Sponsorships and Brand Partnerships

Many artists see the brand partnerships and sponsorships I’ve been able to bring to the table for some of my artists, and think, “ok, I want that! I want a brand to fuel my campaign with their resources.” But what does that entail? And what needs to be in place in order for a brand to commit, and a successful campaign.

There are many aspects to brand sponsorships, and most but not all are positive. You have to think it through and then make a wise decision like everything else in your career. Will being associated with this brand be good for your career? Will you make a good spokesperson for this particular brand? Are there moral issues involved? For example, I once had an artist Jamba who was a devout Christian, but got offered a great branding opportunity with a liquor brand. It was a sweet opportunity with lots of money and perks, but one that went against his core beliefs. Do you sell out, or stick to your principles? Will this brand improve your image, or bring it down?

A natural and truthful fit is best. I once read a great article about how the association needs to be truthful – like Zac Brown and Dodge Ram Trucks. He drives a pickup anyway—that’s who he is! So the sponsorship lasts, because the association is beneficial to both parties. So think to yourself, do I wear these shoes or use this product on my own? Is this a brand I’d purchase whether they sponsored me or not? Am I what the brand is looking for? If the answer to all of these questions is yes, this is a good fit.

Social causes are also good opportunities for sponsorships and brand partnerships! But if you want them to last more than a one-time wham bam thank you mam, you have to be genuine! You have to believe in your cause, and be passionate enough to get others to join your cause in whatever way they can. If it’s truthful, and there’s a great story to tell, the sky’s the limit. I once put together a tour with 7 people for two weeks (which included 4 days at SXSW) for less than $1,500. But there was a great cause, an incredible story, a lot of out of the box thinking and hard work, along with fearless and relentless pitching on my part.

Moral issues and social causes aside, you have to ask yourself questions before you approach a brand. What do you have to offer the brand? Social Media numbers? A good start, but that’s not everything! Fans that are within the brand’s targeted demographic? It needs to make sense to a brand. Be professional! Have a sponsorship deck! What is a deck? A power point presentation with statistics, bullet point accomplishments and selling points for you as an artist. Sponsorships should not be taken lightly. The approach, the pitch and the presentation reflects on you as an artist. Do not just go after whatever you can get. Think it out, be realistic, and know your true “brand worth”. A brand will see a train-wreck coming at them from a mile away!

In the case of the Josh Charles / Casio sponsorship, (the largest cash sponsorship for an Independent, unsigned artist in 2010/2011) the artist matched the brand perfectly. Josh was clean cut, fairly conservative, had the required skillset (world-class piano player), great reviews in major publications (USA Today, Huffington Post, Keyboard Magazine) and TV performances (Good Morning America, Tavis Smiley, CNN), but wasn’t at a level of success that would put him out of reach for a growing brand. Since he was a highly skilled stride piano player, he could demonstrate that their product could play as well as a great piano, and hold up well on the road.

In addition to the immediate cash benefit, the Casio campaign included a photo shoot with an A-list photographer, and then featured Josh in their ad campaign, placing full page ads in magazines like Electronic Musician, Keyboard Magazine, and Music & Musicians. They offered Facebook ads, paid showcases, and other helpful tools for an emerging artist.

Another thing to keep in mind is that most brands aren’t interested in one-offs, unless it’s a high profile event that target their desired demographic. They’re interested in sponsoring a tour, a series of events, or an entire campaign. So be sure to have your touring, social media sites, etc. in order before approaching a potential sponsor.

Also consider that successful sponsorships usually lead to other sponsorship opportunities. A company that sees an artist being sponsored by another major brand is more likely to also want to sponsor that artist, provided the he/she fits their brand profile. When considering sponsorships with multiple brands, make sure the brands aren’t in competition with each other, but instead are complimentary.

And remember not all sponsorships begin at a high level. Sponsorships can grow, if the artist/brand relationship is working. So if a sponsor fits your desired profile but wants to start off offering you goods or services rather than cash, think it through! Taking away expenses that you normally incur as an artist can be extremely beneficial and can lead to other opportunities down the road! Don’t be so quick to turn them down! For example, styling! Styling can and should be of great concern to any artist. Getting styled by a great hair professional can save you tons of money and keep you looking like a million dollars. That in turn can lead to more opportunities with other brands, and/or enhance your public profile.