Why brand partnerships are important to artists and record companies

Brand partnerships are increasingly important to artists and record companies, not merely as a source of revenue, but also as a way of positioning performers and introducing them to new audiences, says the IFPI in its Investing In Music report.

“The right placement with the right brands can really help an artist,” says Andria Vidler of EMI Music. “Artists such as Professor Green and Eliza Doolittle made money before their first albums were released, and their brand partnerships helped position them with fans. Now Pro Green is an iconic British urban act that is looking to go global, and brand partnerships were part of the mix to help him achieve that. The Puma deal is not accidental.”

“My relationship with Puma UK continues to grow and develop, but of late I’m seeing increasing interest from outside the UK,” says the artist. “From my side, it increases my international exposure and allows me to enter markets I may not have the opportunity to do so regularly.”

However, Vidler points out that he rejects as many deals as he accepts. “We wouldn’t sign a branding deal just for the money. If it’s not right for the artist’s career, it’s just not worth it.”

And in France, when Shy’m won Dance Avec Les Stars and a NRJ Music Award, a lot of brands became very interested. “We signed a deal with Yot, the watch company, and Shy’m became a brand ambassador and worked with them to create Shy’m branded watches,” says Antoine Gouiffes-Yan of Warner Music France. “She has been fully involved in the deal and engaged creatively. We weren’t interested in signing deals with brands that just wanted to use her image.”

Where music meets licensing, there’s money to be made. How much money? We have all read about the multi-million-dollar deals for icon bands like the Rolling Stones and Led Zeppelin, but what about the money for the rest of us? 

“I have synched quite a few thousand songs into productions over the years,” states Peter Jansson of Janssongs, “and have charged anywhere between $1.00 and $250,000 (U.S.) for each one.” 

There are a great many places to earn money from music. For example, there are more TV shows on more cable channels than ever before. There are all kinds of commercials for both TV and WEB. There are tons of electronic games and toys. There are corporate video productions galore. There are big movies, little movies, and direct-to-DVD movies. Never mind an almost endless amount of online opps to find places to get your jams  And they all are potential places to put your music, if the rights can be cleared. 

So this is just the beginning as you can tell there is a lot more going on here than just a few folks getting music placed. If you work hard at trying to get it out there. If you work hard at making good music, show people your willing to work with them there is almost no telling what may happen. One thing you have to do is try and keep working at it.

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