Brand Gaga: music artists as a brand that sells

This week, The Lounge's MD, James Layfield, spoke to Marketing Magazine about artist spin-offs in the music industry.

Labels are increasingly looking for artists who are not only talented but who can also be marketed as a brand. For example, Lady Gaga is following in the footsteps of numerous other celebrities by teaming up with Coty to launch a new fragrance.

'In the hunt for extra revenue, the industry is embracing artist spin-offs. James Layfield, marketing director of The Lounge, a marketing agency that targets under-35s, says the key to success is to ensure that there is a real relevance between brand and artist.

"In a celebrity-driven era, of course the temptation is to team up with stars to get the column inches and sales," he says. However, Layfield also warns that the connection must be robust if it is to produce sustainable commercial returns.'

The full article appeared in Marketing, 'Off The Record' by Nicola Clark on 21st July 2010