In the past musicians working with brands were condemned by critics as ‘selling out’, impaling themselves on the railings of big corporations and distracting attention from what really counts; the music.
However, with funding from traditional areas drying up, songwriters, composers and artists are turning to global brands for patronage as a way of helping them further their musical cause. It’s no longer a dirty word, but the sensible move to help music makers get a step up the ladder and spread the word. The likes of Red Bull, Coca-Cola and Corona are doing much to help new artists embarking on their careers and increasingly, it’s becoming a substantial and significant revenue stream.
At last week’s Amsterdam Dance Event (ADE), a panel of music business decision makers and marketers assembled to discuss the challenges and opportunities created by working with brands. As panellist Bobby Simms, from the Popshop marketing agency said, ‘brands are more than partners and sponsors. They can sustain an entire part of the industry which can no longer sustain itself on its own…’ check out the top tips from the session below…
Remember - it’s a collaboration
BS - All artists entering into a relationship with a brand need to realise this is a partnership and collaboration. You have to work for it.
Tom Veldhuis, founder of brand-activation specialist Apenkooi - You need to sit down with the brand at the beginning and work out their objective. It could be a part of bigger campaign or product launch. What do they want? What do you want?
Work out your own musical identity first
Ed Sharpiro, lawyer from Reed Smith - Young artists looking to work with a brand think about money without realising what they are about. They need to work out their own identity first. You need to establish yourself in the music world before looking to connect with a brand.
Artists need to decide how much of themselves to put into a collaboration
ES - The artist needs to know how much of themselves they are willing to invest in this relationship. They may not really want to do much for return. That’s where the break down in these relationships usually occurs.
Companies and artists are both brands
Aline Clavellina Gonzalez, marketing senior vice-president at Barcel - It helps for artists to realise that they and the company are both brands, but artists are brands in development. It helps both parties work out what the right point of revenue is for the relationship.
Successful campaigns need to be embedded in the music
Chris Stephenson, chief marketing officer of SFX Entertainment - So many brands put a flag in things and think they’re part of a culture. They’re not. Red Bull are living inside music to the point that we forget about the drink. Real brand integration has to come from within.
Working with brands you like will create genuine integration
Hugo Langras, founder and artist manager of Afrojack - A good integration will begin with an artist. If they like a certain style of jean or video game, then we aim to get them involved in that. If an artist really loves a brand, then you don’t even need a contract for them to continue working with them. There is no limit to what you can do.
Remember to work out who owns what
BS - copyright is the biggest problem with brands. Going back to the essentials, you need to understand what rights you have in such a deal. You need to be part of the conversation – if the publisher and label do the talking, their benefits are different to the artists. Make sure you’re there too.
Check out more news from this year’s ADE including a music publisher urging all songwriters to stay on top of their intellectual property and the launch of the Association for Electronic Music’s Get Played, Get Paid campaign.
However, with funding from traditional areas drying up, songwriters, composers and artists are turning to global brands for patronage as a way of helping them further their musical cause. It’s no longer a dirty word, but the sensible move to help music makers get a step up the ladder and spread the word. The likes of Red Bull, Coca-Cola and Corona are doing much to help new artists embarking on their careers and increasingly, it’s becoming a substantial and significant revenue stream.
At last week’s Amsterdam Dance Event (ADE), a panel of music business decision makers and marketers assembled to discuss the challenges and opportunities created by working with brands. As panellist Bobby Simms, from the Popshop marketing agency said, ‘brands are more than partners and sponsors. They can sustain an entire part of the industry which can no longer sustain itself on its own…’ check out the top tips from the session below…
Remember - it’s a collaboration
BS - All artists entering into a relationship with a brand need to realise this is a partnership and collaboration. You have to work for it.
Tom Veldhuis, founder of brand-activation specialist Apenkooi - You need to sit down with the brand at the beginning and work out their objective. It could be a part of bigger campaign or product launch. What do they want? What do you want?
Work out your own musical identity first
Ed Sharpiro, lawyer from Reed Smith - Young artists looking to work with a brand think about money without realising what they are about. They need to work out their own identity first. You need to establish yourself in the music world before looking to connect with a brand.
Artists need to decide how much of themselves to put into a collaboration
ES - The artist needs to know how much of themselves they are willing to invest in this relationship. They may not really want to do much for return. That’s where the break down in these relationships usually occurs.
Companies and artists are both brands
Aline Clavellina Gonzalez, marketing senior vice-president at Barcel - It helps for artists to realise that they and the company are both brands, but artists are brands in development. It helps both parties work out what the right point of revenue is for the relationship.
Hugo: 'If an artist really loves a brand, then you don’t even need a contract for them to continue working with them.'
Successful campaigns need to be embedded in the music
Chris Stephenson, chief marketing officer of SFX Entertainment - So many brands put a flag in things and think they’re part of a culture. They’re not. Red Bull are living inside music to the point that we forget about the drink. Real brand integration has to come from within.
Working with brands you like will create genuine integration
Hugo Langras, founder and artist manager of Afrojack - A good integration will begin with an artist. If they like a certain style of jean or video game, then we aim to get them involved in that. If an artist really loves a brand, then you don’t even need a contract for them to continue working with them. There is no limit to what you can do.
Remember to work out who owns what
BS - copyright is the biggest problem with brands. Going back to the essentials, you need to understand what rights you have in such a deal. You need to be part of the conversation – if the publisher and label do the talking, their benefits are different to the artists. Make sure you’re there too.
Check out more news from this year’s ADE including a music publisher urging all songwriters to stay on top of their intellectual property and the launch of the Association for Electronic Music’s Get Played, Get Paid campaign.
