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How to Build a Music Brand (Full Masterclass)

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Today we're going to talk about world

Today we're going to talk about world building and storytelling. This is the

building and storytelling. This is the

building and storytelling. This is the biggest secret weapon used by all your

biggest secret weapon used by all your

biggest secret weapon used by all your favorite artists. They have mastered

favorite artists. They have mastered

favorite artists. They have mastered this skill and are deeply clear on their

this skill and are deeply clear on their

this skill and are deeply clear on their project's story and the world it exists

project's story and the world it exists

project's story and the world it exists in. If you want your music to reach

in. If you want your music to reach

in. If you want your music to reach millions of people, you need to know how

millions of people, you need to know how

millions of people, you need to know how to build out your brand's universe. Many

to build out your brand's universe. Many

to build out your brand's universe. Many artists will think that as long as the

artists will think that as long as the

artists will think that as long as the music is good, that will carry

music is good, that will carry

music is good, that will carry everything else. But in a modern world

everything else. But in a modern world

everything else. But in a modern world that is oversaturated with art and

that is oversaturated with art and

that is oversaturated with art and media, this is unfortunately no longer

media, this is unfortunately no longer

media, this is unfortunately no longer the case. I would argue that brand,

the case. I would argue that brand,

the case. I would argue that brand, which I call the movie or the show that

which I call the movie or the show that

which I call the movie or the show that the audience is watching, is equally as

the audience is watching, is equally as

the audience is watching, is equally as important as the soundtrack. They need

important as the soundtrack. They need

important as the soundtrack. They need to work seamlessly together to grab and

to work seamlessly together to grab and

to work seamlessly together to grab and hold someone's attention. Worldbuing is

hold someone's attention. Worldbuing is

hold someone's attention. Worldbuing is how you can psychologically engineer

how you can psychologically engineer

how you can psychologically engineer connection with your audience. Human

connection with your audience. Human

connection with your audience. Human beings are genetically preconditioned to

beings are genetically preconditioned to

beings are genetically preconditioned to pay attention to good stories and

pay attention to good stories and

pay attention to good stories and memorable music as it's part of the

memorable music as it's part of the

memorable music as it's part of the survival mechanisms in our brains. The

survival mechanisms in our brains. The

survival mechanisms in our brains. The more people you are connected to paired

more people you are connected to paired

more people you are connected to paired with the value that you're giving them

with the value that you're giving them

with the value that you're giving them with your art, the bigger your brand

with your art, the bigger your brand

with your art, the bigger your brand becomes. Building community around your

becomes. Building community around your

becomes. Building community around your brand and music is the number one way to

brand and music is the number one way to

brand and music is the number one way to grow your artist project. If you can

grow your artist project. If you can

grow your artist project. If you can create a defined universe and compelling

create a defined universe and compelling

create a defined universe and compelling story for your brand, the soldout shows,

story for your brand, the soldout shows,

story for your brand, the soldout shows, international tours, and creative and

international tours, and creative and

international tours, and creative and financial freedom could all be yours.

financial freedom could all be yours.

financial freedom could all be yours. So, who am I to even talk about this

So, who am I to even talk about this

So, who am I to even talk about this topic? I have a longer video on my story

topic? I have a longer video on my story

topic? I have a longer video on my story on the Neighborhood Art Supply channel

on the Neighborhood Art Supply channel

on the Neighborhood Art Supply channel if you want to go check that out. But

if you want to go check that out. But

if you want to go check that out. But I'm Chris Alba. I own a niche creative

I'm Chris Alba. I own a niche creative

I'm Chris Alba. I own a niche creative agency called the Colt Creatives. We

agency called the Colt Creatives. We

agency called the Colt Creatives. We work primarily in the spaces of music

work primarily in the spaces of music

work primarily in the spaces of music and fashion, building brands for artists

and fashion, building brands for artists

and fashion, building brands for artists and creative companies. We've done tens

and creative companies. We've done tens

and creative companies. We've done tens of millions of dollars in business over

of millions of dollars in business over

of millions of dollars in business over the last 10 years, and we've worked with

the last 10 years, and we've worked with

the last 10 years, and we've worked with many household names in the music

many household names in the music

many household names in the music industry as well as Fortune 500

industry as well as Fortune 500

industry as well as Fortune 500 companies. It's been an absolute blast

companies. It's been an absolute blast

companies. It's been an absolute blast working on this company over the last

working on this company over the last

working on this company over the last decade because mainly I love artists.

decade because mainly I love artists.

decade because mainly I love artists. They're my people. It's like how Jerry

They're my people. It's like how Jerry

They're my people. It's like how Jerry Seinfeld says he only wants to hang out

Seinfeld says he only wants to hang out

Seinfeld says he only wants to hang out with other comedians. That's the way

with other comedians. That's the way

with other comedians. That's the way that I feel about artists. So, I wanted

that I feel about artists. So, I wanted

that I feel about artists. So, I wanted to use this channel to give all the

to use this channel to give all the

to use this channel to give all the information I could from my experiences

information I could from my experiences

information I could from my experiences over the last 20 years working on all

over the last 20 years working on all

over the last 20 years working on all sides of the creative arts. And I wanted

sides of the creative arts. And I wanted

sides of the creative arts. And I wanted to build community through Neighborhood

to build community through Neighborhood

to build community through Neighborhood Art Supply with like-minded individuals.

Art Supply with like-minded individuals.

Art Supply with like-minded individuals. I felt like I had been given the gift of

I felt like I had been given the gift of

I felt like I had been given the gift of winning early in my life. But after a

winning early in my life. But after a

winning early in my life. But after a while, you don't want it to just be

while, you don't want it to just be

while, you don't want it to just be about you all the time. But once I

about you all the time. But once I

about you all the time. But once I started Colt and I started helping other

started Colt and I started helping other

started Colt and I started helping other people, there was no diminishing

people, there was no diminishing

people, there was no diminishing returns. It only got better and I got

returns. It only got better and I got

returns. It only got better and I got addicted to it. So this is my life's

addicted to it. So this is my life's

addicted to it. So this is my life's mission now to help artists tell their

mission now to help artists tell their

mission now to help artists tell their stories and gain clarity around all

stories and gain clarity around all

stories and gain clarity around all aspects of their projects to help drive

aspects of their projects to help drive

aspects of their projects to help drive them toward success. So today, what I'm

them toward success. So today, what I'm

them toward success. So today, what I'm going to do is I'm going to lay out the

going to do is I'm going to lay out the

going to do is I'm going to lay out the exact method by which we build brands

exact method by which we build brands

exact method by which we build brands with Colt, a step-by-step process of how

with Colt, a step-by-step process of how

with Colt, a step-by-step process of how to build your brand's universe. And if

to build your brand's universe. And if

to build your brand's universe. And if you can follow this method and build an

you can follow this method and build an

you can follow this method and build an authentic, compelling universe, the sky

authentic, compelling universe, the sky

authentic, compelling universe, the sky is the limit to how far you can take

is the limit to how far you can take

is the limit to how far you can take your project. So let's get into it. Step

your project. So let's get into it. Step

your project. So let's get into it. Step one, define why you're building the

one, define why you're building the

one, define why you're building the universe. Okay, so you're ready to build

universe. Okay, so you're ready to build

universe. Okay, so you're ready to build out your artist project universe. Before

