How artists build brands beyond music

Short answer: Top performers know the brands and products they build or endorse can outearn their music many times over, and they own more of that income. You don't need to be a superstar to start: pick a product you care about, use your audience data, and build the product brand alongside the music.

Artists at every level understand the power of their content. Music and content drive the career. But many don't know where to start when it comes to selling products, and the opportunity isn't limited to superstars. Up-and-coming and mid-level artists are already using their reach for endorsements, digital products and physical goods.

"Art is not what you see, but what you make others see." Edgar Degas

Artists who built beyond the music

• Rick Ross: spirits brands, Wingstop franchises and other ventures
• Kanye West: Adidas, clothing and home goods
• Nappy Roots: craft beer through Atlantucky Brewing and collaboration brews
• Master P: food products, ice cream, Rap Snacks and more

Some of the biggest names in hip-hop make far more outside music. They understand leverage and audience, and they pick something they're passionate about and can add value to.

Why products beat music on ownership

Music careers are often shaped by the label an artist signs with and by shifting tastes. Margins and control are usually better in products outside music. Margins aren't always better (food is famously tight), but ownership and control of the brand almost always are. Artists can build equity in their own brands, unlike recordings that are often owned by labels, and brands can outlast a music career.

Four questions to start your own product line

1. What business or product outside music interests you enough to study, test and talk about?
2. What products and production do you have access to? Is someone you know already selling something you could make your own version of?
3. Who is your ideal brand sponsor, and how can you position yourself to become their ambassador?
4. What product fits naturally with your music or content?

The barriers are often self-made. Products like water, cosmetics, supplements and accessories can be produced through private-label agreements. Or calculate your reach, audience and demographics, project your growth around each release, and take those numbers to the brands you want to partner with.

Start sooner and build your product brands alongside your entertainment brand. Before you sign a private-label, licensing or endorsement agreement, have it reviewed; for a single brand deal, the $249 Brand Deal Review is the quickest route.