IndieAdmin
Helping a platform for indie songwriters to find its voice.
Background
Since the advent of internet streaming services, the music industry has experienced a complete change in the way it promotes, distributes, sells music. And with it, this disruptive technology has prompted a shift in mindset among artists seeking greater control over their published works. In essence, it means that even well-known musicians and songwriters have become “independents”. Yet for the beginning or up-and-coming artist, many lack the expertise and resources necessary to effectively manage the rights for the musical content they create in order to ensure the compensation they deserve. For the Christian artist or songwriter, this is where IndieAdmin comes in.
In a nutshell, IndieAdmin works with publishers seeking a sound business structure. With their singular focus on serving the faith market — on behalf of artists.
OVO was brought on to work closely with executive leadership in developing the brand strategy, visual and verbal identity, messaging, and corporate website architecture and strategy.
Challenge
Our client wanted to respect the foundational tenets of IndieAdmin and modernize it for the artist of today. The evolution would require a new way of doing business. Further, IndieAdmin was to operate as a standalone service, while at once leveraging the assets of the copyright management company, and cross-over competitors were quickly emerging from the secular market.
Solution
Paramount to operations and marketing, OVO defined IndieAdmin’s reason for being: Belief. We clarified its Purpose: Connecting songwriters who grow in recognition to influential people, groups, and channels. And codify its Pillars:
- Simplifying end-to-end rights management;
- Singularly focused on serving independent Christian songwriters;
- Empowering songwriters to make their gifts (of music) their livelihood. This would guide everything moving forward.
Through it all, an empowering Personality emerged for the IndieAdmin brand. One that delivered clarity in simplifying the complicated administrative task of rights management. One that was instrumental to the success and acknowledgement of every Christian artist. One that worked to encourage the growth of every client by providing solutions that address the business of creativity. Recognizing its role and how it would present itself, IndieAdmin was now in a position to yell from the rooftops to every Christian artist who would listen, “You create the music that the world needs to hear. We’ll help you manage it!”
To be an artist is to be unique and IndieAdmin seeks to honor the creative difference in every artist, regardless of their shared belief. It exists to serve those who aren’t already being served and leverage the relationships of its full-service label partners. It’s a powerful combination.
The new IndieAdmin brand is still young. Like the music industry, it is evolving. But it remains committed to embracing the opportunities that exist for this new era of artists, songwriters, and publishers. This empowers publishers to take control of their creative future and better protect and promote their songs. To us, it’s the personification of independence.
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