Some time ago, I was at a website that allowed artists to post their songs for review, when I read a comment from an artist who said that he went by his real name because it was the only name he had. At first I thought what he said was funny. But he also said that he wasn't able to think of anything cute or clever to call himself.
Up to this point, I had never really given much thought to what name to release music under. If a name came to me that had what I thought had a nice ring to it, then that's what I went with. Since I was always thinking that I would be part of a band, names came really easy. I got the name Nprogram while I was working at a local TV station in my area. As far as using my given name, it just never occurred to me to release music as myself, John Hughley, until recently.
What the artist above said brings up a very good point though. Some of the best music you've ever heard has been made by some of the most memorable artist with some of the most memorable names. Names like, the the Beatles, Rolling Stone, Earth Wind & Fire, Commodores, Eagles, Led Zeppelin, and the list goes on. When it comes to using their given names, artist have either used them or changed them. If you're going solo, the choice is yours. I think that what really matters as a solo artist is whether or not the music you intent to release is something that you want people to associate with you, when ever your name comes up.
For artists and bands, what you call yourself can become a brand name, if your music is memorable enough. Building a brand is something that takes a good deal of time. Many artists and bands will begin most likely by performing live. This gets your name and music in front of as many people as possible. In today's DIY world, you might think that all you would have to do is put up a website. It's true, you can reach a great deal more people at one time, but people need some way to find out that you do music online. And, while the web is a natural, it can make you appear as a little fish swimming around in a very big pool. If you choose this way to begin, be prepared to spend countless hours networking and connecting. Be sure to try and get your band posted to as many sites as possible.
If you play live, you may have the opportunity to sell merchandise which carries yours or your band's name or logo on it. This is a great way for friends and fans to remember your you. And, it's also a good way for people who've never heard of you to find out about you. Merchandise can also be sold from your website as well. Of course, friends and fans can be asked to to join your mailing list so they can stay informed about new releases or live performances.
I'm not an expert on building a brand by any means, and I'm sure that there's a lot more to it than what I've mentioned, like having a good, solid PR campaign or some means of getting information about you or your band to the media. While all of what I've said helps, the one thing to remember is that building a brand takes time. It's more likely that you could become well known for good music, and then discover that your name has be come synonymous with that, and "boom" you have name recognition.
If you have a good logo, though you don't have to, you may want to have it registered as a trademark so you can have the exclusive right to use it to represent all things created that relate to you or your bands music. That way everyone will be able to distinguish you from brand X
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