out your artist project universe. Before

out your artist project universe. Before you can begin, it's good to get aligned

you can begin, it's good to get aligned

you can begin, it's good to get aligned on a few different things. First, what's

on a few different things. First, what's

on a few different things. First, what's the big picture, long-term vision that

the big picture, long-term vision that

the big picture, long-term vision that you have for this project? What are you

you have for this project? What are you

you have for this project? What are you trying to do with all this? Why are you

trying to do with all this? Why are you

trying to do with all this? Why are you trying to do this? What's at the heart

trying to do this? What's at the heart

trying to do this? What's at the heart of what drives you? Is this more of a

of what drives you? Is this more of a

of what drives you? Is this more of a creative endeavor, something that you're

creative endeavor, something that you're

creative endeavor, something that you're doing to fulfill a creative itch? You

doing to fulfill a creative itch? You

doing to fulfill a creative itch? You have things that you want to make and

have things that you want to make and

have things that you want to make and share. Is it more of an entrepreneurial

share. Is it more of an entrepreneurial

share. Is it more of an entrepreneurial exercise? You want to build a revenue

exercise? You want to build a revenue

exercise? You want to build a revenue generating business around your music

generating business around your music

generating business around your music talent by creating the project. Are you

talent by creating the project. Are you

talent by creating the project. Are you trying to build community around

trying to build community around

trying to build community around like-minded individuals? It may be all

like-minded individuals? It may be all

like-minded individuals? It may be all of these things, but if you had to

of these things, but if you had to

of these things, but if you had to choose which one leads, it's important

choose which one leads, it's important

choose which one leads, it's important to be clear on exactly what it is that

to be clear on exactly what it is that

to be clear on exactly what it is that you're trying to do. Because, for

you're trying to do. Because, for

you're trying to do. Because, for example, if you were leading with

example, if you were leading with

example, if you were leading with creative freedom as the primary driver

creative freedom as the primary driver

creative freedom as the primary driver and you wanted to create a legacy around

and you wanted to create a legacy around

and you wanted to create a legacy around your work, you might be more protective

your work, you might be more protective

your work, you might be more protective than someone who is doing it to try to

than someone who is doing it to try to

than someone who is doing it to try to grow a business. The more

grow a business. The more

grow a business. The more business-minded person, if the number on

business-minded person, if the number on

business-minded person, if the number on the check is right, they may be willing

the check is right, they may be willing

the check is right, they may be willing to collaborate on a certain project or

to collaborate on a certain project or

to collaborate on a certain project or at different brands because they know

at different brands because they know

at different brands because they know the more money the business makes, the

the more money the business makes, the

the more money the business makes, the cooler, bigger stuff that they can do

cooler, bigger stuff that they can do

cooler, bigger stuff that they can do for the project. Clarity here is crucial

for the project. Clarity here is crucial

for the project. Clarity here is crucial before you start building. So you have a

before you start building. So you have a

before you start building. So you have a system by which to make decisions that

system by which to make decisions that

system by which to make decisions that will come up in both the build phase and

will come up in both the build phase and

will come up in both the build phase and the growth phase. So the action for step

the growth phase. So the action for step

the growth phase. So the action for step one is to have an internal journal

one is to have an internal journal

one is to have an internal journal session where you're asking yourself

session where you're asking yourself

session where you're asking yourself these questions and getting clear on the

these questions and getting clear on the

these questions and getting clear on the answers. Step two, define if the

answers. Step two, define if the

answers. Step two, define if the universe is built around the brand or

universe is built around the brand or

universe is built around the brand or the person or people. So, I've said in

the person or people. So, I've said in

the person or people. So, I've said in previous videos that I believe that

previous videos that I believe that

previous videos that I believe that modern brands are movies or ongoing

modern brands are movies or ongoing

modern brands are movies or ongoing shows that the audience is watching. And

shows that the audience is watching. And

shows that the audience is watching. And when you're looking at the high level of

when you're looking at the high level of

when you're looking at the high level of writing your movie, you either play the

writing your movie, you either play the

writing your movie, you either play the brand or you play the man, woman, or

brand or you play the man, woman, or

brand or you play the man, woman, or group. What I mean by this is a group

group. What I mean by this is a group

group. What I mean by this is a group like Gorillas or an artist like Anima or

like Gorillas or an artist like Anima or

like Gorillas or an artist like Anima or MF Doom. It's all about the universe and

MF Doom. It's all about the universe and

MF Doom. It's all about the universe and the characters. It's very conceptual and

the characters. It's very conceptual and

the characters. It's very conceptual and it has detailed characters and settings

it has detailed characters and settings

it has detailed characters and settings just like a movie. Now, on the flip

just like a movie. Now, on the flip

just like a movie. Now, on the flip side, when you make it more about the

side, when you make it more about the

side, when you make it more about the person, an artist like Taylor Swift or

person, an artist like Taylor Swift or

person, an artist like Taylor Swift or Steve Aoki or Dylan Francis, the brand

Steve Aoki or Dylan Francis, the brand

Steve Aoki or Dylan Francis, the brand is about them. It's almost like a

is about them. It's almost like a

is about them. It's almost like a reality show about their life. So, step

reality show about their life. So, step

reality show about their life. So, step two is defining what this movie will be

two is defining what this movie will be

two is defining what this movie will be about. Will it be a universe filled with

about. Will it be a universe filled with

about. Will it be a universe filled with fictional characters, or will it be more

fictional characters, or will it be more

fictional characters, or will it be more based in reality and be about the

based in reality and be about the

based in reality and be about the artists themselves or the band? Having

artists themselves or the band? Having

artists themselves or the band? Having this understanding is key to begin, but

this understanding is key to begin, but

this understanding is key to begin, but without the next step, making this

without the next step, making this

without the next step, making this decision won't mean much. Step three,

decision won't mean much. Step three,

decision won't mean much. Step three, define the universe rules. So, think of

define the universe rules. So, think of

define the universe rules. So, think of this process as being similar to writing

this process as being similar to writing

this process as being similar to writing your screenplay. Before any story

your screenplay. Before any story

your screenplay. Before any story happens, you'll need to define the rules

happens, you'll need to define the rules

happens, you'll need to define the rules of the universe. What is possible in

of the universe. What is possible in

of the universe. What is possible in this universe? What isn't possible? If

this universe? What isn't possible? If

this universe? What isn't possible? If you look at something like Star Wars, it

you look at something like Star Wars, it

you look at something like Star Wars, it feels like it's similar to our universe,

