Turning record label founders into festival headliners isn't a typical career path in electronic music. But MANICS, the Los Angeles duo behind Popgang Records, have never done things by the book. Jordan Deherrera and Chris Sanders had already mastered the business side of music through their label. Now they were ready to step into the spotlight with their intoxicating blend of indie dance, dark disco, and melodic techno. The only question was: how do you get an industry that knows you as executives to see you as artists?
There's a unique challenge in transitioning from being known as label founders to being recognized as artists in your own right." - MANICS
Success in one area of the music industry doesn't automatically translate to another. Despite their experience running Popgang Records, MANICS found themselves navigating the familiar challenges of artist branding and positioning. Their sound, a sophisticated fusion of electronic genres, needed visual representation that would resonate with both underground music devotees and festival audiences.
"We knew the industry inside out from the label perspective. But positioning ourselves as artists required a completely different strategy."
Our approach focused on creating a visual identity that matched the sophistication of their sound while highlighting their unique position in the electronic music scene. Through carefully crafted photo and video content, we developed a brand aesthetic that bridged their background as industry insiders with their evolution as performing artists.
The impact of this strategic positioning became evident when MANICS secured their spot at CRSSD Festival in San Diego. Their live performances, blending original productions with dynamic DJ sets, found the perfect showcase on a major festival stage. This wasn't just another booking – it was confirmation that their artistic identity had broken through.
"Playing CRSSD validated everything we'd been working toward. It proved we could successfully wear both hats – label founders and performing artists."
With nearly 7,000 engaged Instagram followers, MANICS has cultivated a community that appreciates both their curatorial expertise and artistic vision. Our next phase focuses on deepening these connections through a custom app that will create an exclusive space for fans to experience MANICS' dual identity as artists and industry innovators.
The future holds exciting possibilities for MANICS. With their festival presence growing and new music on the horizon, they're proving that industry knowledge combined with strategic artistic positioning creates a powerful formula for success in electronic music.
"City of Angles understood that we needed a visual identity that could represent both sides of our musical journey – the business and the artistry." - MANICS
Ready to transform your position in the music industry? Whether you're an established industry professional branching into performance or an emerging artist seeking strategic positioning, our Artist Boost Pro program can help create your breakthrough moment.
Book your free strategy session today and discover how to position yourself for success in today's complex music landscape.
*Results shown are specific to MANICS and their unique situation. Individual results may vary based on multiple factors including experience, market conditions, and commitment to the program.