Turn Your Bandmates into Brandmates: 7 Rules for Rockin’ DIY Success

Make Every Member Count: How to Build a Brand That’s as Strong as Your Sound

Kevin McElroy
Editor, Tune Up Magazine

1. Teamwork and Creative Resourcefulness

So, you’re a DIY band—and that’s totally cool. Done right, it can be incredibly effective. Money’s tight, time is scarce, and you’ve got dreams bigger than your budget. I get it. But here’s the thing: just because you’re DIY doesn’t mean you have to look like you’re scraping the bottom of the barrel. Great bands don’t rely on one person doing all the work or pretending they can do everything themselves.

Teamwork is Key. Each band member has strengths, all equally important. Some of you are more creative, some more organized, and some just really good at lifting heavy amps. Use those strengths to your advantage. Spread the work around and assign tasks to the people best suited for them. Think about it—just splitting up duties on each of the social platforms would be a huge help, am I right? And, hey, if you’re serious about building something with other bands in your scene, think about trading services. Maybe the bassist in another band is a graphic designer; maybe you’re a wizard with video editing. Help each other out, build a network, and start creating a scene that supports itself.

In my work, we often say, “Good, fast, cheap: pick two.” You can get something good and fast, but it won’t be cheap; good and cheap, but it won’t be fast. You get the idea.

Quick Reality Check: I’ve been a graphic artist and marketing executive for 30 years, and it’s still hard as hell to do my own self-promo. I overthink it to death. But I’ve learned to work with people who help me cross the finish line. That’s what you need to do. Band together, pull in outside help when you need it, and for God’s sake, be willing to let go of a little control. A successful DIY scene is like a youth soccer league: there’s an organizer, coaches, schedules, standings, rosters, tournaments, and tasks assigned. It’s structured. So get structured, or get lost.

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2. Building a Scene: Are You All In, or Just Talking?

Here’s a question for you: Do you actually want to build a scene, or are you just talking? The internet’s full of people claiming they’re about “the scene,” but most of them are in it for the ego-stroking, the likes, and the IG followers. If that’s you, get real. There’s no room for egos here. Support isn’t only about showing up at each other’s gigs; it’s about really helping each other out. Run the merch table for another band, lend them gear, trade marketing duties, drum up testimonials, share your contacts. That’s how you show up for the scene.

Strength in Numbers (With a Single Focus). If you want to make something real, you need to focus on a mission. Help each other out. When you’re putting in effort, it shouldn’t be just for you. It’s for the band, for the fans, for the whole damn scene. Do the boring work, the stuff that’s not sexy. Because while you’re out there looking for likes on social media, something important isn’t getting done. Look at all the work and effort you’re putting in right now for very little return on investment in the form of likes. And you don’t even want likes; you want sales! Don’t get discouraged. If you want the scene to grow, put your energy into helping others, not just yourself. That’s how real movements start.

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3. No Duplicating Efforts: Play Your Position

Nothing drives me more nuckin’ futs than seeing duplicated efforts on a team. It’s a total waste of time and energy. You’ve got too many tasks that need to get done to have two people working on the same damn thing while something else is left hanging. Think of it like a baseball team: all nine players can’t pitch the ball, and they sure as hell can’t all be out in right field catching the same fly ball.

Over the past 12 years of running Philly Rock Radio, I tried teaming up with several other owner-operators of radio stations and similar setups—and got nowhere. The vibe was clear: everyone just wanted to be king of their own little shit pile, so to speak. Many were not interested in building something bigger. They wanted their own little thing that got their ego stroked. And while I had a better brand and wouldn’t have budged on that, there were a few I could’ve seen compromise happening with, had they been open.

Every player has a position, and they’re trusted to play that position well. You win the game when everyone knows their role, shows up to the ballpark, and handles their job. It’s the same for your band. If you’re trying to do everyone else’s job instead of playing your position, you’re not only slowing down the whole team, but you’re also showing a lack of trust in your bandmates. Trust them to handle their roles, and make sure they trust you to handle yours. That’s how you build a winning team and, more importantly, a scene that’s got staying power.