feels like it's similar to our universe,

feels like it's similar to our universe, but in the Star Wars universe, there is

but in the Star Wars universe, there is

but in the Star Wars universe, there is an energy and practice called the Force,

an energy and practice called the Force,

an energy and practice called the Force, where adopters can use all kinds of

where adopters can use all kinds of

where adopters can use all kinds of mystical powers. Interstellar space

mystical powers. Interstellar space

mystical powers. Interstellar space travel is possible, and there's a

travel is possible, and there's a

travel is possible, and there's a technology called light speeded that

technology called light speeded that

technology called light speeded that allows spaceships to jump long distances

allows spaceships to jump long distances

allows spaceships to jump long distances in a short time. There is also a

in a short time. There is also a

in a short time. There is also a galactic empire that is trying to rule

galactic empire that is trying to rule

galactic empire that is trying to rule all planets and inhabitants with an iron

all planets and inhabitants with an iron

all planets and inhabitants with an iron fist. All of this was defined and laid

fist. All of this was defined and laid

fist. All of this was defined and laid out as the rules of the Star Wars

out as the rules of the Star Wars

out as the rules of the Star Wars universe before any of the stories or

universe before any of the stories or

universe before any of the stories or characters within the universe were

characters within the universe were

characters within the universe were fully fleshed out. This is also why new

fully fleshed out. This is also why new

fully fleshed out. This is also why new series and shows for something like Star

series and shows for something like Star

series and shows for something like Star Wars are endless because as long as you

Wars are endless because as long as you

Wars are endless because as long as you stick to the rules, you can create new

stick to the rules, you can create new

stick to the rules, you can create new characters and new story lines and it

characters and new story lines and it

characters and new story lines and it will still be Star Wars. Screenwriters

will still be Star Wars. Screenwriters

will still be Star Wars. Screenwriters will go deep on these rules as well as

will go deep on these rules as well as

will go deep on these rules as well as writing backstories on different

writing backstories on different

writing backstories on different characters and places inside the

characters and places inside the

characters and places inside the universe. The more thorough you are with

universe. The more thorough you are with

universe. The more thorough you are with this and the deeper your understanding,

this and the deeper your understanding,

this and the deeper your understanding, the easier all the decisions will be

the easier all the decisions will be

the easier all the decisions will be going forward. Director Quinton

going forward. Director Quinton

going forward. Director Quinton Tarantino famously will write deep

Tarantino famously will write deep

Tarantino famously will write deep backstories on all the places and

backstories on all the places and

backstories on all the places and characters in his movies. This way, when

characters in his movies. This way, when

characters in his movies. This way, when he's on location shooting the movie, a

he's on location shooting the movie, a

he's on location shooting the movie, a set designer, costumeumer, or actor can

set designer, costumeumer, or actor can

set designer, costumeumer, or actor can ask him a question about the script and

ask him a question about the script and

ask him a question about the script and he can give them a quick, concise

he can give them a quick, concise

he can give them a quick, concise answer. He can do that because of all

answer. He can do that because of all

answer. He can do that because of all the work he's done ahead of time to

the work he's done ahead of time to

the work he's done ahead of time to bring clarity around the universe and

bring clarity around the universe and

bring clarity around the universe and what he's trying to create for the

what he's trying to create for the

what he's trying to create for the audience. But you may be thinking, okay,

audience. But you may be thinking, okay,

audience. But you may be thinking, okay, all this makes sense if it's more like

all this makes sense if it's more like

all this makes sense if it's more like Gorillas or Excision or Eric Prid's type

Gorillas or Excision or Eric Prid's type

Gorillas or Excision or Eric Prid's type universe or world. But what if I'm

universe or world. But what if I'm

universe or world. But what if I'm making the brand more about me, more of

making the brand more about me, more of

making the brand more about me, more of a reality show type format? So even with

a reality show type format? So even with

a reality show type format? So even with that path, the same rules apply, but

that path, the same rules apply, but

that path, the same rules apply, but you're setting the rules as existing in

you're setting the rules as existing in

you're setting the rules as existing in modern day, taking place in the city or

modern day, taking place in the city or

modern day, taking place in the city or cities that you're going to be in, and

cities that you're going to be in, and

cities that you're going to be in, and then defining what's possible in the

then defining what's possible in the

then defining what's possible in the real world. And all of this is up to

real world. And all of this is up to

real world. And all of this is up to you. For example, with Dylan Francis,

you. For example, with Dylan Francis,

you. For example, with Dylan Francis, his comedic brand, it's all about him

his comedic brand, it's all about him

his comedic brand, it's all about him and his various characters. But in his

and his various characters. But in his

and his various characters. But in his universe, a piñata can talk without the

universe, a piñata can talk without the

universe, a piñata can talk without the audience hearing, but Dylan can hear.

audience hearing, but Dylan can hear.

audience hearing, but Dylan can hear. And DJ Hansel and Dylan Francis can be

And DJ Hansel and Dylan Francis can be

And DJ Hansel and Dylan Francis can be two different real people in the same

two different real people in the same

two different real people in the same place at the same time. All this is

place at the same time. All this is

place at the same time. All this is possible in the name of comedy in the

possible in the name of comedy in the

possible in the name of comedy in the Dylan Francis world. So, if you apply

Dylan Francis world. So, if you apply

Dylan Francis world. So, if you apply this kind of thinking to building your

this kind of thinking to building your

this kind of thinking to building your own universe and do the work of laying

own universe and do the work of laying

own universe and do the work of laying out the rules and backstories ahead of

out the rules and backstories ahead of

out the rules and backstories ahead of time, it will make all the decisions you

time, it will make all the decisions you

time, it will make all the decisions you make going forward much more simple. But

make going forward much more simple. But

make going forward much more simple. But the next step is why people will

the next step is why people will

the next step is why people will actually follow the brand. Step four,

actually follow the brand. Step four,

actually follow the brand. Step four, define the plot. So now, if your brand

define the plot. So now, if your brand

define the plot. So now, if your brand is a movie or show, what is your movie

is a movie or show, what is your movie

is a movie or show, what is your movie about? What is the audience actually

about? What is the audience actually

about? What is the audience actually watching? What's the story? There's a

watching? What's the story? There's a

watching? What's the story? There's a great book called The Seven Plots by

great book called The Seven Plots by

great book called The Seven Plots by Christopher Booker that lays out the

Christopher Booker that lays out the

Christopher Booker that lays out the seven main plots by which to tell a

seven main plots by which to tell a

seven main plots by which to tell a story. Those seven plots are overcoming

story. Those seven plots are overcoming

story. Those seven plots are overcoming a monster, rags to riches, the quest,

a monster, rags to riches, the quest,

a monster, rags to riches, the quest, voyage and return, comedy, tragedy, and

voyage and return, comedy, tragedy, and

voyage and return, comedy, tragedy, and rebirth. There's a lot of great videos

rebirth. There's a lot of great videos

rebirth. There's a lot of great videos and information out there summarizing

and information out there summarizing

and information out there summarizing this book if you don't want to read the

this book if you don't want to read the

this book if you don't want to read the 700 pages that Booker took 30 years to

700 pages that Booker took 30 years to

700 pages that Booker took 30 years to write. But here's a few examples of plot

write. But here's a few examples of plot

write. But here's a few examples of plot and how you could apply that to your

and how you could apply that to your

and how you could apply that to your music project. Is this a rags to rich's

music project. Is this a rags to rich's

music project. Is this a rags to rich's story where someone from the bottom is

story where someone from the bottom is

story where someone from the bottom is making their way to the top like Eminem?

making their way to the top like Eminem?

making their way to the top like Eminem? Is this a hero story with villains and

Is this a hero story with villains and

Is this a hero story with villains and foes like Taylor Swift? In her story,

foes like Taylor Swift? In her story,

foes like Taylor Swift? In her story, mean girls, mean boys, and bullies,

mean girls, mean boys, and bullies,

mean girls, mean boys, and bullies, including bullies from the media,

including bullies from the media,

including bullies from the media, challenge her rise to greatness. That's

challenge her rise to greatness. That's

challenge her rise to greatness. That's why her fan base, her swifties, will

why her fan base, her swifties, will

why her fan base, her swifties, will come to her aid when they feel a villain

come to her aid when they feel a villain

come to her aid when they feel a villain in her story is wronging her. Another

in her story is wronging her. Another

in her story is wronging her. Another example, is this a comedic story like

example, is this a comedic story like

example, is this a comedic story like the Lonely Island brand or Tenacious D?

the Lonely Island brand or Tenacious D?

the Lonely Island brand or Tenacious D? Is this a tragic story based on

Is this a tragic story based on

Is this a tragic story based on self-destruction or internal demons like

self-destruction or internal demons like

self-destruction or internal demons like Kurt Cobain, Juiceworld or Lincoln Park?

Kurt Cobain, Juiceworld or Lincoln Park?

Kurt Cobain, Juiceworld or Lincoln Park? Or maybe it's a rebirth story like Demi

Or maybe it's a rebirth story like Demi

Or maybe it's a rebirth story like Demi Lovado and her personal journey with

Lovado and her personal journey with

Lovado and her personal journey with recovery or Britney Spears post

recovery or Britney Spears post

recovery or Britney Spears post conservatorship. Or maybe it's a voyage

conservatorship. Or maybe it's a voyage

conservatorship. Or maybe it's a voyage and return type story like Da Punk's

and return type story like Da Punk's

and return type story like Da Punk's Discovery or Pink Floyd's The Wall.

Discovery or Pink Floyd's The Wall.

Discovery or Pink Floyd's The Wall. Understanding the plotline for your

Understanding the plotline for your

Understanding the plotline for your story is a major part of the brand build

story is a major part of the brand build

story is a major part of the brand build for your project. This plot would

for your project. This plot would

for your project. This plot would influence everything across the brand.

influence everything across the brand.

