Image of Billie Eilish from her Instagram account on July 18; behind-the-scenes of her video for her Barbie movie song, “What Was I Made For?”
The 'Barbie' movie premiere and soundtrack teach us a few valuable lessons on the importance of building your brand.
Here are 8 tips inspired by the iconic 'Barbie' universe.
1 - Define Your Brand
Just like the stars at the premiere, let your brand shine through in everything you do. Clearly define your artistic brand, values, and unique selling points. Be authentic and create a visual identity that reflects your music and personality.
2 - Collaborate For Success
The 'Barbie' soundtrack brought together artists from different eras and genres. Collaborations can expand your reach and introduce you to new audiences. Find like-minded musicians and create magic together.
3 - Diversify Your Sound
Barbie's movie soundtrack showcased a variety of musical styles. Experiment with different genres, sounds, and influences to create a unique sonic signature that sets you apart from the crowd
4 - Multidimensional Expression
Barbie represents diverse roles and careers. Expand your horizons and connect with your audience on multiple levels. Explore different avenues for creative expression, e.g. focus on merchandise, fashion and see yourself as a creative entrepreneur.
Margot Robbie and Nicki Minaj at the premiere of "Barbie" held at Shrine Auditorium and Expo Hall on July 9, 2023 in Los Angeles, California. Michael Buckner for Variety
5 - Create a Strong Online Presence
Barbie’s marketing strategy left fans in awe. It's also a testament to the popular doll's already strong brand identity, reimagined for today's world. Build a solid online strategy that focuses on social media, streaming platforms, and a mailing list. Focus on 3 channels, build a community of superfans and scale from there
6 - Depth Is More Important Than Scale
Whilst having a big social media presence certainly helps, you don't need a huge profile to be successful. Creating a deep relationship with a few people is better than a large but shallow group of fans. Focus on your early supporters, similarly to how the movie focused on the doll's number 1 audience segment: young aspiring women.
7a - Partner with Established Brands
Just like how Barbie leveraged the power of music artists, strategic partnerships can amplify your brand, expose you to wider audiences and bring in new revenue. Brands are often drawn to artists with distinct identities that align with a new target audience. Research and identify relevant brands, then convince them of the mutual benefits of connecting with your highly engaged community of superfans.
Stewart Cook/Shutterstock
7b - Partner with Established Brands
When it comes to marketing statistics, focus on your strengths.
Remember you don't need a huge social media presence - high engagement matters more.
Utilize your existing network and be very clear in your outreach.
8 - Money Can Buy Success
With that said, it's important to acknowledge that all this incredible hype around the Barbie movie would not have been possible without a hefty investment. Most films don't get the same level of marketing spend because most don't have such a powerful and iconic brand backing them. Remember that next time you compare yourself to someone who might have been lucky enough to have more financial support than you.