English, though you can sign up for a Sam Smith newsletter in a multitude of countries, so as to appeal to worldwide fans. He also connects to fans using various social media profiles on Facebook, Twitter, and Instagram. In these posts and in interviews, he is friendly in nature to his fans, and seems to be grateful for the success he has had so far.
Additionally, Smith’s brand is geared towards an audience who connects with heartbreak and heartache. Smith’s In the Lonely Hour is a CD about unrequited romantic love. By appealing to these romantic feelings, he appeals to a wide audience.
Over time, the brand has developed into one that encompasses many different musical genres, stemming from his collaboration with Naughty Boy and Disclosure. These collaborations have dramatically increased Smith’s brand equity, as his name becomes more popular and his songs continue to climb the charts.
I’ve been treated as normal as anyone in my life; I’ve had no issues… I want to make it a normality because this is a non-issue. People wouldn’t ask a straight person these questions… I’m not in this industry to talk about my personal life unless it’s in a musical form… Why is [my sexuality] a talking point? I’m singing, I’m making music, I’m performing my music—that’s what should be the talking point.
Read more at http://www.inquisitr.com/1347689/sam-smith-coming-out-puts-him-at-center-of-attention/#1TQOQvV4pcDkhRAg.99
In addition, with his recent coming out, his brand has now shifted more to the LGBT community. This significant change may help or hurt Smith’s brand equity. It may alienate some fans while adding others.
Moves in order to strengthen and develop the brand include Smith making the rounds on tv shows in the US, such as “Saturday Night Live” and “The Tonight Show with Jimmy Fallon.” Going on these shows has increased his brand awareness, and thus increased his brand equity. In addition, his brand equity continues to grow as he continues to go on tour in Europe, helping to get his name out there.
Moves in order to strengthen and develop the brand include Smith making the rounds on tv shows in the US, such as “Saturday Night Live” and “The Tonight Show with Jimmy Fallon.” Going on these shows has increased his brand awareness, and thus increased his brand equity. In addition, his brand equity continues to grow as he continues to go on tour in Europe, helping to get his name out there.
branding characteristics & brand equity
Smith’s brand awareness has increased with his musical collaborations, television appearances, and touring performances. All of these factors have played a part in helping Smith gain brand equity through brand awareness. So far, it seems as though most of Smith’s brand awareness has created a positive impact on his brand equity. One factor that might create a negative impact on his brand equity is his recent public acknowledgment of his homosexuality. So far, though, it seems as though this admission has had little to no negative effect on Smith’s brand, as his music continues to be at the top of the charts. |
Smith’s sound and image is fairly unique, and has been consistent so far throughout his music career. In sticking with his classic and ‘sad boy’ image, he has helped maintain his brand equity. Smith’s soulful voice helps him differentiate from his competitors, along with his classic style and unique haircut.
His reputation is one of a soulful singer, who stays away from profanity and steers towards romantic lyrics and themes. So far, it seems as though Smith’s reputation is positive in the public eye. His music seems to be received fairly well with music critics, and well with the general public (by staying at the top of the charts), therefore implying that Smith’s music is generally esteemed by critics and the public alike. In addition, the fact that his music continues to be on the charts suggests that Smith’s music has relevance in today’s society, thus increasing Smith’s brand equity.
His reputation is one of a soulful singer, who stays away from profanity and steers towards romantic lyrics and themes. So far, it seems as though Smith’s reputation is positive in the public eye. His music seems to be received fairly well with music critics, and well with the general public (by staying at the top of the charts), therefore implying that Smith’s music is generally esteemed by critics and the public alike. In addition, the fact that his music continues to be on the charts suggests that Smith’s music has relevance in today’s society, thus increasing Smith’s brand equity.
brand equity monetized
Although Sam Smith’s music career is short, he has burst onto the scene with the help of groups like Disclosure and Naughty Boy and made a name for himself. If one way of determining brand equity is using Billboard metrics, Sam Smith just became number one on the Billboard Artist 100, topping the likes of MAGIC! and Iggy Azalea. This news comes just as Sam had announced in an interview that he is a homosexual man, a crucial component that is shaping his brand equity and creating an interesting conversation in the music world. Moreover, Smith has already played mega festivals such as Bonnaroo and Glastonbury this summer, a clear indicator of brand equity being monetized. He is scheduled to perform at many more of the big summer festivals and this busy schedule is an indicator that Smith’s ‘new sad’ product is blossoming and he is developing brand equity. Sam’s debut LP In the Lonely Hour has done fairly well, and this is another driving factor in developing his brand equity.