influence everything across the brand. Things like content strategy,

Things like content strategy,

Things like content strategy, storytelling, what to focus on in

storytelling, what to focus on in

storytelling, what to focus on in interviews or press moments, copy for

interviews or press moments, copy for

interviews or press moments, copy for social media posts, and styling would

social media posts, and styling would

social media posts, and styling would all tie into the greater plotline. But

all tie into the greater plotline. But

all tie into the greater plotline. But every great plot is only as good as its

every great plot is only as good as its

every great plot is only as good as its characters, and that's what we're going

characters, and that's what we're going

characters, and that's what we're going to talk about next. Step five, define

to talk about next. Step five, define

to talk about next. Step five, define the characters. I have a video I

the characters. I have a video I

the characters. I have a video I previously did on character archetypes

previously did on character archetypes

previously did on character archetypes and how they can play into your music

and how they can play into your music

and how they can play into your music brand. If you haven't seen that yet, I

brand. If you haven't seen that yet, I

brand. If you haven't seen that yet, I would suggest watching that video after

would suggest watching that video after

would suggest watching that video after this one. But basically, it explains

this one. But basically, it explains

this one. But basically, it explains that there's 12 main archetypes for a

that there's 12 main archetypes for a

that there's 12 main archetypes for a story. These are the archetypes that

story. These are the archetypes that

story. These are the archetypes that will need to make up the characters in

will need to make up the characters in

will need to make up the characters in your universe. If you are the main

your universe. If you are the main

your universe. If you are the main character, you'll need to be one of

character, you'll need to be one of

character, you'll need to be one of these archetypes. You can be more than

these archetypes. You can be more than

these archetypes. You can be more than one, but not more than two. And if you

one, but not more than two. And if you

one, but not more than two. And if you are two different archetypes, it needs

are two different archetypes, it needs

are two different archetypes, it needs to be an 8020 or 9010 type split. It

to be an 8020 or 9010 type split. It

to be an 8020 or 9010 type split. It should be very clear to the audience

should be very clear to the audience

should be very clear to the audience what your archetype is. Then, if there's

what your archetype is. Then, if there's

what your archetype is. Then, if there's additional characters, you want to add

additional characters, you want to add

additional characters, you want to add them into your universe, and you can

them into your universe, and you can

them into your universe, and you can choose from the other archetypes. For

choose from the other archetypes. For

choose from the other archetypes. For example, in Gorillas, 2D is a relatable

example, in Gorillas, 2D is a relatable

example, in Gorillas, 2D is a relatable everyman. Murdoch is the rebel outlaw

everyman. Murdoch is the rebel outlaw

everyman. Murdoch is the rebel outlaw and Noodle is the innocent. Other

and Noodle is the innocent. Other

and Noodle is the innocent. Other examples are Post Malone or John Summit

examples are Post Malone or John Summit

examples are Post Malone or John Summit as the everyman, Travis Scott or Kanye

as the everyman, Travis Scott or Kanye

as the everyman, Travis Scott or Kanye West as the rebels, Usher as the lover,

West as the rebels, Usher as the lover,

West as the rebels, Usher as the lover, Kronata or Prince as the magician, Rick

Kronata or Prince as the magician, Rick

Kronata or Prince as the magician, Rick Ross as the ruler controller, Fel or

Ross as the ruler controller, Fel or

Ross as the ruler controller, Fel or Childish Gambino as the creator, and

Childish Gambino as the creator, and

Childish Gambino as the creator, and Taylor Swift or Martin Garrick's as the

Taylor Swift or Martin Garrick's as the

Taylor Swift or Martin Garrick's as the hero. The more important thing here is

hero. The more important thing here is

hero. The more important thing here is once you define the character archetype,

once you define the character archetype,

once you define the character archetype, you'll need to have a corresponding

you'll need to have a corresponding

you'll need to have a corresponding story element that makes it clear to the

story element that makes it clear to the

story element that makes it clear to the audience who the archetype is. For

audience who the archetype is. For

audience who the archetype is. For example, the hero will need something to

example, the hero will need something to

example, the hero will need something to be heroic against. So, you'll need to

be heroic against. So, you'll need to

be heroic against. So, you'll need to define who the villains and foes in the

define who the villains and foes in the

define who the villains and foes in the story will be. If you create a rebel

story will be. If you create a rebel

story will be. If you create a rebel character, he or she will need to have

character, he or she will need to have

character, he or she will need to have something to rebel against. A lover will

something to rebel against. A lover will

something to rebel against. A lover will need something or someone to love and so

need something or someone to love and so

need something or someone to love and so on. The character archetype becomes the

on. The character archetype becomes the

on. The character archetype becomes the primary motivation of the main character

primary motivation of the main character

primary motivation of the main character in the movie that the audience is

in the movie that the audience is

in the movie that the audience is watching. A creator is motivated to

watching. A creator is motivated to

watching. A creator is motivated to create. An outlaw is driven towards

create. An outlaw is driven towards

create. An outlaw is driven towards freedom and a controller is driven

freedom and a controller is driven

freedom and a controller is driven towards status. This is what the

towards status. This is what the

towards status. This is what the audience should see in the movie and it

audience should see in the movie and it

audience should see in the movie and it should be supremely clear in order to

should be supremely clear in order to

should be supremely clear in order to tell a good story. I have another video

tell a good story. I have another video

tell a good story. I have another video on the Neighborhood Art Supply channel

on the Neighborhood Art Supply channel

on the Neighborhood Art Supply channel that's all about why people follow

that's all about why people follow

that's all about why people follow projects, why they care to listen to

projects, why they care to listen to

projects, why they care to listen to your story, and why they care to follow

your story, and why they care to follow

your story, and why they care to follow you. If you haven't watched that one

you. If you haven't watched that one

you. If you haven't watched that one yet, it may be worth checking out to

yet, it may be worth checking out to

yet, it may be worth checking out to help with this section because your

help with this section because your

help with this section because your story should be clear and understanding

story should be clear and understanding

story should be clear and understanding why people might listen is crucial as

why people might listen is crucial as

why people might listen is crucial as well. For example, in Blake Snider's

well. For example, in Blake Snider's

well. For example, in Blake Snider's book, Save the Cat, which is one of the

book, Save the Cat, which is one of the

book, Save the Cat, which is one of the quintessential books on screenwriting,

quintessential books on screenwriting,

quintessential books on screenwriting, he talks about how when you're writing a

he talks about how when you're writing a

he talks about how when you're writing a story, you should keep it simple for the

story, you should keep it simple for the

story, you should keep it simple for the audience and understand why they may

audience and understand why they may

audience and understand why they may want to listen. Blake Snder quotes, "The

want to listen. Blake Snder quotes, "The

want to listen. Blake Snder quotes, "The rule of thumb is tell me a story about a

rule of thumb is tell me a story about a

rule of thumb is tell me a story about a person who," and he goes on to fill in

person who," and he goes on to fill in

person who," and he goes on to fill in the blank here with various options, "A

the blank here with various options, "A

the blank here with various options, "A person who I can identify with, a person

person who I can identify with, a person

person who I can identify with, a person who I can learn from, a person who I

who I can learn from, a person who I

who I can learn from, a person who I have a compelling reason to follow, a

have a compelling reason to follow, a

have a compelling reason to follow, a person who I believe deserves to win, or

person who I believe deserves to win, or

person who I believe deserves to win, or a person who has stakes that are primal

a person who has stakes that are primal

a person who has stakes that are primal and ring true to me." And it can be more

and ring true to me." And it can be more

and ring true to me." And it can be more than one reason that somebody's

than one reason that somebody's

than one reason that somebody's following your project, but the story

following your project, but the story

following your project, but the story and characters should be simple and easy

and characters should be simple and easy

and characters should be simple and easy to follow. If the character archetypes,

to follow. If the character archetypes,

to follow. If the character archetypes, what the story is about, or a lack of

what the story is about, or a lack of

what the story is about, or a lack of understanding why the audience may

understanding why the audience may

understanding why the audience may listen, if one of these things is wrong,

listen, if one of these things is wrong,

listen, if one of these things is wrong, it can poison the whole well and

it can poison the whole well and

it can poison the whole well and ultimately make for a story that's not

ultimately make for a story that's not

ultimately make for a story that's not connecting. And that's generally what I

connecting. And that's generally what I

connecting. And that's generally what I see when I'm hired by a client to assess

see when I'm hired by a client to assess

see when I'm hired by a client to assess their brand and collaborate with them is

their brand and collaborate with them is

their brand and collaborate with them is they just aren't being clear with their

they just aren't being clear with their

they just aren't being clear with their universe, their plot, their characters,

universe, their plot, their characters,

universe, their plot, their characters, and the character motivations. They

and the character motivations. They

and the character motivations. They haven't brought the audience into a

haven't brought the audience into a

haven't brought the audience into a clear story, and it's usually all over

clear story, and it's usually all over

clear story, and it's usually all over the place. And this isn't coming from a

the place. And this isn't coming from a

the place. And this isn't coming from a place of judgment with my clients as

place of judgment with my clients as

place of judgment with my clients as this exact thing was happening to me

this exact thing was happening to me

this exact thing was happening to me with my own artist project. So, quick

with my own artist project. So, quick

with my own artist project. So, quick story, in the early days of cult, I was

story, in the early days of cult, I was

story, in the early days of cult, I was still running my artist project. I had

still running my artist project. I had

still running my artist project. I had the knowledge that I have now, but I was

the knowledge that I have now, but I was

the knowledge that I have now, but I was making the same mistakes that I see when

making the same mistakes that I see when

making the same mistakes that I see when I work with clients. Even in the early

I work with clients. Even in the early

I work with clients. Even in the early days, we were getting pretty crazy

days, we were getting pretty crazy

days, we were getting pretty crazy results with the clients that we were

results with the clients that we were

results with the clients that we were working with. Once we elevated their

working with. Once we elevated their

working with. Once we elevated their brands and made the stories more clear,

brands and made the stories more clear,

brands and made the stories more clear, it would turn on their brand and they

it would turn on their brand and they

it would turn on their brand and they would see all sorts of exponential

would see all sorts of exponential

would see all sorts of exponential growth and opportunities. But I would

growth and opportunities. But I would

growth and opportunities. But I would ask Lindsay, my then girlfriend, who was

ask Lindsay, my then girlfriend, who was

ask Lindsay, my then girlfriend, who was also my partner in cult, why this was so

