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Saturday Side Hustle: The Brand

“What’s in a name?” asked Shakespeare. What? Indeed. Some of us were given cool names by our parents, like “Stone” Gossard (sorry, I do enjoy some Pearl Jam). Others, not so much. Consider names such as Farrokh Bulsara (Freddie Mercury), Abel Makkonen Tesfaye (The Weeknd), Belcalis Marlenis Almanzar (Cardi B) and Reginald Kenneth Dwight (Elton John). By the way, when I was looking these up for this article, I noted that the last one’s full moniker is Sir Elton Hercules John. Way to go for it, Sir!

In my last article, I led into this discussion about your brand. Brands are incredibly important in any industry, and music is no exception. Think about it. Who are your favorite artists, and why, in music? Of course, the product has to be there, but it has to be in a package that has some draw. It starts with a name. I guess Reginald wasn’t so keen on his, so we now have Sir Elton Hercules John! He also comes with flamboyant costumes and doesn’t give a flying F about what you think. Way to go again, Sir!

Put more succinctly, Sir Elton has cultivated a persona over the decades of his existence as a musician. It seems quite natural from my perspective, at least. Not everyone, however, has the gift of being able to pull that off without a concerted effort. Some of us who can’t help but to write music don’t like some of the façades that comes along with trying to package it and present it. It’s not natural to everyone to create an alter ego and perform behind it. I guess that’s called show business.

If you are good at songwriting, you need to decide on what kind of package you would like to put together for everyone. You also have to be honest with yourself about its attractiveness. You have to be your own worst critic. You also have to be careful, though. Don’t sell yourself short, though. That’s how we ended up with Milli Vanilli. Nobody wants a repeat of that.

I suppose what I’m trying to say in a roundabout way is that everybody has a way to package their craft, but you have to be honest about it. People can tell who the fakers are, and they don’t stand the test of time. Where you come from and what you look like are unknown to most of the world, so don’t get caught up in all of that. Your product is not just your music but also yourself. Think about how you would like to be perceived as an artist and follow that direction. By the way, this can change over time as well, and that’s a good thing! Don’t let your brand get stale. I think of artists like Madonna and U2 who have consistently reinvented themselves throughout their careers, and they are still relevant today even though we first heard them in the 1970s and 1980s. You have to take yourself just seriously enough.


For more information on this topic, please contact Scott Lloyd at


ABOUT SCOTT LLOYD | 301.575.0357

Scott Lloyd is a registered patent attorney who specializes in intellectual property counseling and commercialization work. He has served as a technology commercialization specialist and advisor to companies in a diverse array of markets, including biotechnology, pharmaceuticals, medical devices, food and beverage, specialty chemicals, technology, and engineering. In addition, Mr. Lloyd spent ten years as in-house general counsel to small and mid-sized companies, where he managed corporate matters and resolved commercial disputes in addition to intellectual property strategy, and now serves in the same capacity for entrepreneurial clients. He serves as counsel to small and mid-sized business owners seeking to implement growth strategies and succession plans.

While in house, Mr. Lloyd has also contributed to the successful formation of international affiliates of domestic businesses as well as a $400,000,000 business acquisition.




Offit Kurman, one of the fastest-growing, full-service law firms in the United States, serves dynamic businesses, individuals and families. With 17 offices and nearly 250 lawyers who counsel clients across more than 30 areas of practice, Offit Kurman helps maximize and protect business value and personal wealth by providing innovative and entrepreneurial counsel that focuses on clients’ business objectives, interests and goals. The firm is distinguished by the quality, breadth and global reach of its legal services and a unique operational structure that encourages a culture of collaboration. For more information, visit


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