Off Stage Presence: Artists as Brands

Mar 13, 2024

2:30pm – 3:30pm CT

While musical talent and stage presence can get you places, the most successful artists understand the value of creating a brand that is bigger than themselves. Rihanna’s beauty brand, Fenty, made her a billionaire; rockstar Machine Gun Kelly has his own nail polish line; and artist Jaden Hossler has successfully rebranded from TikTok stardom to punk rock phenom to pop star. In this panel, we explore the process of channeling musical talent into creative branding through the perspectives of a top 40 music manager, the co-founder of Machine Gun Kelly’s UNDN LAQR, and Jaden Hossler, himself.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

photo of Steve Astephen
Steve Astephen

The Familie

photo of Candy Harris
Candy Harris


photo of Jaden Hossler
photo of Molly Neuman
Molly Neuman

Downtown Music Holdings

Primary Access
Music Badge
Platinum Badge
Interactive Badge
Secondary Access
Film & TV Badge