also my partner in cult, why this was so

also my partner in cult, why this was so easy for me to do with other clients,

easy for me to do with other clients,

easy for me to do with other clients, but it was so difficult to make these

but it was so difficult to make these

but it was so difficult to make these decisions for myself. And when I asked

decisions for myself. And when I asked

decisions for myself. And when I asked her this question, she had absolutely

her this question, she had absolutely

her this question, she had absolutely the best answer. She said it was all

the best answer. She said it was all

the best answer. She said it was all about the point of view and the personal

about the point of view and the personal

about the point of view and the personal ties. She said when she would see me

ties. She said when she would see me

ties. She said when she would see me work with clients, I'd be more like a

work with clients, I'd be more like a

work with clients, I'd be more like a coach. I just wanted to get the client's

coach. I just wanted to get the client's

coach. I just wanted to get the client's results. So, I was looking at them and

results. So, I was looking at them and

results. So, I was looking at them and their project in a very different way

their project in a very different way

their project in a very different way than they were looking at the project

than they were looking at the project

than they were looking at the project themselves. But then she said, when it

themselves. But then she said, when it

themselves. But then she said, when it came to my own project, I was bringing

came to my own project, I was bringing

came to my own project, I was bringing all of my own personal baggage,

all of my own personal baggage,

all of my own personal baggage, second-guessing, and perfectionism into

second-guessing, and perfectionism into

second-guessing, and perfectionism into the decisions that I was making. So

the decisions that I was making. So

the decisions that I was making. So instead of the bird's eye view I had

instead of the bird's eye view I had

instead of the bird's eye view I had with clients, I could only see out of my

with clients, I could only see out of my

with clients, I could only see out of my own eyes. So I 100% get it. It's hard to

own eyes. So I 100% get it. It's hard to

own eyes. So I 100% get it. It's hard to be objective about this and really get

be objective about this and really get

be objective about this and really get it right. But once you do, it can

it right. But once you do, it can

it right. But once you do, it can honestly be the difference between a

honestly be the difference between a

honestly be the difference between a good project with a small audience or a

good project with a small audience or a

good project with a small audience or a multi-million dollar internationally

multi-million dollar internationally

multi-million dollar internationally touring household name type project. The

touring household name type project. The

touring household name type project. The difference between these two levels is

difference between these two levels is

difference between these two levels is as simple as finding clarity. Step six,

as simple as finding clarity. Step six,

as simple as finding clarity. Step six, create an elevator pitch and a short bio

create an elevator pitch and a short bio

create an elevator pitch and a short bio for the brand. At this point, you've got

for the brand. At this point, you've got

for the brand. At this point, you've got the highle story laid out with the

the highle story laid out with the

the highle story laid out with the different elements, but let's define

different elements, but let's define

different elements, but let's define even further. So, for this exercise,

even further. So, for this exercise,

even further. So, for this exercise, you're going to write a short elevator

you're going to write a short elevator

you're going to write a short elevator pitch that explains the full story to

pitch that explains the full story to

pitch that explains the full story to somebody who's never heard about the

somebody who's never heard about the

somebody who's never heard about the brand. Here's a couple examples of music

brand. Here's a couple examples of music

brand. Here's a couple examples of music brand elevator pitches. Taylor Swift, a

brand elevator pitches. Taylor Swift, a

brand elevator pitches. Taylor Swift, a relatable hero brand story where the

relatable hero brand story where the

relatable hero brand story where the hero teaches the audience how to deal

hero teaches the audience how to deal

hero teaches the audience how to deal with navigating love and heartbreak,

with navigating love and heartbreak,

with navigating love and heartbreak, challenge, and bullies as she ascends to

challenge, and bullies as she ascends to

challenge, and bullies as she ascends to the top of the music industry mountain.

the top of the music industry mountain.

the top of the music industry mountain. Eminem, a rags to rich's story about a

Eminem, a rags to rich's story about a

Eminem, a rags to rich's story about a relatable rebel from Detroit who is free

relatable rebel from Detroit who is free

relatable rebel from Detroit who is free to say what he wants when he wants and

to say what he wants when he wants and

to say what he wants when he wants and brings the audience into his experiences

brings the audience into his experiences

brings the audience into his experiences surrounding celebrity. Fred again, an

surrounding celebrity. Fred again, an

surrounding celebrity. Fred again, an everyman brand that is built on

everyman brand that is built on

everyman brand that is built on authenticity, creativity, and being

authenticity, creativity, and being

authenticity, creativity, and being real. Fred feels like your best friend

real. Fred feels like your best friend

real. Fred feels like your best friend from school who happens to be crushing

from school who happens to be crushing

from school who happens to be crushing it in the music industry. And then once

it in the music industry. And then once

it in the music industry. And then once you have the highle elevator pitch, it

you have the highle elevator pitch, it

you have the highle elevator pitch, it can be a good exercise to try to write a

can be a good exercise to try to write a

can be a good exercise to try to write a short bio for the brand. When writing

short bio for the brand. When writing

short bio for the brand. When writing this, be sure to use the previous

this, be sure to use the previous

this, be sure to use the previous filters that you've laid out. If this

filters that you've laid out. If this

filters that you've laid out. If this was a hero's journey story versus a

was a hero's journey story versus a

was a hero's journey story versus a rebel or outlaw story, the way the bio

rebel or outlaw story, the way the bio

rebel or outlaw story, the way the bio is written, and the words used will be

is written, and the words used will be

is written, and the words used will be informed by this. Say it was hero and

informed by this. Say it was hero and

informed by this. Say it was hero and rags to riches, you'd want to be sure to

rags to riches, you'd want to be sure to

rags to riches, you'd want to be sure to talk about the humble past of the

talk about the humble past of the

talk about the humble past of the character and how they came from nothing

character and how they came from nothing

character and how they came from nothing and are now surging to the top of the

and are now surging to the top of the

and are now surging to the top of the mountain. Or if it was a rebel story

mountain. Or if it was a rebel story

mountain. Or if it was a rebel story about overcoming a monster and maybe the

about overcoming a monster and maybe the

about overcoming a monster and maybe the monster is the status quo or society's

monster is the status quo or society's

monster is the status quo or society's expectations, you'll want to be sure to

expectations, you'll want to be sure to

expectations, you'll want to be sure to position the character as somebody who

position the character as somebody who

position the character as somebody who is rebelling against the norms and seeks

is rebelling against the norms and seeks

is rebelling against the norms and seeks their own independence and creative

their own independence and creative

their own independence and creative freedom against the terrible monster

freedom against the terrible monster

freedom against the terrible monster that is societal norms. Okay, so you've

that is societal norms. Okay, so you've

that is societal norms. Okay, so you've got your main elements. You've defined

got your main elements. You've defined

got your main elements. You've defined the universe, the universe rules, the

the universe, the universe rules, the

the universe, the universe rules, the plot, the characters, and you've written

plot, the characters, and you've written

plot, the characters, and you've written the story premise and elevator pitch.

the story premise and elevator pitch.

the story premise and elevator pitch. But now you're going to need to bring it

But now you're going to need to bring it

But now you're going to need to bring it all to life. And in order to do that,

all to life. And in order to do that,

all to life. And in order to do that, you'll need to be clear on the visual

you'll need to be clear on the visual

you'll need to be clear on the visual identity, which is what we're going to

identity, which is what we're going to

identity, which is what we're going to discuss next. Step seven, put together

discuss next. Step seven, put together

discuss next. Step seven, put together visual mood boards. So, you've got all

visual mood boards. So, you've got all

visual mood boards. So, you've got all your pieces and your elements, and

your pieces and your elements, and

your pieces and your elements, and you're ready to put the movie together.

you're ready to put the movie together.

