Although best known for his remarkable musical abilities and euro-jazz sound, Marcus Johnson is a Renaissance Man who has masterfully blended extraordinary talent as a pianist and producer with education and entrepreneurship to shape life on his own terms. Tonight Johnson looks to add another accolade to his repertoire as a contender for Best Urban Contemporary Instrumentalist in the Washington Area Music Association’s (WAMA) 27^th Annual WAMMIES™. The awards program recognizes significant career achievements by area musicians. This week, Johnson explained why branding is important for musicians and how he’s creating a legacy through various ventures.

I knew I wanted to make music professionally when I was about 14-years-old. As a teenager, I played in a jazz band at Montgomery Blair High School. My band director Ray Harry was very instrumental in my career. I played in a couple of small bands when I was in 9th and 10^th grade and by the time I was a senior, I was playing with one of the more popular go-go bands in the area, Arye Rayde. It was Maryland’s number one go-go band. Then, I attended the University of Miami and learned more about production, engineering and behind the scenes of music.

I don’t have a best…. There are only highlights. Knowing that I was going to combine the music and jazz was very pivotal in my career, having a daughter, and getting an NAACP nomination, getting my first keyboard, and holding the first cassette tape with me on it were all highlights. I’m playing tonight; I’m playing tomorrow night. Every night that I’m able to get on the keyboard I have fun. The more you get to know me and see me play; you know that I just love to play [no matter how big the venue or crowd.]

I’m really thankful that the DC area community and WAMA consider me to be one of the best. I think it’s very hard to get consideration in your local area. The fact that they even do the WAMMIES™ is such a unique and positive part of the music community here. DC can be very particular and unique in what they like. To get that support is absolutely phenomenal and amazing.

I think it has to do with a deliberate effort to do so. A lot of people don’t do that. It really is about doing it and saying that you’re not settling for being the best in DC, but being the best in the world, and doing the things you need to do like practicing and making your music for the people who are listening and not necessarily just for yourself. It’s about working hard. I play 150 concerts a year. That’s a lot. Even now that I have FLO Wines, we’re still doing that many shows.

I have a lifestyle that I like to live, and I thought wine would be a great thing to combine with the music, and that’s what we’ve been able to do. It’s exciting. It’s really about understanding what you have, that you have a brand and what you can do with your brand. My target market of women loves wine. When you understand your consumer, there is plenty that you can do.

The reason I got a law degree is that I learned early growing up in a family of professionals that life, in a way, is like a video game. In a video game you have many different weapons, and in life the more weapons you have the more likely you are to win. Having a law degree to understand different frameworks and understand when someone is blowing smoke or when you can take something to a different stratosphere is definitely helpful. My core is marketing and coming up with promotional ideas, looking at research techniques and putting the plan together.

The music industry has gotten so beyond music. It’s very business and lifestyle oriented. It’s absolutely necessary to know how to differentiate yourself and that goes for music and non-profit associations as well. You have to understand that there are formulas that you follow and if you follow them, you will be successful.

I think that people consider my stuff sophisticated because there are a lot of things going on within my music. It’s more complex than sophisticated. My mom raised me with the motto, “Do things with class and do them well.” When you look at the FLO logo, you see class. There is a definite consideration and goal that is something different than what’s out there. I don’t want to follow or be like everybody. It’s about coming up with unique concepts.

What’s next for you?
I’m opening a club by the end of 2013. We’re continuing to expand the wine nationally and coming up with some new varietals. I’ll continue to produce more music…We have a new warehouse in Silver Spring.

And just having fun. I’m getting to a point where I’m working hard, but I’m really enjoying it.

When you’re dedicated, you focus on your product, you care about your product and pricing, promotions and placements and you add to that perseverance. You have to make it happen any way that you can and every way that you can.

Natasha Brown is a writer and founding communications strategist of Think Brown INK, a creative think tank and strategic communications agency, focused on cause communications programs for artists, entertainers and entrepreneurs. Follow her on Twitter @NBrownINK or @TBINatasha or her company @ThinkBrownINK.