By Les Ong on January 25, 2026
In the heart of Knoxville, Tennessee, Kathryn Holeton is changing the way musicians think about branding. As a Brand Strategist and Graphic Designer, she has carved out a unique niche in the music industry by doing something no one else is doing: turning traditional brand strategy into an adventure game.
“Role-playing, but for the music industry. Come build your character today,” Kathryn explains with enthusiasm. It’s not just a catchy tagline. It’s the philosophy that drives her entire approach to helping musicians discover and communicate their authentic identity.
While most brand strategists rely on traditional brand archetypes, Kathryn took inspiration from an unexpected source: role-playing games and video games. Her branding system is loosely inspired by the 13 types of characters you can play in games like Dungeons & Dragons. Are you a bard, naturally charismatic and performance-driven? A druid, connected to nature and organic sounds? Or perhaps a barbarian, raw and powerful in your musical expression?
“Instead of following traditional brand archetypes, I decided to base my strategy from the character types you can play in a role-playing game or video game. It makes the process more fun, not just for my client, but for me as well. With this process, I help my client transform their brand into something more, and they get to have some fun at the same time,” Kathryn shares.
This innovative approach resonates particularly well with her target audience: musicians aged 27 to 50 who are either preparing for their first festival performance or looking to rebrand before embarking on a bigger tour. These are artists who already have some music under their belt and are ready to take their careers to the next level.
The music industry is filled with advice about branding, but Kathryn noticed a critical gap. “There’s constant talk about branding and creating a brand for yourself, but no one is really providing clear guidelines on how to do that,” she explains. “And if they are giving guidelines, they are so technical that someone who isn’t well versed in the terminology will be like a deer in headlights.”
Kathryn focuses on two core problems: identity and messaging. She helps her musician clients identify who they are in their music career and how to use that identity to connect with their audience. By making the branding process fun and accessible, she removes the intimidation factor that stops many artists from developing a strong brand presence.
Kathryn’s journey into music industry branding came from a deeply personal place. “I myself am a very creative person. I was actually trying to make it as a musician myself,” she reveals. However, she discovered she had incurable stage fright that prevented her from performing in front of large groups.
Rather than abandoning her passion for music, Kathryn found another way to contribute to the industry she loved. “Even though I couldn’t actually perform in front of a large group of people, I still wanted to be part of the music industry. I found the entire industry just fascinating by how it works and all of its intricacies.”
Her educational background prepared her well for this career pivot. She holds an associate’s degree in arts and a bachelor’s degree in professional and technical communications. She’s also earned certifications in digital marketing and YouTube profile building. Additionally, she served as an executive contributor for Brainz Magazine for about a year, an accomplishment she’s particularly proud of.
One band played a pivotal role in Kathryn’s journey: Shinedown. Their album “Attention Attention” captivated her not just for its commercial success but for its narrative depth. “That album had a lot of hit songs on it,” she notes. The band became the first to break Van Halen’s record for having the most hits on the charts, a distinction they now share with Three Days Grace.
But it was the album’s storytelling that truly inspired her. The narrative of the album is about a person walking into a room and facing their inner demons. “That album was pivotal because the lyrics really inspired me to get back into writing and thus start my journey down getting into the music industry.”
Kathryn also found inspiration in Chris Wright, a significant figure in the Knoxville music scene. Wright was a metal singer who overcame tremendous adversity after suffering a stroke about 16 years ago. Despite being told he would never walk again, Wright defied doctors’ expectations, returned to college, and got back into the music industry. He now performs in a Green Day cover band and releases his own music.
“If he hadn’t had his stroke, he would probably be pretty famous right now,” Kathryn says of Wright. “He’s got the chops and he has all the industry knowledge.” His resilience and determination serve as a constant reminder of what’s possible in the music industry. Kathryn captured more of Chris’s inspiring story in an interview she conducted with him, which provides deeper insights into his journey and recovery.
Kathryn operates in a relatively unique space. “I have no competition, really, at least in Knoxville,” she notes. While Nashville has a few others doing similar work, Kathryn’s refusal to follow traditional branding rules and her experimental approach to branding archetypes make her stand out.
Her pricing structure also reflects her commitment to accessibility. Kathryn offers competitive rates that are more affordable than many mainstream branding agencies. Her comprehensive packages include competitor analysis, graphics (logos, website design), social media strategy, typography and color selection, and rewritten bios and messaging.
“I try to make the branding process as fun as possible for my clients,” she emphasizes. This commitment to both value and enjoyment is central to her business philosophy.
Kathryn’s creativity extends far beyond her professional work. She’s what she calls a “multi-faceted creative,” with numerous hobbies that fuel her artistic spirit. She creates hand-beaded and wire-wrapped jewelry, writes poetry (with one published book and another in progress), practices photography, and produces traditional hand-drawn art, which she sells through her Instagram account @BlackKittyCatArtist. She also crafts macrame wall hangings and bracelets.
This diverse creative practice informs her approach to branding. Understanding multiple art forms gives Kathryn unique insights into how musicians can express themselves visually and connect with their audiences across different platforms.
She shares her life with Onyx, a puppy who will turn one in February. After losing two beloved dogs within months of each other two years ago, including one who had been part of her life for 20 years, Onyx represents a new chapter filled with energy and companionship.
Despite the allure of larger music cities like Nashville, Kathryn has chosen to build her business in Knoxville. “I like the community and how much it’s focused on arts,” she explains. “Knoxville is a medium-sized city compared to Nashville.”
As a self-described hardcore introvert, Kathryn appreciates that Knoxville offers a thriving arts scene without the overwhelming crowds of larger cities. “I get easily overwhelmed in large crowds. In Knoxville, I don’t run into that problem as much.”
Kathryn takes a multi-faceted approach to finding and connecting with clients. She’s active on LinkedIn, Threads, Facebook, Instagram, YouTube, and TikTok. She also attends concerts and networking events throughout Knoxville. Her online presence is consistent and easy to find: most of her social media handles are simply her name, Kathryn Holeton, making it simple for potential clients to locate and follow her work.
While she operates primarily as a digital business, Kathryn is happy to meet with local clients in person when they’re comfortable with that arrangement. This flexibility allows her to serve both Knoxville musicians and artists from across the country.
Kathryn has ambitious plans for her business. Within five years, she hopes to scale into a small agency with a few other designers and a salesperson. “I would like to have scaled into an agency by then, just working with a lot of people in the entertainment industry, and a few other industries,” she shares.
This vision reflects her commitment to growth while maintaining the personalized, creative approach that makes her work unique. By expanding her team, she’ll be able to serve more musicians while continuing to innovate in the branding space.
Whether you’re a musician preparing for your first festival, an artist looking to rebrand before a major tour, or a creative professional seeking to define your identity in a crowded market, Kathryn Holeton offers a fresh perspective on what branding can be. By transforming the process into something creative, accessible, and even fun, she’s helping musicians discover who they truly are and communicate that identity to the world.
After all, every great story needs a compelling character. Why shouldn’t your music career be any different?
Ready to build your character and level up your music brand?
Visit Kathryn at: www.kathrynholeton.com
Connect on social media:
For traditional art: @BlackKittyCatArtist on Instagram
Start your branding adventure today and discover the character within your music by going to her website and scheduling a free call.
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