Establishing effective branding / social media planning thanks to "City of Moreton Bay"
Hello everyone,
This month I undertook 3 x brilliant sessions with Clay Myers and Nashville Music Consultants, LLC - establishing effective branding / social media planning for my forthcoming second album with Old Fashioned Records.
These sessions were made possible by the City of Moreton Bay and their incredible support.
Below is a summary of my experience made available for any artists seeking advice/feedback/ insight into these areas.
Best,
Brad
The Regional Arts Development Fund is a partnership between the Queensland Government and City of Moreton Bay to support local arts and culture in regional Queensland.
ESSAY:
Over the past month I was fortunate to work on 3 x zoom sessions with Clay Myers (Nashville music consultants).
I will be honest, I went into the session with a clear motive and plan - to bring together all of the aspects of my work into one brand. Music, Theatre, Acting… Together in the one narrative. The one brand.
During the first zoom I shared with Clay where I was at in my career. Though we had discussed things prior to the grant being approved, there was still so much to cover. I shared my brand values, my upcoming projects - the songs already recorded, the upcoming podcast, my musicals and my desire to enter a new chapter in my career.
Clay listened patiently and asked for links to all of my work. He said he wanted to did deeper into my work and develop a plan to share with me in the next zoom.
I suppose I expected more of an ‘online course’ - Clay outlining data to me from a spreadsheet, explaining the points an artist needs to hit to have a ‘successful brand.’ Instead what I received was so much more. Over the course of the three zooms he would create an 18 month plan for me to roll out, phasing in new music and my podcast to varying degrees. He would help me understand how the ‘narrative’ of an artist is the perfect cross of visuals, purpose and material - in that the artist must look like they sound, and be telling the ‘why’ to match.
During the second zoom Clay had a presentation for me. Before I explain that I would like to take you to 2022 when Clay and I first met.
During a coffee meeting in Nashville, Clay explained after listening to my music that I was probably a ‘yacht rock’ artist. If you don’t know this term click this link to explore what that means then come right back :)
If you do, you’ll know the genre title (Yacht Rock) was created through a parody of the musical genre and had since become an actual used term to describe smooth jazzy rock of the 70s & 80s.
In 2022 I didn’t like the idea of calling myself a ‘yacht rock artist’ and I liked even less in 2025 during our second zoom.
So, Clay begins his presentation and outlines to me the reasons why he is certain now, I have a real opportunity to brand myself in this Yacht Rock world.
He explains great marketing is when you find something just adjacent to the artist - something that resonates with the public and gives them something to latch onto - and proceed with it. In my case, it was Yacht Rock.
As I listened to him explain, I became more and more aware that he was right. The music from my upcoming project were smoother than ever before. They had been recorded in LA at Capitol Studios with band members that had played on many of the classic Yacht Rock songs of yesterday. Strike one.
He noted my personality and brand was that of fun. My live shows were not serious or dull… They were bright and full of personality. These were the natural characteristics of Yacht Rock and allowed me to be more of who I was - not less. Strike two.
Finally… the more I explained why I hated the idea of being Yacht Rock I started to love the idea or telling ‘this story.’
Yacht Rock is a contentious term because it is yet to be embraced by all of the artists that it claims to describe. The fact the term was formed through parody does not sit well with the likes of Steely Dan who refused to take part in the recent documentary. Clay outlined a case that while many of the acts in the yacht Rock space were covers acts playing up the parody element in costume and sailors attire - I could be a legit artist, making genuine music, timeless… romantic… Smoooooth.
STRIKE THREE.
As we ended the second zoom session I knew Clay was right, and further more I loved the idea of finding the fashion to suit this narrative. I loved the idea of building a story around the ‘AM I YACHT ROCK? Question? The playfulness and truthfulness seemed genuinely thrilling. Like he people that don’t like the term - I am forced to ask what if I am actually… dare I say it… a Yacht Rock artist? This was a brilliant idea for a new podcast series. A new chapter for my career.
Now if you are an artist reading this allow me to condense the lessons learned during this zooms.
Firstly, share where you are. Find a way to tell that story. The values of why you are doing that, out of the circumstances you are at now, is your brand.
During my first album I choose the brand of ‘old school artist for modern times.’ I was trying to market to people that liked old school music / old rock n roll…and for the most part we were successful. Upon reflection this was not a fine enough point to fully capture my artistry or the artist. The broadness of the brand and messaging became a too wider net to fish with. We would attract a wide audience, without clarity, many didn’t understand the narrative I was trying to market.
I see now brand is a journey that we grow into. The artist needs to begin to have runs on the board. Each opportunity brings mistakes and successes that can be enhanced. As your music grows your brand will grow.
Secondly routine and focus is key in developing a social media plan. And this brings us to the final zoom with Clay.
It was very early in the morning, and I was feeling a little unwell. But it didn’t take long for me to perk up… As Clay unveiled an 18 month plan to build upon my social media successes that would link in my new upcoming songs and podcasts, and would all be focussed through the narrative of ‘Yacht Rock.’
He supplied me a new bio that themed my bio to the story we had focussed on, removing all of the other elements of my work. As I had already developed the True Arts Podcast Network to house my podcasts and a social media channel to promote my musical theatre works - I totally agreed with this clarity.
This narrative also helped me decide on locations to films my social media content. Beach, road trips, Yachts, cruise ships… bright colours, 70s/80s jackets…
I had the mission. To focus solely on telling the story of my new chapter. I had found a brand that reflected my values and the tone of my music, I would find new attire to ensure the narrative is present visually. Lastly, I would use elements of real life to deeper my audiences relationship with the brand… “Am I Yacht Rock?” “Does it matter?”
Again to the artists reading begin with your values. Ask what your music sounds like… Even if you don’t agree with this explanation, it’s important to own it. You are the culmination of all your idols and as such, won’t be exactly the sound you wish you were. At least that’s been my experience.
The genre we ‘seem most like’ holds a story for us to dig into. Whether it’s a mood, passion, focus, past time - the story is waiting to be found. From this we can deeper interactions with truth that is now coloured by the audiences understanding - made possible by the brand/initial attaching of the musical genre. This has been simplified but I hope it’s a inspiring window into the important process all artist go through, step by step, finding our brand and narrative, alongside the creation of our music.
