Understanding Brand Partnerships in the Music Industry

So now we're going to talk a little bit about brand partnerships. As the revenue streams in the music industry have changed, brand partnerships have never been more important as an income stream for an artist.

Relevance for All Artists

Now, don't sit there thinking, if you're an artist just starting out, that this isn't relevant for you. It absolutely is! You can start having brand partnerships really early on in your career, and they can take a few different forms.

Knowing Your Audience

We've already talked a little about looking at your data. One of the things you can establish from your data is who your audience is. Delving into that can be done in many ways; even a quick look through your Instagram followers can give you insights like:

• What brands your fans are wearing
• What other music they're listening to
• Places they like to hang out
• What they enjoy drinking

"One of the biggest sponsors for up-and-coming artists are drinks brands."

This might seem surprising, but they have significant funds and enjoy the association with artists. Of course, if you're working with alcohol, you need to be responsible. But if you have a relevant fan base (over 18 in the UK or over 21 in other regions), it's worth exploring.

Opportunities for Early Artists

Sometimes, those brand partnerships can help with:

• Tour support
• Funding for a music video
• Promotion through social media posts

Additionally, many artists we work with have some form of endorsement or brand partnership with a fashion brand. These are not always huge brands; some are boutique labels starting out, offering money or clothing in exchange for promotion.

Exploration of Partnerships

You can dig as far as you'd like into brand partnerships, whether it's relevant to you or not. It's essential to find the right brand and reach out.

Consider other opportunities like tech endorsements; this varies by genre, so you'll need to identify the best fit for your music.

Types of Brand Partnerships

Brand partnerships don't always have to involve financial compensation. They can include:

• Cross-promotion
• Contributions to music videos (cars, phones, clothing)

"We've seen a lot of clothing tie-ins, especially in grime, where artists either approach brands they genuinely like or brands come to them."

Capitalizing on Smaller Brands

It's also important to note that you don't always need to partner with big brands. Smaller boutique fashion labels are looking for collaboration to elevate their visibility.

Don't underestimate the value of platforms like Instagram, where searching can yield numerous potential brands to work with.

Collaborations Beyond Products

Approaching YouTube curators or influencers can lead to partnerships beyond just physical products. For instance, being featured on a popular channel is also a form of brand partnership.

On a larger scale, artists often partner with headphone brands or streaming services, even car manufacturers. These can significantly offset video production costs.

Finding and Engaging with Brands

If you're interested in pursuing brand partnerships, identify how to contact those brands. Most larger brands have partnerships teams that welcome outreach from young artists.

For example, Adidas and brands like Dr. Martens have a history of supporting emerging artists:

• Providing merchandise
• Financial backing for tours

You might also receive inbound approaches from brands wanting to collaborate if your social networks attract their interest.

Contract Considerations

When entering bigger brand partnerships, it's essential to have someone review your contract. Be wary of giving away image rights or music without fully understanding your agreement. Ensure you're comfortable with the level of engagement.

Conclusion

Engaging in brand partnerships can be a profitable avenue for artists at any stage in their career. Whether you're just starting or are more established, exploring brand partnerships can provide valuable extra revenue. Don't hesitate to reach out and explore the possibilities!