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increasing smith's brand equity
Currently, Sam Smith has been in the center of the debate on what it means to be a popular music star and openly gay. He is one of the first artists to be openly gay and achieve great mainstream success as his debut LP In the Lonely Hour is actually based on a man Sam himself loved but the feelings weren’t mutual. We have learned that in order to increase brand equity and make ripples in the music world you will have to alienate some fans. Therefore, Sam’s recent career moves and his open sexuality will turn away conservative fans but will have great importance in bringing those closer who are supportive of the LGBT movement. By immersing himself even more in this movement he will show fans that he is politically aware. Moreover, by aspiring to create music that is progressive and relevant to an uber-critical issue for our generation will be a driving factor in increasing brand equity. In a recent interview with the magazine FADER, Sam laments the fact that his sexuality is even a factor in his music, and while this may seem like a branding mistake he is creating immense brand loyalty with the fans who agree that his sexuality shouldn’t make a difference in his fanbase.
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branding mistakes
Currently, Sam Smith has been in the center of the debate on what it means to be a popular music star and openly gay. He is one of the first artists to be openly gay and achieve great mainstream success as his debut LP In the Lonely Hour is actually based on a man Sam himself loved but the feelings weren’t mutual. We have learned that in order to increase brand equity and make ripples in the music world you will have to alienate some fans. Therefore, Sam’s recent career moves and his open sexuality will turn away conservative fans but will have great importance in bringing those closer who are supportive of the LGBT movement. By immersing himself even more in this movement he will show fans that he is politically aware. Moreover, by aspiring to create music that is progressive and relevant to an uber-critical issue for our generation will be a driving factor in increasing brand equity. In a recent interview with the magazine FADER, Sam laments the fact that his sexuality is even a factor in his music, and while this may seem like a branding mistake he is creating immense brand loyalty with the fans who agree that his sexuality shouldn’t make a difference in his fanbase.
brand impact
Stakeholders associated with Smith include WME, Creative Artists Agency UK, Smith’s management team (Method Music, Sam Evitt, Jack Street, Mansion Artists Ltd., and Elvin Smith), and Smith’s record company, Capitol Music Group. Smith’s brand has the ability to generate income for all involved with Smith’s music. Since brand equity can be monetized, if Smith’s brand equity continues to rise, Smith can be seen as not only successful in his own right, but successful to the personnel and companies that support his career.
Additionally, if Smith’s brand equity drops, then Smith might be counted as a loss of monetary funds, time, and effort for all those who worked to increase Smith’s brand equity. Therefore, it is in the best interest of all involved with supporting Smith that Smith’s brand equity is maintained or keeps rising in the future. |
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Smith's growth as a brand has had a substantial impact on Capital Records thus far. Even though Smith was not able to debut with a #1 album on the Billboard charts, it still was a top seller. Smith may have been able to sell more records and gain another chart position or two if his music was released on Spotify streaming prior to the album's official physical release. In the future, Capital Records will most likely change this marketing strategy and will urge their artists to allow Spotify streaming of their music in order to appease fans and create buzz for albums.
Smith's rapid rise in popularity has impacted his future tour dates. Smith's tour tickets are being sold quickly, and will most likely continue to sell if he continues to come out with music people love and he keeps getting recognized for his work, through social media or awards. As his popularity rises, he will most likely add more tour dates in the future. If all goes well, there might even be a high increase in demand for his live performances if he does well at the 2015 Grammy Awards.
Smith's rapid rise in popularity has impacted his future tour dates. Smith's tour tickets are being sold quickly, and will most likely continue to sell if he continues to come out with music people love and he keeps getting recognized for his work, through social media or awards. As his popularity rises, he will most likely add more tour dates in the future. If all goes well, there might even be a high increase in demand for his live performances if he does well at the 2015 Grammy Awards.
identifying with smith's brand
A given consumer will interact with any artist in their own unique way. What compels myself from Sam Smith’s music and keeps me interested might vary from other consumers. Just as all of our taste buds differ, our musical taste buds also differ. For example, I’m not a homosexual man but two of my cousins are, and since I discuss their opinions on the LGBT movement and living as a gay man in America, I connect with Sam Smith in this regard. Others may not care or see his sexuality as a strong connection to the artist, however each person is different. In the case of Sam Smith, he is at an interesting point in his career. He is so young and new to the mainstream that it will be interesting to see what path his career takes as he develops as an artist. He has achieved great short term success and is starting to develop a strong, loyal fanbase. He’s doing the festival tours and getting mass exposure and recruiting new fans while developing brand equity. His debut LP achieved moderate success and officially marked Sam Smith’s entrance into the major label market. He must keep working and capitalize on this burst to fame, and most importantly focus on developing a plan for long-term success so that he doesn’t become the next one-hit wonder.