Emerging artists often overlook the fact that their act is defined by their brand. Businesses use brands in order to obtain instant recognition. In order to succeed, emerging music acts need to think of themselves as businesses and apply tried and tested business tactics and strategies in order to give themselves highest chance of succeeding. In modern times, it is possible to do this with little or no monetary investment through use of relevant digital channels. This talk will cover the most important points up-and-coming acts need to remember when building their careers.