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The music industry has changed extensively in the last 30 years. Branding and marketing deals between music artists and brands were once distasteful. However, it is an industry standard and a significant revenue stream for many artists. Jeff Rabhan, Music Industry Essentials contributor and veteran, breaks down the evolution of branding and music.
Watch the full video to learn about:
- Starting a conversation with brands
- The power of your fan base
- Expressing your passion for your music through marketing
The Progression of Deals Between Artists and Brands
Twenty or twenty-five years ago, licensing music to brands was frowned upon in the music industry. It was viewed as uncool and selling out. That has changed tremendously in the years since. Now, we find ourselves in a situation where many artists shout out brand names in their songs.
They do this not only because those are products they like or use, but it could also be aspirational if the artist is speaking of a certain kind of car or a certain kind of beverage. It could also be a brand that they use, love, and wholly endorse as part of their aesthetic and culture. A$AP Mob’s song “RAF” is a prime example.
Sometimes, artists name-check in the hopes that they’ll get that brand to come on board and sponsor them. Other times, it’s aspirational. On more than one occasion, though, there have been situations where the brand hears that name-check and a deal ends up getting formed out of the knowledge that it will be a good fit for the brand and the artist.
There have also been times when there was backlash due to brands saying negative things about artists who have called them out. For example, in the case of Jay-Z, there was an issue over a champagne shout-out. There were also issues with some car companies that didn’t want to be associated with a certain artist.
In those instances, it usually ends up being bad press for the company instead of the artist. When an artist name-checks a brand, it’s because it’s something that they feel passionate about. Passion has always been a major touchpoint in music.
Making the Deal
Some of these deals between artists and brands were the traditional mainstream deals. However, the sky’s the limit now with the influence of social media. Jeff recommends that artists reach out on any platform that’s comfortable to them, to a brand or an entity, or a product that suits their lifestyle. Artists never know when a brand is looking for a great, new partnership.
Often, if an artist has a great following or a really popular song that suits the brand aesthetic, brands are more open to making deals with lesser-known or unknown artists. The key to that has an active fan base. When you have a fan base that a brand responds to, it’s generally because you know who you are as an artist. And artists know their audience. Most importantly, artists know how to communicate with them. They are probably a great candidate for a branding deal if they can check those three boxes.
Jeff’s final suggestion is not to be afraid to reach out to a brand or name-check a brand on your feed or in your posts. These brands will often see when they’ve been hashtagged or mentioned and check you out. They’ll know what you’re all about, and usually, that’s how nontraditional partnership deals are formed.
For more quality music education and lessons from Jeff Rabhan, NYU faculty, and industry experts in the music industry, check out Music Industry Essentials.
