Date of Completion


Degree Type

Honors Thesis


Marketing (MRKT)

First Advisor

Anastasia Petukhova


The purpose of this thesis is to act as a toolkit for artists early in their careers to reference when building their brand in the early stages. This toolkit is to be used by labels, artist management teams, and independent artists. In order to achieve this, I will go into an overview of personal branding. I will demonstrate how to apply these branding techniques to artists. I will then deepen my inquiry into an exploration of “eras,” showing how they are created and why they are important through a deep dive into three artists that have successfully created eras in their music careers. I will explain why this information is important and how to utilize it for one's own success in order to create a strong and lasting career in the music industry.