Feb 12, 2018

What is an USP? What Makes Your Act Special?

Separating yourself from the masses, fighting your way through the music industry jungle, and reaching as many people along the way is not that easy nowadays. Why do most projects still fail? Why is it so difficult for many musicians to get their music out there? And the mother of all questions: why should anyone be interested in your music?

The problem of many musicians is not producing their own records, but rather their image and marketing. You need to have a creative and individual idea: your USP (Unique Selling Proposition).

The fans need to be able to identify with you. To do that, they need a coherent and well thought out impression of you as a person, your image and your music. Everything needs to fit together. When you’re working on your USP, it’s important to consider the following points:

  • What are you all about?
  • What is hiding behind your music?
  • What is your message?
  • What exactly do you want to express with your music?
  • What should the audience remember when you leave the stage?
  • Why should people be interested in you?


Your music needs to tell a story. A story that moves people. A story that sticks in people’s heads and that everyone can access. Take a look at the way Madonna, Lady Gaga, Amy Winehouse, Michael Jackson, KISS, Prince, and many more have done it. Every one of them has a story to tell. And every single show has a crazy adventure behind it. Put yourself out there, so that the fans can understand who you are, connect with you and help to develop your music.

Your ultimate goal should be to create that WOW factor! You need to bowl the fans over with your individual aura and get your musical message over to them. It’s time to get brainstorming! Make sure to check out all of the points on the following checklist.