Brand Dilution: A Handbook for Artists

Brand dilution happens when the value of an artist’s work decreases due to its association with less desirable events or behaviour. This can happen when an artist overshares on social media, posts too many selfies, or collaborates with too many different brands. When an artist’s brand becomes diluted, it can be difficult for viewers and potential collectors to understand what the artist stands for.

With the emergence of new social media platforms, artists have plenty of opportunities to reach a wider audience and build their brand presence. And yet, for artists with lots of projects, it can be difficult to plan or even create content for various social media accounts.

Thus, another way to dilute a brand is to maintain no brand presence at all. I’m sure you’ve seen Instagram accounts with one post from 2018, or an abandoned Twitter account that has been taken over by bots. In other words, some exposure is good, while excessive self-promotion can lead to catastrophic results. One of the biggest challenges for artists is therefore building brand presence without diluting it (too much). Read ahead for a summary of three common examples of brand dilution and how to avoid them.

The Unfiltered Diary

This is content created by an artist who shares every intimate detail of their personal life, including relationship troubles, health issues, and emotional struggles, on social media. When Kanye West does it, (like making his new wife, Bianca Censori, wear sheer tights as trousers), we think it’s funny.

But when a regular artist shares a photo of their dog’s bottom at the pet hospital, complete with a caption explaining what was in there, it’s gross. A post like that makes you worry about the artist’s mental health. Of course, ‘mad’ artists are popular, but usually after they left Earth for about one hundred years. And their amazing work outshines any hardship they may have suffered in the past. Think Beethoven or Van Gogh.

While the artist gets attention for raw honesty, over time, they become known for their personal struggles rather than their talent. The constant focus on personal issues overwhelms their work. This leads to dilution because viewers don’t have the energy to separate the artist’s personal life from their creative output. Some sensitive viewers avoid the artist’s social media posts for fear of seeing unpleasant things. This reduces the artist’s reach, influence, and impact.

The Mundane Chronicles

This is content created by an artist who documents every aspect of their daily routine on social media, from waking up, to cooking meals, to running errands. This level of openness is relatable in small amounts. A daily, well-curated reel on Instagram with the right ambient music can be a welcome pick-me-up.

But constant sharing of mundane activities can overtake the artist’s actual artwork. Think Madonna trying to scrub her toilet in lingerie from Dolce & Gabbana. It was funny and grotesque and probably a parody. Sadly, younger people forgot that she used to be a singer and wonder why she simply doesn’t “just stop”.

Similarly, the artist who tweets stray thoughts every ten minutes will grate on the algorithm’s nerves and might see their posts deboosted. That artist’s account becomes associated with trivial aspects of life, and an algorithm might run interference to spare everyone the details. Some artists complaining about “shadowbanning” fall into this category. Unfortunately, rather than sharing their vision or skill, the artist diluted the impact of their own work because they posted (or used) too much filler.

The Constant Self-Promoter

Most artists choose to post about their own achievements so that potential clients can see what they have to offer. These posts are usually accompanied by meaningful insights and engaging commentary. These kinds of updates have value for an engaged audience.

While self-promotion is important, excessive self-centeredness can be a turnoff. This is a tightrope walk because artists need to consistently promote themselves in order to stay visible. Additionally, it’s natural for an artist who is passionate about their newest project to feel excited about sharing their work.

However, showcasing too much can lead to burnout for the artist. They may feel pressured to produce new work in order to stay relevant. Ironically, artists who are worried about this may find it difficult to focus on their work. Think Cardi B showcasing her various collaborations with other rappers even as her fans keep asking her when she’s going to release a new album.

A sign of dilution is when the artist’s audience starts offering advice on how to avoid being distracted. That is an indicator that the artist has shifted to a relentless self-promotional agenda.

For the ordinary artist, sharing important announcements through friends or other third parties is ideal. The Prince and Princess of Wales use their Instagram and YouTube accounts sparingly. They share very short video clips of their projects and rely on mainstream/tabloid media to share the details. Artists can emulate this by creating a separate channel (or account) for showcasing promotional events like media interviews, collabs, and exhibits. On a more personal channel, frequent promotion could potentially alienate viewers and collectors and should be avoided.

Outro: Be Mysterious

There is a fine line between clever promotional ideas and appearing unprofessional. Hyperactivity diminishes uniqueness and relatability. Artists who neglect personal boundaries risk undermining the very qualities that make their work captivating. The best way to maintain intrigue is to leave room for interpretation. By doing this, artists can build a stronger connection with their audiences while protecting their unique vision.