CHAPTER 4

Opportunities Ahead: Branding and Marketing

The possibility of privileged access to the glamorously inaccessible is one of the greatest marketing lures there is these days.1

Ben Brantley, American journalist and theater critic

CHAPTER OVERVIEW

Articulating your authentic brand and communicating it to the public are two of the most important aspects of entrepreneurship. Your (or your business’) unique qualities and strengths will set you apart from others in the marketplace. Building a loyal fan- or customer-base, keeping them engaged with content marketing, thanking them for their loyalty, and making it easy for them to tell others about you will help you create a rewarding and sustainable business as a music entrepreneur. Three marketing ...

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