Sponsorship and Brand Partnerships
With
Imogen Heap
What's in the course
44 lessons (2h 11m) · 1 free
Lesson transcript
Brand Partnerships and Sponsorships in the Music Industry
A brand partnership or sponsorship deal involves some kind of exchange of value between the brand and the artist. This area can be quite difficult for new artists to tap into because:
- They don't necessarily have the fan base to talk to on behalf of the brands.
- They lack the profile that the brands are looking for.
Exploring Opportunities with Brands
However, there are brands that have initiated projects with new bands, covering:
- Recording time
- Band showcases
- Stages at festivals
For these projects, it's worth:
- Observing which brands are engaging in these activities.
- Ensuring you're on their mailing list.
- Following them on social media.
- Talking to and letting people who work there know about your band or music.
Working with Bigger Brands
Once you start working with bigger brands and artists, it's important to understand:
- Brands are looking to connect with the artist's fan base.
- The artist should work with a brand that aligns with their values to avoid any awkward clashes or perceptions of "selling out."
Key Considerations for Artists and Managers
It's crucial for managers and artists to be aware of the following:
- Understand the sponsorship landscape.
- Evaluate whether they are at the stage to attract brands.
- Identify their own values and what they would be comfortable endorsing.
Networking for Sponsorship
Starting with your own networks is a valuable strategy. Here are some helpful tips:
- Seek out individuals who will engage with your outreach.
- Brand managers receive numerous proposals, so crafting a standout message is essential.
Connecting with Brands
To connect with brands effectively:
- Know the types of brands you personally like as an artist and those that resonate with your fans.
- Be aware of what your fans enjoy:
- What type of trainers do they wear?
- What drinks do they prefer?
- Where do they hang out online?
Having this awareness can create opportunities to connect with representatives from those brands.
44 lessons
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Meet your guru
Meet your guru
Imogen Heap is a Grammy-winning English singer, songwriter, producer and technologist whose influence runs through two decades of pop, electronic and film music — and through much of the technology modern artists now take for granted.
Born in London in 1977 and classically trained on piano, cello and clarinet, she released her debut album 'iMegaphone' in 1998 before forming the duo Frou Frou with producer Guy Sigsworth, whose song 'Let Go' reached a global audience through the film Garden State. Her self-written, self-produced album 'Speak for Yourself' (2005) delivered 'Hide and Seek', the a cappella landmark that later powered Jason Derulo's chart-topping 'Whatcha Say' and Ariana Grande's 'Goodnight n Go', and continues to find new generations of listeners.
'Ellipse' (2009) won the Grammy Award for Best Engineered Album, Non-Classical — recorded and engineered in her own home studio — and she went on to co-write and produce 'Clean' on Taylor Swift's Album of the Year-winning '1989'. She also composed the score for the stage play 'Harry Potter and the Cursed Child'.
A relentless innovator, Heap developed the MI.MU gestural gloves — recognised with three honorary doctorates — and founded Mycelia and The Creative Passport, initiatives building a fairer data ecosystem for artists. In 2024 she returned with 'What Have You Done to Me?', created with her AI vocal alter ego Mogen, while a viral resurgence of 'Headlock' brought her music to millions of new fans.
