Content marketing

The musicians hitting the power chords on LinkedIn

LinkedIn is the world’s largest professional network – and being the world’s largest professional network involves having a rich mix of creative-minded people active on your platform. It means a range of different stories, ideas and inspiration in the LinkedIn feed. In my case, some of the most compelling of that content comes from musicians – including several rockers that I’ve happily spent time moshing away to, or photographing from the front row of a gig.

LinkedIn is home to a lot more musicians than people might think: jazz artists rub shoulders with classical instrumentalists, DJs, folk singers, session guitarists and music producers. Many of these are people on their way up musically. They use LinkedIn to showcase their work, link to the radio shows where they’ve appeared, and reach out to potential collaborators and commercial partners. However, our platform is also home to more established musicians who leverage LinkedIn for a range of different objectives: growing personal brands, launching new ventures, sharing the music they make and where they make it. Here are three giving a masterclass on engaging through content on our platform:

Brad Gillis
Guitarist for NIGHT RANGER, OZZY OSBOURNE

Brad has to be one of the most proactive and engaging musicians on LinkedIn – because he’s one of the most proactive and engaging people on LinkedIn full stop. Follow or connect to him and you’ll be rewarded with a daily slice of rock n roll inspiration in your feed – from comments on posts about creativity, business and life, to appreciation of finely crafted guitars, to updates from Night Ranger on the road and crowds enjoying hits like ‘Sister Christian’.

Of all the updates that Brad shares, my favourites are his rare pieces of nostalgia from the 70s and early 80s, when he was getting his break as guitarist for Ozzy Osbourne. Brad shares never-before-seen pictures with glimpses of life on and behind stage that really light up my day. This is a guy with real energy, passion and love for life that it’s great to have as part of your content diet.

Bruce Dickinson
Corporate Speaker, Lead Singer of Iron Maiden and Chairman of Cardiff Aviation

There are so many different aspects to Bruce Dickinson that he probably needs a series of Showcase Pages on LinkedIn to do them full justice. Besides being a true legend of heavy metal, with a voice no other performer can match, he’s also a daring and decisive entrepreneur with a passion for both flying and beer, and hugely engaging views on creativity and business strategy. You get a flavour of all of this in the LinkedIn feed once you’re following him: unconventional, unexpected, thought-provoking and inspirational.

Bruce posts about the passion and craftsmanship behind his Trooper beer brand, about his experiences flying WWII bombers, about the links between song-writing and business strategy and about how musicians need to embed technology into their thinking and embrace new sources of revenue. He’s got strong, informed and progressive-minded opinions on everything from the future of the oil and gas industry to new drone technology that can help provide aid in remote areas. He talks freely about the challenges and the breakthroughs involved in launching his aircraft business. And as you’d expect from someone with his life on the road, there are some fascinating stories. My favourite is the tale of how Iron Maiden smuggled themselves into besieged Sarajevo for a concert: now the subject of the Scream for me Sarajevo documentary.

Gwen Stefani
Singer/Songwriter, Coach on "The Voice," Fashion Designer, Entrepreneur

Gwen Stefani’s LinkedIn profile is as stylish and as smart as she is. She excels in using LinkedIn to showcase her full range of creative endeavours. Through her page, you can listen to her latest albums, but also browse the output of her different fashion labels and art studios. She doesn’t post as often as the other musicians in my roundup – but when she does, she really makes it count. Her article on the link between truth and success in creative endeavours has well over 9,000 likes, comments and shares. Her video interview with LinkedIn’s Editor in Chief Dan Roth provides a great perspective on both music and the fashion business. 

Hitting the LinkedIn profile power chords for yourself

Each of these artists provides a great blueprint for growing your influence on LinkedIn. That blueprint holds true for any musician, any creative artist, and indeed any professional with a passion for what they do. You’ll find more ideas in our 17 steps to a better LinkedIn profile.