How Do I Create A Music Brand Using Primal Branding®? Week 4: Rituals

The next piece in the great puzzle is Rituals. Once people know where you’re from, what you’re about and how to identify you, the next piece is how you act. Meaning in motion.

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There are so many rituals embedded in music creation, performance and appreciation that it is sometimes difficult to hit them all. From onstage performance to collectors who geek out over special albums, to fans who fly thousands of miles to attend concerts (we once flew to London to see Eric Clapton play at Royal Albert Hall), to Dead Heads who follow their band, to Tiny Desk Concerts, to The Rock & Roll Hall Of Fame awards, Grammy Awards, to the ritual act of the Jimmy Page guitar solo, to vintage guitar collecting (it’s big in Japan), to the Bono and Springsteen Taylor Swift crowd sing-along. This song goes on and on and on.

Icons and rituals work together. Your Roland keyboard is an icon — one of the greatest tools in music-making; the Roland sound is also iconic. But playing it and tweaking the sound are ritual acts. Performing is a ritual, and fans come to expect the way you act during your performance as a repeated positive experience; a ritual. (However, your clothes/costuming, other instruments and stage layout are iconic.