by Michael Paoletta

Skye, former lead singer of British act Morcheeba, records for digital label Cordless Recordings. Last year, the singer's solo debut, "Mind How You Go," arrived to critical acclaim. In the months since, Skye's experience has proved an object lesson for indie artists aiming to build a marketable brand

One lesson of her success is that artists need to integrate seamlessly with brand partners. In Skye's case, her music is more suited to a TV drama than a rough-and-tumble videogame. So in January, the album's lead single, "Love Show," was heard on ABC's "Grey's Anatomy." As a result, the song went from selling zero downloads the week before the TV airing to selling 3,000 for the week ending Jan. 28. In the same week, "Mind How You Go" experienced a 190% increase in sales.

This is the type of activity that helps build an artist's foundation, Beggars Group North America CEO Lesley Bleakley says. "Because mainstream radio has never been there for us [indies], a connection like this can be crucial." As record sales continue to decline, artists, managers and label execs must find and use every channel at their disposal to get an artist's music heard. For indie acts looking to build their respective brands, we offer these additional guidelines to consider.

1. Nurture multiple impressions.
Rock band Point One--whose new album "Unlucky Stars" streeted May 22 via Wenzl Hopper/Adrenaline Music Group—has partnered with JVC Mobile for a multiplatform campaign. The group's CD cover has a starring role on Broadway where it is featured on JVC's eight-foot, 3-D billboard in New York's Times Square. As part of the deal, the billboard is accompanied by a print and online campaign. JVC Mobile GM of marketing Chad Vogelsong puts the online and print media buy at a couple of million dollars. The Times Square billboard has a higher value, he says, due to the millions of people who see it on a daily basis. The group's music is also featured on JVC's Web site. "Whether it's online, mobile or experiential components, multiplatform is key," says Ryan Schinman, founder of entertainment marketing company Platinum Rye Entertainment.

2. Let real life work in your favor.
Rock band Whitestarr is starring in its own VH1 reality show, "The Rock Life," which debuts Aug. 6. The act's second album, "Fillith Tillith," arrives Aug. 28 from Fontana-distributed MTV Music. "If the show blows up, then hopefully the band blows up, and we sell music and concert tickets," says Sanctuary Management's Blain Clausen, who oversees the band's career. But be careful, Schinman warns: "While reality TV offers great exposure, very rarely does the artist have final say or creative control."

3. Be professionally aggressive.
Find the right ad campaign, TV show or film and aggressively court the music supervisors or music producers, says Bleakley, whose company has done just that with "Someone to Drive You Home," the just-released debut album from Rough Trade act the Long Blondes. "Everyone wants the new thing," Bleakley adds. Which helps explain why the label sent the British band's CD to film and TV music supervisors and agency creatives, resulting in numerous requests to see the band live.

4. Know when to say "no."
Today, Skye's "Love Show" is featured in an ad campaign for Nivea. But everything in moderation, she says: "I don't think it's cool to put your songs to anything and everything." Skye recently declined a healthy offer from McDonald's. The reason? It wasn't appropriate for Skye and her brand.

5. Don't be greedy.
Sure, music has a value and needs to be treated as such. But as Vogelsong says, "Not every company has a $100 million marketing budget." So, he looks for bands that are hungry, and then puts together a package that is to everyone's benefit. "It's not about banging the corporate brand or ad agency with one deal," Shinman says, "but about building a good relationship that goes a long way."