Positioning your Brand in Today's Industry

The Music Works Creative Community presents: Positioning your Brand in Today's Industry

Let's be real: the rules of artist branding have changed. With endless scrolling and AI flooding our feeds, just dropping a great song and a photo dump isn't enough anymore. People are bored of generic content. What fans actually crave is a real human connection and a creative world they can get lost in.

This masterclass is all about building a brand that lasts. We’re skipping the tired "how to hack the algorithm" advice and focusing on what actually works: creating a standout visual identity, building a dedicated community of real fans, and staying relevant without burning out or changing who you are.

What to expect

Benjy will share a practical guide on how to shift from an exhausted content creator mindset to a world-builder, crafting a distinctive visual and narrative universe that converts casual listeners into dedicated fans. You’ll explore how to cut through feed fatigue and AI saturation using your authenticity and human perspective, while learning to build tight-knit, direct-to-fan communities, and establish a cohesive and universally recognisable visual identity.

About Benjy Kusi

Benjy (@benjykusi) is a Queer, British-Ghanaian content creator, writer, and inclusion and wellbeing consultant based in London, with a background in planning campaigns at a global media agency. He's built a community of 250,000+ people across Instagram, TikTok and LinkedIn, where he produces helpful educational content on topics such as anti-racism, LGBTQIA+ inclusion, and self-care. He also helps organisations and individuals across the UK and the world create spaces where everyone can thrive. Benjy is the author of "Hope This Helps: How to be Kinder to Yourself and Others", a practical guide to self-care, empathy, and conscious inclusion, published in February 2023. His overall mission is to equip and empower people to make a positive difference in their lives, and the lives of others.

Event details

• Date: Tuesday 27th October
• Time: 7:00pm to 8:00pm (UK time)
• Location: The Music Works - Gloucester Hub
• Cost: Free
• Open to: Creatives interested in music and a creative career

How to join

This event will take place at The Music Works - Gloucester. Sign up here, and show your ticket at the door. Please check your spam folder if you don’t see it, and make sure the email you register with is one you check regularly.

Questions or trouble joining?
If you have any questions, or run into technical difficulties joining the session, please get in touch at upsurge@themusicworks.org.uk.