I was reminded via NPR today that as we become more used to having social media in our lives connecting us to friends, family and colleagues far and wide, that we are likely to be more complacent than ever about safeguarding our privacy online… it’s an issue that can doggedly plague both your personal and professional life. The website Lifehacker.com has released a great guide on how to restore your privacy portfolio on facebook, unquestionably the most popular of the online social networking platforms. Your image and brand goes hand in hand with your talent, and most casting directors, managers, and artistic administrators are, in some way, affected by how well you juggle that intersection. At the very least, artists should have regular, frank chats with their managers, friends, and trusted colleagues about how they are perceived and if the brand and image is in good shape from an outside point of view. One should never forget that those closest to you – your manager, teacher, coaches and mentors – are a group of people who, to quote Dan Rather, “believe in you, tug and push and lead you to the next plateau, sometimes poking you with a sharp stick called “truth.” A heap of common sense and a little consistent vigilance will really pay off in the end!

In between flights, work outs, business planning and subway rides I am fascinated by the psychology of the opera business. I discuss this with my colleagues and we wonder about it and try to come up with explanations and reasons for the constant roller-coaster ride – real or imagined. I compare it to the stock market: very hard to predict but somehow there is an interesting sense of order.

In the past 18 months every area of the industry has felt the effects of the economy and as a company that takes our responsibility to our artists seriously, we want our artists not only to survive but to thrive. One of the common factors I have noticed is that the people that take a gamble in finding their special unique “brand”, are able to sustain a level of success, while the ones who diversify too much have a greater chance to get lost in the shuffle.  If you were an investor on the stock market, you might put your money on Apple hoping the iPad does as well as they hype promises, since it is so unique and innovative. But the risk is higher. If you wanted to play it safe, I guess you could invest in Dell, they have been selling the same thing forever and doing… um… ok.

Branding = Entire process involved in creating a unique name and image for a product (good or service) in the consumers’ mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

Singers and artists in general, need to know what their brand is. Apple or Dell, Nike or Reebok. What makes each company different and unique? I wont objectify musical artists, but lets use a celebrity example. Angelina Jolie vs. Reese Witherspoon. There is a pretty clear brand for both these actors. I don’t think this is merely coincidental… these two ladies have carefully crafted an image for the product that defines them, that makes them special. Could you imagine Angelina as the bubbly lawyer wannabe in Legally Blonde, or Reese as Lara Croft in Tomb Raider?  They are both actors and they both should be able to play either character, right? But would people buy it? Would you?

The buyer (Opera Companies and producers) want you to tell them what your brand is… especially those artists that they are learning about or investigating. They want you to know yourself well enough to explain, project, and deliver a product that is unique and the best of its kind (usually in an eight-minute audition). Write down your ideas for your brand. Consult your team of teachers, coaches, mentors, managers. Look at the feedback you’ve gotten over the past year. It doesn’t mean you will have to remain in a “fach” straightjacket, but its a great way for people to get to know your strengths. Then once they discover the person behind the artist the sky is the limit!

Ana and I spoke with Michael via email in October, secured his involvement and settled on a time-line in which to implement this image makeover. Our new logo was developed in a matter of days. Cards and letterhead followed shortly thereafter. Finally, in late October, we met with Michael in his Manhattan studio to discuss what we wanted in this new interactive publicity machine. As the budgets of performing arts organizations get tighter, and artists are forced to make important decisions about their own finances, it has become crucial for companies to be able to find high quality information about our artists in an extremely efficient manner. Casting directors who can no longer afford an annual trip to New York have little choice but to rely on colleague recommendations and thorough online profiles to assist them with last-minute as well as long-range casting strategies. Artists who might be working during audition season or cannot afford to take expensive audition trips need to be sure that their talent is being well-represented and accurately documented in their absence.

We requested a site that was user-friendly, clean, intuitive and artistic. We wanted it to comprehensively showcase the compelling individuals who populate our roster of artists and reflect the ever-changing nature of our industry. The design and framework he provided us a scant two months later surpassed our rather lofty hopes and expectations, and I believe that we’re poised to be able to meet the demand of companies and fans across the globe. Just after our main site went live, he introduced us to the sleek, simple design of our roster-driven travel blog. Today, we were treated to a preview of our email newsletter which further dazzled us beyond measure. I can’t wait to send our first official email announcement to all our friends and colleagues detailing our company’s distinct branding and renewed commitment to our artists’ careers. Take a moment to sign up for our newsletter at the bottom of any page on our new site and when our digital newsletter hits your email box you’ll see one more reason to hire an artist in tech-geek’s clothing!

–Ryan