Marketing, branding and digital
for musicians and for the people who spread the guitar.
An initiative by Daniele Ponzoni and Direzione Digitale, Bergamo, Italy.
Marketing, branding and digital
for musicians and for the people who spread the guitar.
An initiative by Daniele Ponzoni and Direzione Digitale, Bergamo, Italy.
What we do
People who take music seriously usually have nobody looking after how they get found, told and remembered. Guitar Arcadia does that part: positioning, identity, website, video, communication. The servers and the code are mine, but they are tools. The job is getting you found by the right people.
First of all we decide what you should be remembered for: one idea, clear, that the others cannot claim. I work with Al Ries's method: you pick a position and build everything else around it. A luthier is not "a luthier": he is the luthier of that one thing.
Name, logo, colours, tone of voice. An identity that holds up on stage, on the website, on the poster and on YouTube, without looking like a ready-made template.
Light, fast websites, hand-written without WordPress and without plugins, that Google and the AIs read well. They run on my own servers in Europe. Domain, certificates, mail and backups: I take care of them.
The management tool for musicians I wrote from scratch: concerts, discography, biography, press and materials in one simple panel. Giovanni Monoscalco's website runs on Leggio.
Filming concerts and lessons, editing, a channel set up properly: titles, descriptions, playlists, thumbnails. The guitar is seen before it is heard: video has to be done well.
Press releases, newsletters, posters, copy for the website and social media. I write what needs saying so that it is understood, and I get it to the people who should read it: audience, press, promoters.
I work with artists, luthiers, associations and festivals, not with big companies. We start from what is really needed, not from a package.
On board