“Now does this girl look like trouble to you? She is looking very much like the smooth and sultry jazz crooner, but E.G. Kight (http://www.egkight.com/) is really the burnin’ red-hot blues mama. Besides, who can judge a book by its cover?”

((Aaaaaannk!)) All systems stop! And, as I so, repeatedly, heard during my night missions while in the U. S. Army, “Halt! Who goes there? Advance to be recognized!”

The first paragraph in this article marks the beginning of a recent review regarding the CD of Blues artist, E. G. Kight. But, I have utilized it as a springboard to address the issue of “image,” and why it is one of the most important elements of marketing, if not *THE* most important element.

And, as such, ask yourself this question...

“Why should any prospective buyer of any product need to be informed, or worse, need to *inquire* as to what type of product it is that they are considering purchasing?

Then, closer to home, so to speak, as a musician, music performer and/or recording artist, ask yourself why a potential music fan or buyer of *YOUR* music should be required to ask what type of music *YOUR* CD is?

To answer the above question, “Who can judge a book by its cover,” (though I am also a Fiction writer and have a novel to my credit - http://www.amazon.com/exec/obidos/ASIN/0966306406/qid=996731179/sr=1-2/ref=sc_b_2/103-4263819-1371844) I am not sure that readers actually judge books by covers. I believe that readers, alternatively, tend to judge a book by the pages of content within a book.

Judgment of a book’s cover is fairly much held in reserve specifically by people *inside* the book industry, i.e., book review editors, book distributors, book wholesalers, book store retailers, librarians, etc.

I *do* know, however, that music buyers who have not yet had their psyche pre-empted by songs on radio, and are casually shopping for new music, for the most part, judge CD covers initially by the visual presentation that the artist makes on the cover, in relation to the type of music likely to be on the CD inside.

Actually books, music, and most other products are, indeed, “judged by their covers” most of the time. And, speaking of “judgment,” this goes double for “people-judging.”

Veering off track for a moment here, if you don’t believe so, on how many occasions have you looked at an individual only briefly, and knowing nothing about them, instantly formed an opinion about that person based on his or her appearance, particularly, the length of their hair, the clothes they wore, how they spoke, the type of vehicle they drove, the neighborhood they lived in, and so on, and so on...?

If everyone will be honest with himself or herself, we will all admit that we have all done this on, at least, one occasion (I readily recall during the 1960’s and 1970’s when most young people who, either sported mile-high Afros, or hip-length hairdos, were surely destined for Hell, according to some Bible-thumping older adults).

But, concurrently, how shocked were you during some occasions after having prejudged someone, to discover or realize that the appearance of that individual had absolutely nothing to do with your presuppositions? Remember that weird sensation you got upon discovering how wrongful and ill-gotten your perception was?

Even further, how about that special person you may wish to date, or may have wanted to date for some time now? How did you first decide that you would like to become involved with this particular individual? Was your decision based on physical and visual attractions, such as his/her walk, the color of his/her eyes, or any other element of “dreaminess?” Or, did you throw caution to the wind and forego all of your native urges, saying to thineself...

“You know...I could really go for this particular individual because I am so very much attracted to his/her brain and intellect.”

Notwithstanding, we can attribute all of these judgment calls to our perception being based on physical and/or visual “imagery,” with our expectations being based on past experience.

And, so it is with music...

In music stores, while casually shopping, the general process is that potential customers first [see] a CD that catches their eyes before they [hear] a CD that catches their ears. If it, visually, appears to be something they might be interested in, they then approach the counter person and request to hear what the music sounds like.

Now, how do you think that individual feels when, upon hearing this music, realizes their perceptions are wrong? You’re right...they probably feel misled. And, where did this misleading originate? Well, it originated at the point where you, erroneously, paid very little, if any, attention to your product’s [visual] appeal.

I recall an example of gross mis-marketing occurring several years ago when an independent producer, who decided to self-release his first artist (a 3-man RnB vocal group), mis-marketed the group by having the group dress for the CD cover shoot in attire that visually misrepresented the group as a Rap act.

This could not have been farther from the truth, for the act had great singers. However, one member was even dressed in a tank top, and all members wore combat boots, with yet another member having his boots untied!

In fact, if this CD cover could speak, the first words from its mouth might be...

“Drop down and give me 50, soldier! Do it now, before you’re older!”

Since people, who are connoisseurs of music, generally, tend to assume that the type of music an artist performs is represented by the way the artist appears on the cover of the CD, based on this particular group’s CD cover, most prospective buyers viewed this group as a Rap act, based on historical imagery. This was without ever hearing the music. Needless to say, the project failed miserably.

Another instance, is that this same type of thing almost occurred within our own record label, MoJamz Records http://www.mojamzrecords.com, prior to releasing our own debut artist, Brizite.” Now, my business partner, Clyde Toval, is a stellar producer, and I have even dubbed him the “Neo-Millennium Quincy Jones,” of which you will shortly [hear] why.

However, in terms of imagery, it is safe to assume that this is not Clyde’s primary forte’, and I also believe he will be the first to admit that. With his production talent, he really doesn’t need to be. And, if he doesn’t agree with me, I’ll soon possibly knock on your door looking scruffy,

unshaven and requesting a handout of food and, possibly, a few dollar bills, or some change, if you can spare such.

