Industry Spotlight: Chantal Chaichian drives home the synchronicity between digital marketing and brand management [Interview]

The harmony between various roles and sectors within the music industry ecosystem is an ever changing dynamic.  Like a clock, all of the gears have to work together to keep the needle moving, but simultaneously innovate to stay on the forefront of change.  Chantal Chaichian is an experienced Brand Manager in this dynamic environment.  Working with digital agency Benchmob, she possesses a deep passion for music and a knack for strategic branding.  Her experience and awareness of the ever-changing ecosystem and industry trends sees Chantal consistently demonstrate her ability to merge the worlds of art and commerce, creating resonant narratives that amplify artists and music brands to exact their goals.

Chantal's hard work has seen her earn a portfolio that boasts multiple RIAA plaques that reflect her dedication to crafting and executing brand strategies that translate into commercial triumphs. Her ability to tell a story by means of brand management and artist positioning has made her a recognized figure in the digital music space. 

Chantal's career has seen her collaborate with a plethora of big names that span genres and mediums. From electronic sensation Dom Dolla to the virtual superstars The Gorillaz, Chantal has played an instrumental role in shaping and enhancing their brand identities. Her expertise extends beyond artists to encompass global brands as well – her work with commercial products such as AriZona Iced Tea showcases her proficiency in crafting synergistic partnerships between music and brands.

Sharing on her journey in music, Chantal gives insight into the world of digital marketing and brand management in an exclusive interview for EARMILK.

EARMILK: Could you share your journey in the music industry and how you ventured into both digital marketing and brand management?

Definitely, quite simply, I live and breathe music. I believe that each artist's journey is a narrative waiting to be shared, this ultimately led me to my career in the digital space. It’s always been my vision that by merging digital marketing and Brand Management, you can help translate an artist's story into one that is impactful and resonates with any audience. Furthermore, my alignment with Benchmob is rooted in our shared core values. We as an agency believe in prioritizing authentic connections, innovative storytelling, and empowering artists through strategic digital marketing.

How do digital marketing and Brand Management intersect in the music industry?

The synergy between digital marketing and brand management is undeniable. While digital marketing channels amplify an artist's message, Brand Management ensures that the message aligns with the artist's identity and resonates with their target audience. Together, they create a cohesive narrative that establishes a lasting connection.

What strategies do you employ to build and maintain a successful brand for musicians in today's digital age?

Building a brand starts with a deep understanding of the artist's values, image, and unique selling points. From there, I craft a consistent visual and tonal identity that carries across social media, album artwork, and merchandise. Engaging storytelling through content marketing reinforces the brand's authenticity.

How does brand management contribute to an artist's longevity and impact in the industry?

A strong brand is the foundation of an artist's long-term success. It helps them stand out amidst competition and positions them as more than just a musician. As the artist evolves, their brand can adapt, ensuring relevance and maintaining a loyal fanbase over time.

Can you share a case where brand management played a pivotal role in an artist's career trajectory?

Of course. We worked with an artist who was transitioning from one genre to another, which presented a challenge in terms of audience perception. Through strategic rebranding, we not only managed the shift seamlessly but also attracted a new, engaged audience who appreciated the artist's evolution.

How does your approach to digital marketing differ when working with well-established artists versus emerging talents?

For established artists, the focus is often on reinforcing their brand and maintaining engagement with a dedicated fanbase. For emerging talents, it's about fostering and developing a community by connecting with the artists directly and then introducing them effectively to the world. While strategies may vary, authenticity remains a core principle in both cases.

What advice do you have for aspiring brand managers aiming to specialize in the music industry?

Be a chameleon. Adapt to the diverse range of artists and genres you'll encounter. Embrace collaboration, as successful Brand Management requires aligning with the artists' vision. Also, staying on top of industry trends and technological advancements is super important in creating  innovative and impactful strategies.

Can you give us a glimpse of what you're currently working on in marketing at Benchmob?

I can say that we’re experiencing rapid growth and have some really exciting opportunities on the horizon! We're not only collaborating with artists but also branching out to household brands and athletes which is really exciting for us. 

We know that Benchmob as an agency has a heavy focus on short form content, specifically TikTok. In what ways does the platform contribute to an artist's narrative and overall impact in the music space?

TikTok truly serves as an amplifier. Quite simply, it’s the best place to grow an audience as fans are leaving other social channels for TikTok. TikTok can impact other channels though, as posting engaging content on the platform can lead to follower growth across other digital channels and DSPs like Spotify.

Connect with Chantal ChaiChian: Instagram | LinkedIn

Connect with BenchComb: LinkedIn | Website