Join the movement

Join the movement!

Join the movement!

Share this:

How To Create an Artist Brand from Scooter Braun’s Creative Director

Join the movement!

Jessica Severn Thumbnail

Must Read

NFTs for Music Explained (in Musician Terms)

I have a new album coming out April 9th. No, I'm not about to pimp another album NFT (more...

How Much Each Distributor Pays For Spotify and Apple Music

All streams are not treated equally. How much Spotify and Apple Music pay for a stream varies on many factors. There...

Songtrust vs. Sentric vs. CD Baby Publishing vs. TuneCore Publishing

Which admin publishing company will work best for you: Sentric, TuneCore Publishing, CD Baby Pro Publishing, or Songtrust?
Ari Herstand
Ari Herstand is a Los Angeles based musician, the founder and CEO of Ari’s Take and the author of How to Make It in the New Music Business.
Share this:
How To Create an Artist Brand from Scooter Braun's Creative Director

Listen on your favorite podcast platform: Spotify | Apple Podcasts | Stitcher | Acast

Today’s guest is Jessica Severn. She, for 7 years, worked at Scooter Braun‘s company, SB Projects, doing creative direction. She spearheaded the campaigns for Justin Bieber‘s stuff over the past decade. She also worked with Yungblud and Ariana Grande. If you look at Scooter Braun’s roster you will see the kinds of campaigns she’s worked on.

Don’t worry! We didn’t talk about how to run a superstar campaign. We talk about artist branding. What does that mean? What is a design aesthetic, the importance of it, and why you should think about branding. How do you put together album, single, and music video campaigns? I think you’re going to enjoy this conversation.


Quick links:

3:31 – When and how an artist should think about branding
9:29 – The next steps after an artist fills out Jessica’s “brand therapy” form and how to create a mood board
13:20 – Why does someone do a mood board? What’s the point?
17:39 – Why does anybody need to care about the brand aesthetic from a philosophical view?
20:54 – The importance of visuals and sonic branding remaining similar
23:05 – How Jessica’s packages have changed since marketing has become less “glossy”
24:54 – It seems like the more money that is spent on social media campaigns, the worse it’s going to do
27:14 – Is it necessary for someone like Jessica to be involved in a project?
30:32 – Which platforms are catching and doing well for artists and brands?
33:18 – Does Jessica and her team help with TikTok strategy?
36:24 – How do you refocus an artist or brand that doesn’t think a project is “on brand” for them (TikTok, for example)
38:22 – What platform is the artist “hub” or “calling card” these days? The website? Instagram?
45:03 – The “why” is the most important question when working on projects
47:00 – Should you waste money on a high priced photo from a shoot or save them for a high profile press outlet that wants exclusive photos?
53:11 – Jessica’s company Deadhappy and how the creative direction business works
1:00:31 – What does a licensing agreement look like for the work that Jessica’s company creates?
1:04:42 – What it means to Jessica Severn to make it in the new music business

About The Author

Ari Herstand
Ari Herstand is a Los Angeles based musician, the founder and CEO of Ari’s Take and the author of How to Make It in the New Music Business.

Join the movement!

Advertisement

Podcast

Ricky Montgomery From Viral on TikTok to Major Label Bidding War

You may know Ricky Montgomery from his Vine days. You may know him from his band The Honey Sticks. Or you may know him because a few of his songs went viral on TikTok in 2020. This led to a massive bidding war amongst 50 major labels.
Advertisement

Related Posts