In any event, concerning the imagery and marketing of our new artist with the CD titled, Hard Hats and Steel Toes,” for some odd reason, the idea was circulated throughout

the company that the cover was to be just the usual typical shot of a rapper with the proverbial backward-turned cap, baggy clothes, Colt .45 in hand with an itchy trigger finger at the end of an outstretched arm turned sideways, topped off by a stressed facial expression, etc. You get the Urban cliche’, don’t ya?

Well, I ran through the company hall screaming, “Halt! Who goes there? Just a damn minute, here! Can I advance to be recognized? Can we discuss this first? I thought our intent was to be different!”

I then asked the reviewing committee (yeah, we’ve got one of them thangs) to first stop, then take a look at the title of the CD...Hard Hats and Steel Toes. Hmm...

I then inquired of the committee if the CD title didn’t remotely conjure up an immediate image in their minds of, perhaps, a construction worker who is wearing a [hard hat] and [steel toe shoes]. They instantly responded like

that guy on the car commercial who goes...

“Yeeesss, it doeesss, doesn’t it?” wearing the same types of wry smiles the guy in the commercial wears.

I even advised the committee that, by having the artist dress in this manner, might possibly even attract a completely new market...construction workers! And, a market that had no other reason to get the CD than the fact that it related to, and made a connection with, the attire in which the artist was dressed.

And, making that connection from both visual and mental standpoints (imagine how surprised we all were when we later received a comment from a construction worker stating he had picked up the CD for this very reason).

I pushed my luck even farther by attempting to convince the committee to allow the photo shoot to be done on a construction site, to have “Brizite” photographed with a jackhammer, and for me to put him through one of my grueling military workouts that would have added on 30 pounds of solid muscle in only 2 weeks.

For some odd reason, however, I was out-voted on the allowance of the workout...something mumbled about cardiac arrest or stroke, but I’m not exactly sure what that was about. Oh, well...can’t win ‘em all...

But, the review committee did agree that the hard hat and steel toes were excellent ideas to, not only present our image in its most obvious state, but to also brand the CD title. And now, we’re enhancing this concept by also having the artist appear in this same type of gear during performances. Perpetual brand marketing at its finest hour.

Pending a forthcoming psychological evaluation, the jury is still out, however, on whether “Brizite” should also be allowed to sport a jackhammer during performances, since we must consider the safety of fans first, not to mention the possibilities of lawsuits due to unfortunate accidents that might occur with the jackhammer should the artist have a “bad night.”

Seriously, my advice to all prospective recording artists with upcoming releases is, once you have completed the mastering phase of your recording process, take a week or so to strongly consider the title of your CD before rushing to do anything else. Use this time to come up with a really good concept...a combination of your title and matching background imagery.

Then, attempt to present that final result visually so that a connection can immediately be made with your music by virtually anyone, whether that person is a music buyer, music editor, radio music director or programmer, distributor or club booker.

When I was working as an independent record promoter and press publicist, I would receive CDs for representation in one form or the other, with many of the covers depicting an artist who usually simply posed for a photographer with a guitar in hand.

At one point, there were so many guitar covers, that I wondered if this was either some new fad, or the silent boycott of all other instruments. On one cover, an artist was even kissing the neck of his guitar! (don’t ask...I

didn’t).

Must I say it? Certainly, I must...(((((BORING)))))

So, unless you want to be perceived as visually boring and unappealing, purposely, before manufacturing your cover, again, reexamine the complete concept of your recording, starting with your title. Then, attempt to present your title “visually.” For example...

1: If your CD title is, “Rainbows and Waterfalls,” then, by gosh, stick a picture of a rainbow suspended over a waterfall on as the cover.

2: If your CD title is “Deliverance,” how about a mail truck and a mailbox in the photograph? Corny? Yeah, I thought so too, well...let’s try this one instead...

3. How about a postman leaving the scene in the background of the shot, while the artist in the foreground is, obviously, emotionally distraught after having read a letter that he is blankly staring at? Still corny, but a little better and more acceptable?

Yeah, I even felt a teardrop form in my left eye after coming up with this one. With a good night’s rest, I can probably come up with some award winners.

But, you get the picture (no pun intended), right? Then, after you have successfully arrived at a great matching visual result, duplicate this effort with each subsequent release.

Afterthought: In contrast to this article’s content, I must admit to harboring a fetish for forming an all-girl band whose members dress in Stetson cowboy hats, cowboy boots, and sporting, at least, one six-shooter each, preferably, two. Oh, yeah...this all-female band will also perform a Contemporary Jazz repertoire (geez, I forgot their clothes...aw, shucks).

What can I say? Blame it on having watched far too many halftime shows of the Dallas Cowboy Cheerleaders, combined with my being a tall Tequila-drinking Texan who has, obviously, spent far too much time basking (or, is that baking?) in the Texas sun without a hat. Okay, just kidding...I’m not that tall.Editor’s Note: Kenny Love (http://www.kennylove.net)...a not-so-tall Tequila-drinking Texan who has, obviously, spent far too much time brain-baking in the Texas sun without a hat, is also an internationally syndicated Writer/Author, as well as the Director of Marketing for Houston-based MoJamz Records (http://www.mojamzrecords.com).