As an artist, did you ever wonder, “What Do You Sound Like?”
“So what do you sound like?”
This question has a familiar ring to most musicians, and for many, it’s difficult to answer and yet it is something that many artists resist thinking about. Those same artists will say things like “We do our own thing!” or “We don’t sound like anyone else,” or “We don’t want to be categorised.”
Naively, it can be tempting to get over “So what do you sound like?” with as quickly as possible by just tossing out your genre (for many — your grandma’s friends, for example — that answer’s probably good enough), but there are reasons it’s worth your time to put a little more thought into your reply.
The most obvious, of course, is that you want people to come to your show or at least check out your music online, and a one-word answer like “jazz,” “metal,” or “pop” just isn’t as enticing as a more detailed reply. Another is if you’re reaching out to members of the music industry, such as promoters, label heads, or writers as you’re building your career. A unique and accurate description only will help them recognize your potential.
If you’re not enthusiastic and interested in your music, why should anyone else be?
Remember, defining your sound is not about pigeon-holing or limiting your artistic freedom. As a new artist, identifying your genre and peer musicians is an important step in defining your brand. Identifying what you sound like as an artist immediately identifies your target market and creates a foundation for your marketing strategy: which platforms you should be targeting, which fan bases you should reach out to, and which media outlets you should contact during your PR campaign.
These connections also make you more discoverable. Including these comparisons in your marketing materials will increase your search engine optimization (you’ll start appearing in searches for the artists and genre you are associating yourself with), and it will help potential fans figure you out straight away. Like it or not, we live in a culture where the average attention-span online is approximately 3 seconds. Defining your brand in familiar terms will help people imagine your music.
Here are a number of things to think about while you craft your answers to this question:
1) Collaborate With the Right Artists
This should be a mix of big and small artists. If all you do is identify yourself with bands that are in the Rock and Roll Hall of Fame (“we’re like the Beatles meets Stevie Wonder!”) then people are just going to walk away from that thinking, “And you aren’t as good as either of those bands.” But if you find some artists that are closer to your level, it will give you more opportunities to build on.
For example, you could pick a newer artist who is still building a name for themselves. Find out what artists are being hailed as the “Next Big Thing” by music bloggers. Journalists are going to be interested in writing about other artists like them. Utilize the social media to find your tribe. Remember to remain realistic and true to yourself when doing this.
2) Create Your Own Genre
As long as it can be easily explained. Fans love to discover something new but at the same time they need to instantly understand it. Plus, the beauty of creating your own genre is that you can lump anybody you want into it.
3) Be unanimous
Bring up the question “So what do you sound like ?” with your bandmates. You may have different opinions of your sound, which is totally expected and awesome. The idea here is not to necessarily be identical, but to make sure that everyone is able to communicate his or her thoughts to create some fluidity. If the same person approaches both the singer and the drummer with the question, their answers should be in the same ballpark.
4) Ask a Journalist and/or a Loyal Fan
One of the reasons artists struggle with the “sound like…” question is they’re too close. It can be hard for them to step back and be objective. This is why it’s good to ask someone else what they think. It could be a journalist, a friend or a loyal fan. See what they say about you and quote them. Your musically inclined friends, bands you’ve played shows with, and even your social media followers have a more objective perspective on your music than you do.
A media quote describing you as “the new Radiohead” is more credible than describing yourself as the new Radiohead. Take the lead from others.
5) Be flexible
The way you write about your music isn’t set in stone, and neither are the words you use to describe it. Make sure to revisit your descriptions every few months or so to make sure your words match the current state of your band.
Remember, knowing who you sound like is a blessing. The confidence, sincerity, and passion you bring to your music is your own thing. It has to be be clear.
Make sure you’re comfortable voicing your descriptions of your music so you come across natural and not “canned.”
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