It all starts with music. But the moment you decide to become an artist — next to being a musician — your brand becomes important. That’s why we kick off with a branding assignment.

Shorten your bio to one paragraph

1. Find your one most important brand association.
2. Write your pitch bio.

There are multiple types of biographies.

The goal of this task is to position your artist’s brand story. Let’s say I just discovered your music (we’ll cover that later this challenge). I’m with friends in a bar, so I can’t let them listen. I need a great story to talk about you and persuade my friends to follow you.

I call that story a pitch. It needs to be short and persuasive. So short, you can use it everywhere online. So persuasive, a venue that booked you can copy-paste this pitch to sell tickets.

The pitch has a standard format:

• First sentence: Explain WHY you do what you do.
• Find and describe your most important brand association. A brand is a summary of associations. Brands may evoke images of happiness, of fun, of wealthiness, while others you associate with being a cheap or good value.
• Second sentence: Explain HOW you do that.
• Describe how your actions contribute to your brand. If your brand is about happiness, explain how you let people achieve happiness.
• Third and final sentence: Explain WHAT you do.
• Describe what you deliver. For most artists it’s a description of their music genre.