The Brand Is Strong
A hit single breaks a band, but it’s the brand that sustains a band. Not as in a sponsorship (though that doesn’t hurt), but rather an artist’s brand, their milieu, their “story.” Few bands have managed their brands more skillfully than Florida Georgia Line, the “bro-country
” duo out of Nashville. Savvy consumers of Nashville Pop radio, they noticed early that the lines separating music genres were fast blurring. Early on, the band leaped over those borders, found an ‘anti-genre-snob’ posture, and told a story, “they’re just two good ol’ boys, trading memories over some cold-as-hell brews.” This brand proved so alluring over the years that it’s overpowered the band’s music. “At this point, the music is marketing” for the FGL Empire, argues Noisey
. That empire includes Old Camp, a whiskey line, FGL House, a popular venue in Nashville, FGL Fest, and Tree Vibez, a publishing arm, all wildly successful.