How artists create brand worlds
Using Baudrillard's theories of hyperreality
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How artists create brand worlds
Artists can leverage the philosophical concepts of simulation and hyperreality to create compelling brand narratives.
Why it matters
Having great music is just the first step in building sustainable music careers. To generate revenue, musicians need a fanbase. To build a fanbase, they require a brand.
Jean Baudrillard's theories of hyperreality—where the line between reality and simulation blurs—provide a fascinating framework for artists to create brand stories.
Understanding these concepts can help artists craft narratives that resonate more deeply with fans and stand out in an increasingly digital music ecosystem.
How it works
Sociologist and philosopher Baudrillard suggested that simulations have replaced authentic experiences in modern society, creating a "hyperreality" where representations become more significant than what they represent. For artists, this translates to:
Embrace symbolic value over literal representation. Artist branding 101: Instead of simply documenting their journey, artists can create symbolic narratives that embody broader themes. Numerous examples exist of artists who follow this approach.
Layer references and meanings. Artists can build brand depth by incorporating cultural references, visual symbols, and thematic elements that create multiple layers of meaning. Consider how Travis Scott's Astroworld created an entire universe with its own mythology and visual language.
Create immersive worlds. The most compelling artist brands extend beyond music into cohesive aesthetic universes across all touchpoints. Artists like FKA twigs, SOPHIE, and Charli XCX create complete sensory experiences where music, visuals, fashion, and performance blur into a seamless whole.
In practice, artists should regard their brand not merely as a reflection of reality but as a thoughtfully crafted narrative that can ultimately hold more significance than the conventional "authentic" story.
Go deeper
Baudrillard identified four stages of simulation that artists can apply to brand development:
Basic reflection - A faithful representation of reality (e.g., documentary-style content).
Perversion of reality - Distorting elements to highlight certain aspects (e.g., stylised performances).
Masking the absence of reality - Creating the impression of something that doesn't exist (e.g., fictional personas).
Pure simulation - No relationship to reality (e.g., completely fabricated narratives, AI-generated music).
The most hyperrealistic artist brands operate between stages 3 and 4, where the created narrative becomes its own reality in fans' minds. Daft Punk's robot personas or Gorillaz's animated band members come to mind here.
AI-generated music may represent the ultimate expression of stage 4—music created entirely within simulation, with no human reality behind it (unless AI is approached as an instrument controlled by humans).
Yes, but..
While these philosophical concepts provide powerful branding tools, artists must balance simulation and authenticity. Audiences continue to seek genuine connection, even within constructed narratives.
Some artists thrive on accessibility and direct connection with fans (approachable), while others build their appeal through distance and enigma (mysterious). Both can successfully utilise hyperreal branding strategies, yet the execution varies greatly. Approachable artists may integrate fans into their simulated world, whereas mysterious artists maintain fans as observers of their crafted reality.
In a world where algorithms and influencers lead us to chase the same experiences and queue for the same sandwich, it can be difficult to acknowledge that artists can choose to build a constructed, simulated brand. Given music’s emotional aspects, I believe it’s best to maintain threads of authentic expression within simulated worlds, allowing fans emotional access points amid the fantasy.
Take action now
Artists can start applying these concepts by auditing current brand elements to identify symbolic motifs that could be developed into deeper narrative elements.
Your thoughts
Further reading
Baudrillard, J. (1994). Simulacra and simulation. University of Michigan Press. (Original work published 1981)
Jean Baudrillard’s Simulacra and Simulation (Media Studies)
The Desert of Meaning (Orbis Tertius)
Building The Perfect Artist Brand in 2025 (The Fanbase Builder)
The Hero's Journey helps artists create mysterious brands (The Fanbase Builder)
Five branding strategies to achieve authenticity (The Fanbase Builder)