The Scottish hip-hop duo Silibil n’ Brains were getting nowhere in the industry until they lied and told venue promoters that they were a hot new act from USA. The interesting thing was how their image alone got them signed to a major label.
Jonathan Shalit was assigned as manager of the group and he explained how important their image was, not only the fact that they were (supposedly) from California, but also their double act persona. Shalit said bluntly that either one of the band members would be worthless as a solo artist, it's the duo together as Silibil n’ Brains that creates the 'package'.
So what can we learn from this? Firstly, it doesn't pay to lie about where you are from! If you watch the documentary you will see that their story unraveled around them and they split up.
But it highlights that all musicians need to think carefully about their image and in particular what sets them apart from the norm. Find your unique selling point and eventuate it. We covered this in a recent blog post where we looked at how the Bee Gee's 'created' their falsetto style of singing as a way to differentiate themselves from other groups.
Essentially you need to think like a marketing guru. Silibil n’ Brains were easy to market as a fun and wacky duo. Bee Gee's are easy to sell as "the group with the high voices". You need to be instantly memorable and sometimes that takes planning and thinking about!