you're ready to put the movie together. At Colt, we usually go in on mood

At Colt, we usually go in on mood

At Colt, we usually go in on mood boards. We've had mood board decks

boards. We've had mood board decks

boards. We've had mood board decks sometimes filled with 40 to 50 pages of

sometimes filled with 40 to 50 pages of

sometimes filled with 40 to 50 pages of just reference images around the

just reference images around the

just reference images around the different elements that we're seeing for

different elements that we're seeing for

different elements that we're seeing for the brand. These mood boards would

the brand. These mood boards would

the brand. These mood boards would consist of things like overall universe

consist of things like overall universe

consist of things like overall universe reference images, photography or

reference images, photography or

reference images, photography or illustration style, motion references,

illustration style, motion references,

illustration style, motion references, colors, fonts, and styling. Every detail

colors, fonts, and styling. Every detail

colors, fonts, and styling. Every detail of every element of the brand should

of every element of the brand should

of every element of the brand should have a reference. And simplicity is key

have a reference. And simplicity is key

have a reference. And simplicity is key here. Even though we may have pages and

here. Even though we may have pages and

here. Even though we may have pages and pages of references, if I feel like I

pages of references, if I feel like I

pages of references, if I feel like I can show what I'm seeing in my head with

can show what I'm seeing in my head with

can show what I'm seeing in my head with one image for a given category, I'll do

one image for a given category, I'll do

one image for a given category, I'll do that. Sometimes having too many images

that. Sometimes having too many images

that. Sometimes having too many images for one category can make it too

for one category can make it too

for one category can make it too confusing. Here's an example of some

confusing. Here's an example of some

confusing. Here's an example of some mood boards we created for one of the

mood boards we created for one of the

mood boards we created for one of the brands we built at Colt called Annie,

brands we built at Colt called Annie,

brands we built at Colt called Annie, which is a duo project featuring dance

which is a duo project featuring dance

which is a duo project featuring dance music producers Chris Lake and Chris

music producers Chris Lake and Chris

music producers Chris Lake and Chris Lorenzo. Okay, so looking at the initial

Lorenzo. Okay, so looking at the initial

Lorenzo. Okay, so looking at the initial Annie mood boards, this brand was

Annie mood boards, this brand was

Annie mood boards, this brand was actually pretty simple in terms of the

actually pretty simple in terms of the

actually pretty simple in terms of the design language and what we were seeing

design language and what we were seeing

design language and what we were seeing for the overall direction. What we

for the overall direction. What we

for the overall direction. What we called the direction for their brand was

called the direction for their brand was

called the direction for their brand was vintage UK rave meets contact sheets. So

vintage UK rave meets contact sheets. So

vintage UK rave meets contact sheets. So with Chris Lake and Chris Lorenzo, when

with Chris Lake and Chris Lorenzo, when

with Chris Lake and Chris Lorenzo, when we walked through the process of brand

we walked through the process of brand

we walked through the process of brand therapy with them, we found that they

therapy with them, we found that they

therapy with them, we found that they were really keen on bringing their

were really keen on bringing their

were really keen on bringing their history and their background in the UK

history and their background in the UK

history and their background in the UK rave scene. Both of them being from the

rave scene. Both of them being from the

rave scene. Both of them being from the UK. One of the creative directors I was

UK. One of the creative directors I was

UK. One of the creative directors I was working with at Colt, who goes by Ian

working with at Colt, who goes by Ian

working with at Colt, who goes by Ian Bixel, he had this idea of bringing in a

Bixel, he had this idea of bringing in a

Bixel, he had this idea of bringing in a sticker, specifically a yellow sticker,

sticker, specifically a yellow sticker,

sticker, specifically a yellow sticker, and having that yellow pop sticker live

and having that yellow pop sticker live

and having that yellow pop sticker live on top of all the different black and

on top of all the different black and

on top of all the different black and white assets that we were going to

white assets that we were going to

white assets that we were going to create. Another piece of inspiration for

create. Another piece of inspiration for

create. Another piece of inspiration for this project was old photography contact

this project was old photography contact

this project was old photography contact sheets. So before digital, when you

sheets. So before digital, when you

sheets. So before digital, when you would actually shoot film for photo,

would actually shoot film for photo,

would actually shoot film for photo, you'd get back these contact sheets and

you'd get back these contact sheets and

you'd get back these contact sheets and the images that you'd want to develop in

the images that you'd want to develop in

the images that you'd want to develop in the dark room, you'd call those out. We

the dark room, you'd call those out. We

the dark room, you'd call those out. We really like the way that this was laid

really like the way that this was laid

really like the way that this was laid out and how you could storytell through

out and how you could storytell through

out and how you could storytell through a bunch of different shots in the one

a bunch of different shots in the one

a bunch of different shots in the one image. And we also like the idea of

image. And we also like the idea of

image. And we also like the idea of doing our yellow color pop, which in

doing our yellow color pop, which in

doing our yellow color pop, which in these images, they're red, but we would

these images, they're red, but we would

these images, they're red, but we would apply our yellow color to the contact

apply our yellow color to the contact

apply our yellow color to the contact sheet. And then in terms of logo, when

sheet. And then in terms of logo, when

sheet. And then in terms of logo, when we spoke with Chris and Chris, we wanted

we spoke with Chris and Chris, we wanted

we spoke with Chris and Chris, we wanted to do something that was really simple

to do something that was really simple

to do something that was really simple and clean, not something that was overly

and clean, not something that was overly

and clean, not something that was overly stylized. And we also wanted to have a

stylized. And we also wanted to have a

stylized. And we also wanted to have a prominent icon or mark to go along with

prominent icon or mark to go along with

prominent icon or mark to go along with that minimal logo. And what we talked

that minimal logo. And what we talked

that minimal logo. And what we talked about as potentially being the subject

about as potentially being the subject

about as potentially being the subject matter for that marker icon was using

matter for that marker icon was using

matter for that marker icon was using the Queen's crown. Again, a nod to the

the Queen's crown. Again, a nod to the

the Queen's crown. Again, a nod to the UK and both of them being from England.

UK and both of them being from England.

UK and both of them being from England. So for photography style, this is the

So for photography style, this is the

So for photography style, this is the same as the first page. It doesn't

same as the first page. It doesn't

same as the first page. It doesn't always happen like that, but the images

always happen like that, but the images

always happen like that, but the images that we had for the overall mood was

that we had for the overall mood was

that we had for the overall mood was where we wanted to go with the actual

where we wanted to go with the actual

where we wanted to go with the actual style of the photography. And this was

style of the photography. And this was

style of the photography. And this was another idea from Ian Bixell, who was

another idea from Ian Bixell, who was

another idea from Ian Bixell, who was the creative director on the project of

the creative director on the project of

the creative director on the project of having this photocopy texture that would

having this photocopy texture that would

having this photocopy texture that would live on top of our different black and

live on top of our different black and

live on top of our different black and white images. So, the idea is that you

white images. So, the idea is that you

white images. So, the idea is that you should be able to show someone who's

should be able to show someone who's

should be able to show someone who's never heard of you, your music, or your

never heard of you, your music, or your

never heard of you, your music, or your brand these mood board images along with

brand these mood board images along with

brand these mood board images along with the story, and they should be able to

the story, and they should be able to

the story, and they should be able to understand the overall vibe of your

understand the overall vibe of your

understand the overall vibe of your vision. We've actually got songs signed

vision. We've actually got songs signed

vision. We've actually got songs signed to major record labels for clients who

to major record labels for clients who

to major record labels for clients who are brand new starting their project,

are brand new starting their project,

are brand new starting their project, all by having a compelling pitch deck

all by having a compelling pitch deck

all by having a compelling pitch deck that featured a well-thoughtout brand

that featured a well-thoughtout brand

that featured a well-thoughtout brand story and compelling mood boards. And

story and compelling mood boards. And

story and compelling mood boards. And this is actually how it happens most of

this is actually how it happens most of

this is actually how it happens most of the time, too, in Hollywood. There's a

the time, too, in Hollywood. There's a

the time, too, in Hollywood. There's a script, some mood boards or concept art,

script, some mood boards or concept art,

script, some mood boards or concept art, and someone who's committed to bringing

and someone who's committed to bringing

and someone who's committed to bringing the story to life. That's how many of

the story to life. That's how many of

the story to life. That's how many of your favorite movies got sold, funded,

your favorite movies got sold, funded,

your favorite movies got sold, funded, and made. And once you realize how vital

and made. And once you realize how vital

and made. And once you realize how vital these steps of definition are, you'll

these steps of definition are, you'll

these steps of definition are, you'll never go back and you'll always build

never go back and you'll always build

never go back and you'll always build this way going forward. But similar to a

this way going forward. But similar to a

this way going forward. But similar to a great script in Hollywood that ends up

great script in Hollywood that ends up

great script in Hollywood that ends up flopping because of poor execution, the

flopping because of poor execution, the

flopping because of poor execution, the vision is everything. But how you

vision is everything. But how you

vision is everything. But how you execute that vision is usually what

execute that vision is usually what

execute that vision is usually what defines the level of success. And that's

defines the level of success. And that's

defines the level of success. And that's what we're going to talk about next.

what we're going to talk about next.

