Check Out How NYC Music Artist Fyütch Leveled Up His Image with a Branding Photoshoot
Fyütch and his daughter Aura. Photo by Sam Popp, 2021
Happy Father’s Day!
In honor of Father’s Day this week, I wanted to take this opportunity to spotlight one of my awesome clients and frequent collaborator (and father, of course!) - FYÜTCH! We’ve worked together on a number of branding photoshoots to help him shape his image and spread his passion for music and education to audiences across the country.
Who is Fyütch?
Fyütch is a Grammy-nominated music and social justice artist, educator, and content creator. He’s been in the music industry in multiple capacities for well over a decade, but in recent years, he’s taken a more focused approach: creating music for young people that “educates and empowers,” and featuring his daughter Aura in many of his videos and songs. His YouTube channel boasts over a million views, with some of his top hits including “Black History Song for Kids”, “Pick It Up”, and “Black Women in History.”
Today, he frequently performs at live events and workshops that “promote racial equity and liberation” in New York City and across the county. He’s been featured in multiple major news outlets, including The Today Show, NPR, CBS News, and The New York Times, and has even charted #1 on Sirius XM Kids Place Live.
His Need for High Quality Photos
When Fyütch embarked on a mission to build a name for himself in the children’s music world, he knew he needed to present a more cohesive and elevated image across all of his promotions.
That’s where my work as a branding photographer comes in! In support of building his brand, we’ve worked together to create images that have helped him build a consistent and professional package that could be adapted and used on all platforms, from press to social media to printed materials.
But don’t take my word for it!
Fyütch describes the reaction from his following after sharing photos from our first branding shoot in 2021:
“There was a general acknowledgement that I reached a new level! These high resolution photos with coordinated outfits felt more professional and intentional than my last shoots [with other photographers].”
How has he leveraged the photos from our branding shoots to propel his career from a relatively unknown artist to a Grammy-nominated, working musician in New York and beyond?
Let’s take a look!
MARKETING WITH IMPACT AND CONSISTENCY
Family Tree album cover. Photo by Sam Popp, 2021.
“These photos help tell the story of my brand, personality, and intention. I'm seeing a shift in how people view me and how quickly they recognize me in public.”
With the release of his debut children’s album Family Tree, Fyütch was ready to show the world a new and improved version of who he was as an artist by bringing in elements of his identity and culture. By using high-quality images from our branding photoshoots in the social media and email marketing campaigns for his album, his fans started to connect more with his story and the kind of music they would start to expect from him.
“Most of my fans recognize me for my signature style: my hats and vests. The top hat style is a nod to my time traveler, retro-futuristic, almost steampunk-ish days of Fyütch, even before I was making kids' music. The vests with African-inspired patterns allude to my focus on Black history and heritage.
It's great branding and recognition to have multiple photo sets with that look. The photos help spread that imagery to tell the story.”
Fyütch has also used photos from these shoots to create printed materials, including banners and flyers, that carry the same aesthetic as his online platforms. This helps strengthen his visual identity and communicates a certain professionalism and attention to detail. He said it himself: “I’m being taken more seriously.”
NAVIGATING PRESS FEATURES WITH CONFIDENCE
“Having press assets ready to go is crucial. When reporters want [photos], they want them fast and high resolution.” -Fyütch
An artist with aspirations as big as Fyütch doesn’t rely solely on social media or word of mouth to get his music out there. Fyütch incorporates a heavy amount of PR pitching into his marketing strategy, which has paid off with features across national and local publications.
When a reporter calls, he never has to worry about using an old photo or one that doesn’t fit with his current image. He’s leveraged photos from our branding photoshoots to navigate press hits with confidence and look great in the media, including in a feature with The New York Times (pictured above.)
(And if you’re someone that’s using cell phone selfies in press features or other important marketing assets, you should get in touch ASAP!)
MAKING ANNOUNCEMENTS WITH A SPLASH:
Fyütch is constantly sharing career-related and live event announcements with his following. When you have something as important to announce as, say, being accepted into the Recording Academy or performing at a major music festival, an outdated, poorly lit photo isn’t going to cut it.
Social media announcement graphics are just another way that he’s used his branded portraits to build brand recognition. While these graphics are created by all different designers and organizations, they still look consistent and professional as Fyütch is able to provide high res assets in his press kit.
Photos Fueling Growth
It’s a privilege to get to work with amazing performers like Fyütch. Nothing brings me more joy than watching my clients get great mileage out of our photos in their marketing plans! It’s been an honor to watch him grow and to have played a role in his success by supporting him with high quality brand photography along the way.
Fyütch and his daughter, Aura. Photo by Sam Popp 2021.
Are you an artist, performer, or public figure and have made a switch in branding… or simply have been meaning to update your platforms with images that better represent who you are?
Let’s partner to create an elevated and cohesive identity with your brand’s photography. Get in touch about booking a branding shoot today!
This blog post was co-created by Sam Popp and Aubin Niragira.