Learn about digital marketing and how one, as an artist, can effectively and successfully create and manage a brand. In this seminar, Dietrich Pflüger and Moritz ‘Mo’ Sauer will teach you the basics of brand theory as well as methods of self-marketing. Apart from theory, the participants develop their own portfolio website and advertise it via social networks and with digital tools.
Part 1: The Musician as a Brand
Why is a clear marketing image more important now than ever? The beginning of this workshop deals with the idea of the artist as a brand. We will explore and discuss the question: Why is it so important to be recognized and remembered in today’s market? Once simple and easy to navigate, the media landscape has transformed in recent years into a complex world of communication channels. The success of mobile devices, social media and a new model of media consumption present a number of significant challenges for the artists. The first part of this workshop answers the question of how one can develop a clear image and consistent working process for oneself so that one is noticed amongst the vast oversaturation in the world of digital media and communication?
Part 2: Digital Tools for Self-Marketing
How do I construct a marketing network using digital tools and technology? The good news is that there are many professional tools today available to artists at no cost. The second part of this workshop introduces important digital tools for the construction of your own website as well as for communication, maintaining fan ties and marketing newsletters. Additionally participants will learn how to use online services like WordPress or Mailchimp via practical exercises.
At the end of the seminar will show how one can create an independent self-marketing “ecosystem” for oneself through interconnection of the various tools and services. The instructors will also share some tips and tricks about how to save time using automated features.
What you should bring
Moritz (Mo) Sauer is a journalist, teacher, author and web designer. He focuses primarily on topics related to the Internet, communication, journalism, WordPress, web design, marketing, music and digital culture. Among other renowned institutes he has worked as a teacher and coach for the Deutsche Welle Academy, the German Center for Air and Space Travel and the Hans Böckler Fund.
Dietrich Pflüger is an expert on digital marketing, information architecture and user experience. As a senior producer at Generator (Sony DADC New Media Solutions), he is responsible for conception and realization of international projects. His focus lies in the conception and realization of digital solutions for markets in the entertainment branch. He previously worked at Sony Music (Global Digital Marketing), Univeral Music (Online Marketing) and the agency Scholz & Friends.