what we're going to talk about next. Step eight, execute the vision. So why

Step eight, execute the vision. So why

Step eight, execute the vision. So why is it in Hollywood that certain actors

is it in Hollywood that certain actors

is it in Hollywood that certain actors get paid the big bucks to carry the

get paid the big bucks to carry the

get paid the big bucks to carry the movies that they're in? Why is it that

movies that they're in? Why is it that

movies that they're in? Why is it that certain DPS, directors of photography,

certain DPS, directors of photography,

certain DPS, directors of photography, who have won multiple Oscars many times

who have won multiple Oscars many times

who have won multiple Oscars many times over, have a wait list and are in such

over, have a wait list and are in such

over, have a wait list and are in such high demand? Or why special effects team

high demand? Or why special effects team

high demand? Or why special effects team ILM seems to always be involved with the

ILM seems to always be involved with the

ILM seems to always be involved with the biggest blockbuster movies? Is it just

biggest blockbuster movies? Is it just

biggest blockbuster movies? Is it just because these people know the right

because these people know the right

because these people know the right people in the industry? Is it because of

people in the industry? Is it because of

people in the industry? Is it because of how long they've been doing it? No. The

how long they've been doing it? No. The

how long they've been doing it? No. The main reason these people get hired over

main reason these people get hired over

main reason these people get hired over and over again is because they can

and over again is because they can

and over again is because they can execute the movie's vision. Whether

execute the movie's vision. Whether

execute the movie's vision. Whether through experience, god-given gifts, or

through experience, god-given gifts, or

through experience, god-given gifts, or both, they have a reputation of doing

both, they have a reputation of doing

both, they have a reputation of doing highlevel work again and again. They

highlevel work again and again. They

highlevel work again and again. They built a reputation and trust. This is

built a reputation and trust. This is

built a reputation and trust. This is why Christopher Nolan, Steven Spielberg,

why Christopher Nolan, Steven Spielberg,

why Christopher Nolan, Steven Spielberg, and Wes Anderson famously use a lot of

and Wes Anderson famously use a lot of

and Wes Anderson famously use a lot of the same cast and crew on their films.

the same cast and crew on their films.

the same cast and crew on their films. They want the highest quality craftsman

They want the highest quality craftsman

They want the highest quality craftsman working with them on their vision. You

working with them on their vision. You

working with them on their vision. You should approach building out your artist

should approach building out your artist

should approach building out your artist brand with the same kind of thinking.

brand with the same kind of thinking.

brand with the same kind of thinking. You may not have the multi-million

You may not have the multi-million

You may not have the multi-million dollar budgets the directors I just

dollar budgets the directors I just

dollar budgets the directors I just mentioned now have. But they all started

mentioned now have. But they all started

mentioned now have. But they all started from nothing, too. And they had to be

from nothing, too. And they had to be

from nothing, too. And they had to be creative. And even in the early days of

creative. And even in the early days of

creative. And even in the early days of their career, they were hiring the

their career, they were hiring the

their career, they were hiring the absolute best people they could to help

absolute best people they could to help

absolute best people they could to help them execute their vision. The vision

them execute their vision. The vision

them execute their vision. The vision and story you've created may be all for

and story you've created may be all for

and story you've created may be all for nothing if it's not executed correctly.

nothing if it's not executed correctly.

nothing if it's not executed correctly. It's like the incredible script that

It's like the incredible script that

It's like the incredible script that didn't have the right team in place to

didn't have the right team in place to

didn't have the right team in place to properly execute. So ultimately, it

properly execute. So ultimately, it

properly execute. So ultimately, it doesn't connect with the audience.

doesn't connect with the audience.

doesn't connect with the audience. Hiring great artists and finding the

Hiring great artists and finding the

Hiring great artists and finding the right people to help you bring your

right people to help you bring your

right people to help you bring your vision to life is equally as important

vision to life is equally as important

vision to life is equally as important as the vision itself. I can't emphasize

as the vision itself. I can't emphasize

as the vision itself. I can't emphasize this enough. Ask around, do your

this enough. Ask around, do your

this enough. Ask around, do your research, find and reach out to people

research, find and reach out to people

research, find and reach out to people on social platforms whose work seems to

on social platforms whose work seems to

on social platforms whose work seems to be seasoned and lines up with your

be seasoned and lines up with your

be seasoned and lines up with your vision. It's all about building your

vision. It's all about building your

vision. It's all about building your team of collaborators. Once you've

team of collaborators. Once you've

team of collaborators. Once you've executed getting all the elements

executed getting all the elements

executed getting all the elements together for the project, you're going

together for the project, you're going

together for the project, you're going to need to properly organize these

to need to properly organize these

to need to properly organize these elements. And that's where the next step

elements. And that's where the next step

elements. And that's where the next step comes into play. Step nine, organize

comes into play. Step nine, organize

comes into play. Step nine, organize elements into a brand guidelines deck.

elements into a brand guidelines deck.

elements into a brand guidelines deck. So once you have the assets, you'll need

So once you have the assets, you'll need

So once you have the assets, you'll need to launch the brand. Here's a quick

to launch the brand. Here's a quick

to launch the brand. Here's a quick example of how a brand guidelines deck

example of how a brand guidelines deck

example of how a brand guidelines deck might look using our previous example of

might look using our previous example of

might look using our previous example of the Chris Lake and Chris Lorenzo Annie

the Chris Lake and Chris Lorenzo Annie

the Chris Lake and Chris Lorenzo Annie project. So here's the cover page for

project. So here's the cover page for

project. So here's the cover page for the Annie brand guidelines deck,

the Annie brand guidelines deck,

the Annie brand guidelines deck, followed by the table of contents. Then

followed by the table of contents. Then

followed by the table of contents. Then we have our biography page. We have a

we have our biography page. We have a

we have our biography page. We have a page giving direction on personality,

page giving direction on personality,

page giving direction on personality, voice, and tone. Brand themes page, mood

voice, and tone. Brand themes page, mood

voice, and tone. Brand themes page, mood board pages, logo page, logo usage,

board pages, logo page, logo usage,

board pages, logo page, logo usage, which is dos and don'ts of the logo,

which is dos and don'ts of the logo,

which is dos and don'ts of the logo, icon, dos and don'ts of the icon, brand

icon, dos and don'ts of the icon, brand

icon, dos and don'ts of the icon, brand colors, fonts, design elements, brand

colors, fonts, design elements, brand

colors, fonts, design elements, brand example page, and press photo pages. And

example page, and press photo pages. And

example page, and press photo pages. And you can see with the Annie brand how

you can see with the Annie brand how

you can see with the Annie brand how they were able to scale this creative

they were able to scale this creative

they were able to scale this creative direction against all the different

direction against all the different

direction against all the different touch points of the project. So, this

touch points of the project. So, this

touch points of the project. So, this deck will be used in a variety of ways.

deck will be used in a variety of ways.

deck will be used in a variety of ways. For example, you can send to contractors

For example, you can send to contractors

For example, you can send to contractors that are helping you create assets for

that are helping you create assets for

that are helping you create assets for the project. You can send to promoters

the project. You can send to promoters

the project. You can send to promoters for a concert or club that you're

for a concert or club that you're

for a concert or club that you're performing at so they understand the

performing at so they understand the

performing at so they understand the rules of the brand. You can send to

rules of the brand. You can send to

rules of the brand. You can send to labels, management companies, or

labels, management companies, or

labels, management companies, or potential brands that you may

potential brands that you may

potential brands that you may collaborate with. It's so they

collaborate with. It's so they

collaborate with. It's so they understand what your story is and what

understand what your story is and what

understand what your story is and what you can and can't do with the brand. And

you can and can't do with the brand. And

you can and can't do with the brand. And also, as a note here, I was a talent

also, as a note here, I was a talent

also, as a note here, I was a talent buyer for almost 15 years. And when an

buyer for almost 15 years. And when an

buyer for almost 15 years. And when an artist or band would send us their brand

artist or band would send us their brand

artist or band would send us their brand guidelines deck, it immediately made

guidelines deck, it immediately made

guidelines deck, it immediately made them more expensive in my mind. It

them more expensive in my mind. It

them more expensive in my mind. It showed how serious they were with their

showed how serious they were with their

showed how serious they were with their project. They had done the work to lay

project. They had done the work to lay

project. They had done the work to lay out their story and their visual

out their story and their visual

out their story and their visual identity, and they were clear with what

identity, and they were clear with what

identity, and they were clear with what they were trying to build. In my mind,

they were trying to build. In my mind,

they were trying to build. In my mind, I'm assuming that how you do anything is

I'm assuming that how you do anything is

I'm assuming that how you do anything is how you do everything. So, if an artist

how you do everything. So, if an artist

how you do everything. So, if an artist is taking the time and care to do this,

is taking the time and care to do this,

is taking the time and care to do this, they must be applying the same kind of

they must be applying the same kind of

they must be applying the same kind of intention to all the aspects of their

intention to all the aspects of their

intention to all the aspects of their project. That intention will help grow

project. That intention will help grow

project. That intention will help grow and firmly connect them with their

and firmly connect them with their

and firmly connect them with their audience, which in turn gives me

audience, which in turn gives me

audience, which in turn gives me confidence that they'll be able to sell

confidence that they'll be able to sell

confidence that they'll be able to sell tickets for the show that we're doing

tickets for the show that we're doing

tickets for the show that we're doing together. This conveyed to me that they

together. This conveyed to me that they

together. This conveyed to me that they were clear in what they were all about.