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4. Accepting Constructive Criticism (Without Getting Defensive)

Quick reminder: your band isn’t the second coming of Led Zeppelin just yet, so maybe—just maybe—you could use some honest feedback. When it comes to your logo, album art, or stage presence, don’t just post it on Instagram and expect meaningful responses from your friends who write “awesome” or “bad ass.” You need thoughtful, constructive criticism to grow, and sometimes that means hearing things you don’t want to.

Build a Feedback Loop. Constructive criticism isn’t about tearing you down; it’s about making you better. You should be able to handle someone saying, “Hey, maybe your logo looks like it came from WordArt circa 2003,” or “This stage setup looks a little high-school talent show.” Be tough, but be willing to listen. There are rules and principles in design and brand identity—yes, even for rock bands. The sooner you accept that, the sooner you can start creating something with staying power. So get ready to hold up your work to real scrutiny. This isn’t fridge art for grandma to hang up; this is your brand.

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5. Pooling Resources for Professional-Level Results

Look, I know you’re on a budget. But just because you’re strapped for cash doesn’t mean you have to settle for amateur hour. One option? Pool your resources. If you can’t afford professional services alone, team up with other bands, friends, or people in the scene. Pull your cash, your skills, and even your networks to get the job done right.

The Power of a Good Project Manager. When pooling resources, someone needs to be in charge. That’s non-negotiable. You need a leader, someone who can organize tasks, communicate well, and follow up to make sure stuff actually gets done. AGAIN, I say, duplication of efforts drives me up the wall. Don’t have two people working on the same thing when there’s a thousand things that need to be done. This is where a strong project manager shines. Like a coach running a youth sports league, this person keeps the team focused, organized, and on task. Without them, it’s chaos.

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6. Secondary Marketing: What It Is and Why It Matters

Don’t just throw a bunch of crap out there because you saw some other band do it. Every sticker, button, or T-shirt should serve a purpose, reinforcing your image and keeping fans engaged long after they’ve seen you on stage. Secondary marketing is the stuff that keeps your band in fans’ minds even when you’re not in front of them.

Ask Yourself: Would I Use This? Don’t make merch just for the sake of it. Would you actually use it? Is it something that represents your band well? If it’s not, skip it. Effective secondary marketing is about extending your brand in a smart way. So, before you drop cash on that new merch item, make sure it’s something that serves your brand, not just some throwaway gimmick.

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7. Keeping Art First in the DIY Hustle

Let’s be honest—this marketing work is fargin’ hard, and it eats up time that could be spent doing the one thing you should be doing most: making music. Writing, practicing, performing—that’s where your focus should be. I wish every band could hire a team to handle the branding and promo work, but we’re DIY here, so we make do.

I can point to a few good examples I’ve seen locally, but the most recent standout is Chris Herninko of The Circus Hearts. Instead of wasting hours looking for royalty-free images or scraping by with cheap design work, Chris learned to use his resources right. Take a look at the cover art, inner sleeve art, even their merch table on A Stitch or Two… DIY doesn’t mean “do it cheap”; it means “do it well with what you’ve got.” Tools like Fiverr are great if you know how to use them (and yes, that’s an article for another day), but even then, you have to know what quality looks like. And it sure as hell isn’t WordArt circa 2003.

The Circus Hearts: A Stitch or Two…

Another Reality Check: I’ve been trying to get Fiverr to replace me for years—with zero luck. Imagine how frustrating that is?

Bottom Line: Don’t Cheap Out. Your brand and image matter. They’re not extras. Don’t make excuses, don’t set up roadblocks, and don’t half-ass it because “you’re just a local band.” Be a problem-solver and a team player. You’re either in or you’re not.

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Kevin McElroy is an award-winning brand identity, design, and marketing professional with over 30 years of experience. His expertise spans helping artists, businesses, and DIY creators craft compelling, authentic brands. Learn more at mcelroycreativemedia.com.