Branding and the Independent Artist

Returning, as always, to my obsession with clothes... in this case the eclectic t shirt collection.



Perhaps a year and a half ago I was doing the most(?) unglamorous part of my job, sorting the mail. Someone has to do it. There was Jupiter Images catalog with an offer for a FREE t shirt by artist Michael C. Hsiung. I had never heard of the artist, but I know a funked-out t shirt when I see one - and this was one of the best.



I begged the creatives to buy a Jupiter image. Rats that they are - they needed no image at that time. I called Jupiter Images to beg for one. NO DICE. What's an obsessed t shirt freak to do? Google the artist! michaelchsiung.com I found his email address fairly easily. Fortunately the man has a heart of PURE GOLD. He found me a t shirt. I love it so much that I only wear it once a year to cut down on the ruinous effects of laundry.



In return for his infinite kindness (or marketing savvy???) I visited the site where he was selling his work at the time. I bought his Fish Story print for my house. My boss liked it so much we had it framed and hung in, um, our rest room (the print matches the paint). The story on the salvaged book page he used as a canvas is almost as great as the print!



Fast forward Fish Story approximately one year. We, like everyone else established a Twitter presence. Imagine my overwhelming elation the day I saw in my inbox that Michael C. Hsiung is following US!



I have read so much lately that branding is dead; that the traditional "matching" elements no longer apply - or are even effective. In the case of our Rock Star independent artist, that really is true. I GUESS he could have shot out an email campaign to a targeted list. Maybe he has brochures that he drops off at boutiques? I don't see how an ad in a publication or on television would benefit him. Me? I wish he had a catalog!



Instead he managed to impress Jupiter Images. Jupiter Images probably benefited from that association (not through us, I had to go begging for MY shirt). Unintended consequences? Or did the artist intend to gain himself some raving fans via this association with Jupiter?

No matter because it was pure genius. I can't be the only Financial Controller/Google AdWords Professional/Receptionist/Mail Sorter - or for that matter, how many creatives??? who became raving fans of Monsieur Hsiung due to one catalog that ALMOST got into the circular file with out a second look - until his gift, depicted on a t shirt caught my eye.

We don't market any independent artists here but if we did I think I would recommend some sort of "offer". That's the Big Buzzword for promoting online businesses. That's also how I found my man - online.

His site didn't have an offer per se; however his infinite (I'm not kidding) kindness was better than "buy one get one free". EVERYTHING in the world of advertising and marketing is getting so much more personal. It is as if M. Hsiung invented the concept.

Now he needs to design a line of clothing to sell to major department stores and niche boutiques. His designs need to be more accessible a moi. Heck, he could design a line of clothing and accessories to sell on his own site. It seems that he designs tattoos - lookee here! a reason to get another one!

Any angel investors out there? I know this artist who.....