were clear in what they were all about.

were clear in what they were all about. And this clarity not only helps with

And this clarity not only helps with

And this clarity not only helps with basic branding decisions, but it

basic branding decisions, but it

basic branding decisions, but it influences the full universe surrounding

influences the full universe surrounding

influences the full universe surrounding the project. Step 10, share your movie

the project. Step 10, share your movie

the project. Step 10, share your movie with the world. So, you've built the

with the world. So, you've built the

with the world. So, you've built the universe the project will live in, and

universe the project will live in, and

universe the project will live in, and you've defined the characters and story,

you've defined the characters and story,

you've defined the characters and story, and all that's left to do is to share

and all that's left to do is to share

and all that's left to do is to share the movie with the world. Every touch

the movie with the world. Every touch

the movie with the world. Every touch point, meaning every time someone

point, meaning every time someone

point, meaning every time someone interacts with the brand, is an

interacts with the brand, is an

interacts with the brand, is an opportunity to tell the story. Social

opportunity to tell the story. Social

opportunity to tell the story. Social posts, your bio, music videos,

posts, your bio, music videos,

posts, your bio, music videos, interviews, themes, and songs, EP skits,

interviews, themes, and songs, EP skits,

interviews, themes, and songs, EP skits, interludes are all good opportunities to

interludes are all good opportunities to

interludes are all good opportunities to storytell and show the audience a scene

storytell and show the audience a scene

storytell and show the audience a scene in the greater movie. So, in this step,

in the greater movie. So, in this step,

in the greater movie. So, in this step, you'll want to create an overall content

you'll want to create an overall content

you'll want to create an overall content strategy for your branding. Create a

strategy for your branding. Create a

strategy for your branding. Create a release schedule and organize all the

release schedule and organize all the

release schedule and organize all the things that you're going to do on a

things that you're going to do on a

things that you're going to do on a content calendar. There are endless ways

content calendar. There are endless ways

content calendar. There are endless ways to organize this and there's a lot of

to organize this and there's a lot of

to organize this and there's a lot of information online about how to create a

information online about how to create a

information online about how to create a content calendar. The important part

content calendar. The important part

content calendar. The important part here is to build it and define it ahead

here is to build it and define it ahead

here is to build it and define it ahead of time and then stick to it. Bonus

of time and then stick to it. Bonus

of time and then stick to it. Bonus step, stay committed to the process and

step, stay committed to the process and

step, stay committed to the process and stay committed to the vision. What can

stay committed to the vision. What can

stay committed to the vision. What can happen with creative people is we like

happen with creative people is we like

happen with creative people is we like to chase shiny objects. It's part of our

to chase shiny objects. It's part of our

to chase shiny objects. It's part of our nature, but you've done a good amount of

nature, but you've done a good amount of

nature, but you've done a good amount of work to write the script on this movie

work to write the script on this movie

work to write the script on this movie and define and create all the elements

and define and create all the elements

and define and create all the elements around it. Lock into it for at least 12

around it. Lock into it for at least 12

around it. Lock into it for at least 12 to 24 months. You may have something

to 24 months. You may have something

to 24 months. You may have something that could not only change your life,

that could not only change your life,

that could not only change your life, but could become something that people

but could become something that people

but could become something that people all over the world are deeply connected

all over the world are deeply connected

all over the world are deeply connected to. And if you end up switching after 3

to. And if you end up switching after 3

to. And if you end up switching after 3 months to something entirely new and

months to something entirely new and

months to something entirely new and different, you may never find out what's

different, you may never find out what's

different, you may never find out what's possible with this. Of course, you'll

possible with this. Of course, you'll

possible with this. Of course, you'll make adjustments and things will evolve

make adjustments and things will evolve

make adjustments and things will evolve with the project, but often if something

with the project, but often if something

with the project, but often if something doesn't work in a few weeks or a few

doesn't work in a few weeks or a few

doesn't work in a few weeks or a few months, the artist will abandon the

months, the artist will abandon the

months, the artist will abandon the concept altogether. The one thing I've

concept altogether. The one thing I've

concept altogether. The one thing I've seen that the bigger artists that I've

seen that the bigger artists that I've

seen that the bigger artists that I've been blessed enough to work with all

been blessed enough to work with all

been blessed enough to work with all have in common is they have conviction

have in common is they have conviction

have in common is they have conviction around their vision and what they're

around their vision and what they're

around their vision and what they're trying to build and they stick to that

trying to build and they stick to that

trying to build and they stick to that north star and they let that inform

north star and they let that inform

north star and they let that inform everything they do. It's clear for them

everything they do. It's clear for them

everything they do. It's clear for them and every day they're trying to get

and every day they're trying to get

and every day they're trying to get better and move closer towards their

better and move closer towards their

better and move closer towards their vision. So, I hope all this makes sense

vision. So, I hope all this makes sense

vision. So, I hope all this makes sense and the process allows you to create and

and the process allows you to create and

and the process allows you to create and build your universe. As I mentioned

build your universe. As I mentioned

build your universe. As I mentioned earlier in the video, it's my life's

earlier in the video, it's my life's

earlier in the video, it's my life's work to help artists tell their stories

work to help artists tell their stories

work to help artists tell their stories and bring clarity to what they're trying

and bring clarity to what they're trying

and bring clarity to what they're trying to create. And I've seen how insanely

to create. And I've seen how insanely

to create. And I've seen how insanely fast a project can start to move once

fast a project can start to move once

fast a project can start to move once the artists or artists are clear on

the artists or artists are clear on

the artists or artists are clear on their universe and they start promoting

their universe and they start promoting

their universe and they start promoting it to their audience. It's often night

it to their audience. It's often night

it to their audience. It's often night and day different. And I know from

and day different. And I know from

and day different. And I know from having my own artist project how

having my own artist project how

having my own artist project how powerful it is to have clarity around

powerful it is to have clarity around

powerful it is to have clarity around what the project is all about. For me,

what the project is all about. For me,

what the project is all about. For me, going through this process, it made

going through this process, it made

going through this process, it made everything 100x easier because it was

everything 100x easier because it was

everything 100x easier because it was all defined. All I had to do now was

all defined. All I had to do now was

all defined. All I had to do now was execute. And this exact process is why

execute. And this exact process is why

execute. And this exact process is why we're getting the results we're getting

we're getting the results we're getting

we're getting the results we're getting with our clients at Colt. We do have all

with our clients at Colt. We do have all

with our clients at Colt. We do have all sorts of engagements with the Colt

sorts of engagements with the Colt

sorts of engagements with the Colt Creatives on ways to collaborate. If you

Creatives on ways to collaborate. If you

Creatives on ways to collaborate. If you want to work with us directly to build

want to work with us directly to build

want to work with us directly to build your universe together, if that's

your universe together, if that's

your universe together, if that's something you're interested in, feel

something you're interested in, feel

something you're interested in, feel free to reach out. All things the Colt

free to reach out. All things the Colt

free to reach out. All things the Colt creatives, the colult creatives.com. But

creatives, the colult creatives.com. But

creatives, the colult creatives.com. But even if we never personally work

even if we never personally work

even if we never personally work together, I wish you all the best with

together, I wish you all the best with

together, I wish you all the best with your project. The world needs more

your project. The world needs more

your project. The world needs more artists and great art. So, keep doing

artists and great art. So, keep doing

artists and great art. So, keep doing what you're doing. Believe in the

what you're doing. Believe in the

what you're doing. Believe in the calling that you have inside. And until

calling that you have inside. And until

calling that you have inside. And until next time,

[Music]

[Music] Neighborhood.

[Music]

[Music] Heat. Heat.

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YouTube Transcript:How to Build a Music Brand (Full Masterclass)

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How to Build a Music Brand (Full Masterclass)