Brand Transformation and Rebranding in Music

One of the most prominent challenges artists face in our industry is maintaining and amplifying their brand presence to remain relevant to their audience and keep their message across their fanbase throughout their careers.

Last week's discussion on consumer attitudes and behavior allowed us to learn what drives our customer’s decisions and preferences. As marketers, we need to recognize that any change in our brand must resonate with our customer base while keeping it relevant and engaging. We need to take this transformation or rebrand as a growth tool and continue having customer loyalty.

Brand Evolution- An Artist’s Transformation

Brand evolution involves subtle adjustments in an artist's image, sound, or messaging. Their objective is to ensure that their brand remains resonant with the audience's evolving tastes without departing from the core identity that initially captured their interest.

Taylor Swift exemplifies the meaning of brand evolution. Transitioning from her country origins to pop and subsequently exploring indie and folk genres, Swift's 24-year-old career shows a progression that honors her roots while embracing growth and change.

Reputation Announcement

Taylor Swift’s Reputation Album

After eight years of a very public feud with Kanye West, Swift disappeared from the public eye, taking the opportunity to reflect on her journal and evolve herself as an artist. When she returned with the release of Reputation in November 2017, she made it clear to everyone around her that she had transformed into a whole new persona as she sang, “The old Taylor can’t come to the phone right now,” in the opening lines to the “Look What You Made Me Do” single.

She understood that staying relevant meant more than just producing hits for her. She allowed herself to navigate through different genres, from country to pop to indie and folk, integrating new styles while retaining her core identity.

Swift's vulnerability and stance in the industry are depicted in her 2020 Netflix documentary Miss Americana, where she shares, “The female artists that I know have reinvented themselves twenty times more than the male artists. We have to, or else you’re out of a job.”

Swift’s evolution has no end in sight, as The Tortured Poets Department singer continues to adapt to the tastes of her fanbase while growing as a person and an artist. It’s been delightful to watch her evolve in her career while growing her brand without losing the essence of who she is.

Machine Gun Kelly

Life In Pink documentary
(Source: Hulu Press)

Rebranding - When a Change is Needed

Rebranding is the opposite of subtle. It’s a dramatic shift in which an artist can choose to change their entire brand, image, and sound. It is a bold move and a risk that many are willing to take to change the course of their careers entirely.

Machine Gun Kelly's transition from rap to his "Pink Era" is an excellent example of an artist’s rebranding. For him, this change was more than a change in his musical style but also his image, which allowed him to connect with a broader demographic. People who never heard his previous albums or identified with the pop-punk genre of the early 2000s became fans.

Although many imply his shift to pop-punk was due to a feud with rapper Eminem, it opened up new opportunities for him, including newfound respect in the media, selling out stadiums across the country, and winning several awards, gaining the respect of industry peers.

“Me: Drops a rock song. ‘Arghhhh, he doesn’t rap anymore!’ Me: Drops a rap song.” ‘Arghhhh, he doesn’t do rock anymore!’ the singer posted on his now-deleted TikTok account in 2021, reports NME. ““Shut the [...] up, [...] damn! I’m not [...] dying tomorrow; I just drop music!”

Since his rebrand in 2020, both Tickets to My Downfall and Mainstream Sellout albums have gone platinum, embarked on two sold-out world tours, and received several awards, including Top Rock Artist Billboard Music Award, Favorite Rock Artist at the AMAs in 2021, Favorite Rock Artist at the American Music Awards in 2022, and earned a Best Rock Album Grammy Nomination in 2023.

Taylor Swift & machine gun kelly

2022 American Music Awards

Brand Evolution Versus Rebranding

Choosing between a gradual brand evolution and a decisive rebranding requires careful consideration of the artist's current standing, long-term aspirations, and the broader context of the music industry.

Taylor Swift's approach has predominantly been one of evolution rather than abrupt rebranding. She maintains continuity that keeps long-standing fans engaged while attracting new listeners.

On the other hand, Machine Gun Kelly’s rebranding is characterized by a musical revolution, a transformation in looks, and the acquisition of a new persona. By embracing new genres and exploring diverse musical themes and personal images, he’s reinvented himself and solidified his position as a multifaceted artist in the industry.

Both approaches allow artists to experiment with new sound styles and keep their brand fresh and relevant to their fanbase in the eyes of the media and thousands of people worldwide.

Takeaways

Brand evolution and rebranding are not tactical choices; they reflect an artist's journey, mirroring personal growth, audience development, and cultural shifts. Regardless of their path, these approaches aim for the artist to remain relevant and continue being successful. They both offer a valuable lesson in the industry and underscore the essence of sustained success, keeping the engagement with their fans.

Brand evolution and rebranding strategies help artists have lasting, impactful careers. As a music marketer and a fan of these two artists, it’s been a privilege to witness their growth firsthand. They continue to inspire their fans and many other artists in the industry.