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What Heavy Music Taught Me About Brand and Narrative. From Backroom Gigs to Arenas
Heavy music is in a great place right now and is finally taking its seat in mainstream charts and popular media. I’ve been a fan for years and have watched bands go from 3,000-capacity rooms with a tiny backdrop to 16,000+ arenas with full stage production. In 2024, Live Nation reported that metal acts accounted for 13% of arena and stadium shows in the US, despite rising ticket, travel and accommodation costs.
Author
Karl Fry
Read Time
5 mins
In 2024, Live Nation reported that metal acts accounted for 13% of arena and stadium shows in the US
Platforms like Spotify, TikTok and YouTube have removed traditional gatekeepers, allowing bands to adapt to changing consumer behaviour and reach people who might never have considered listening to heavy music. One viral song or clip has become the new gateway.
These shifts have created cultural moments within the genre. Spiritbox, Knocked Loose and Turnstile performing on Jimmy Kimmel’s prime-time slot to 1.8 million viewers is a great example. Of course, some viewers complained the performances were “frightening” or “unpleasant,” but the reach is expanding further than ever.
But what does any of this have to do with brand and narrative? Why should we, as creatives and marketers, pay attention?
Because bands today operate like small businesses. They have more control over their narrative, the channels they appear on and how they present themselves. Everything a traditional label once handled can now be done independently with a laptop, research and the right tools. Yes, this has created saturation, but those with a clear vision beyond the music are breaking through.
As a long-time listener and consumer of interviews and podcasts, here are the lessons I think heavy music can teach us about building brand and narrative.
Look Outside Your Space
As creatives, we’re constantly told to draw inspiration from everywhere, not just our own industry. Heavy music is no different.
Back in the 2000s, metalcore reigned supreme and most bands began to sound the same. Stepping outside the formula was almost sacrilegious. This changed in 2013. Bring Me the Horizon released Sempiternal, weaving in electronic elements, atmospheric textures and melodic hooks. It was genre-bending and refreshing. It signalled the beginning of a more experimental, open-minded era.
Fast forward to today and artists like Bring Me the Horizon, Sleep Token and Bad Omens continue to pull inspiration from outside the genre, including film, art, TV and gaming. This not only shapes their music but also their live shows, bringing cinematic visuals and narratives to the stage. Bring Me the Horizon’s Rock am Ring performance shows this perfectly.
Steal like an artist. Take inspiration from anywhere and everywhere. Then ask yourself: What can I borrow from other industries to elevate my brand, my marketing and the experience I deliver?
Visual Hooks and Disruption
In a saturated market, how do you stand out? You disrupt the status quo.
Sleep Token have built one of the most distinctive visual identities in modern heavy music. With intentionally anonymous, masked members and meticulously curated visuals across every platform, they’ve created a complete world full of lore, symbolism and narrative threads for fans to decode.
This immediately sparked intrigue and speculation. Every new release becomes a new piece of the story. Each album cycle pushes their stage production, artwork and communication style forward, even down to how they tease new music or tours. They are continually one step ahead of everyone else.
Identity and intention matter. Strong visual hooks, consistent narrative cues and thoughtful curation can disrupt stale industries and command attention. Disruption doesn’t always mean shock value. Innovation in how you deliver a service can be just as powerful.
Values Attract Your Audience
“You attract your tribe” is something we hear constantly, and it’s true in music and branding.
While She Sleeps are, in my eyes, the ultimate DIY band. Everything they release, from albums and artwork to videography, stage production and merch, is made by them. If they don’t have the skills, they learn them. It’s a designer’s mindset applied to an entire music career.
After a stint on a label, they realised they wanted more autonomy. They looked outside the music industry for inspiration and found Patreon. Through this, Sleep Society was created, a model that allows fans to directly support the band with no middle management, no label and no compromise.
It worked because fans aligned with their values and wanted to be part of the process. Members receive behind-the-scenes content, exclusives and involvement in recording. They become the sixth member.
When brands clearly communicate what they stand for, they naturally attract people who share those beliefs. A community built around a shared vision isn’t just loyal, it’s powerful.
Share, Give and Teach
Sharing generously demonstrates expertise, confidence and value.
TikTok, YouTube and other platforms have opened the door for musicians to share insights, techniques and behind-the-scenes knowledge. Guitarists break down their rigs, songwriters discuss their creative process, and bands appear on podcasts to share stories from the road. This transparency deepens fans’ appreciation for the craft.
This kind of content is gold for anyone aspiring to be in the industry. It fuels the DIY mentality and strengthens the bond between artists and audiences, inspiring the next generation and creating die-hard fans.
The more valuable insight you share, the more credible and authoritative you become. Answer the questions your audience is already asking, share your real experiences and show up consistently where they spend their time.
Today, the genre is rewriting its own narrative by owning its identity, speaking directly to its audience and refusing to stay within traditional rules.
That’s the real lesson for brands. The ones who win are those who stay creative, stay disruptive and stay loyal to a clear vision.
If heavy music can break into the mainstream by doubling down on who it truly is, then our brands can do the same by shaping stories that resonate, communities that believe and experiences that stand apart from the noise.
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