The Essential Keys To A Successful Artist And Brand Partnership
A Cerullo on September 09, 2017
In today’s music industry, parties need to know the essential keys to a successful brand and artist partnership to reach new fans.
In today’s music industry, parties need to know the essential keys to a succesful brand and artist partnership. Even the most successful acts have trouble climbing through the complexities to reach new fans. As a result, we’re seeing more artists team up with brands to achieve new heights and stand apart from the competition. If done well, a brand and artist partnership offers some huge advantages for both sides. Since the way the music industry works has notably changed, by collaborating and exchanging ideas, both gain exposure and refresh their objectives, audiences, and images.
Artist gets a chance to discover new fans and receive some crucial financial gains. On the marketing side, brands get to build real connections with their audience, and add some character to their company.
As with many aspects of life though, this is easier said than done because the parties should be aware of what kind of affiliation are they doing as well as how this is affecting them. Before partner with either a brand or an artist, it is crucial to understand and think deeply about what are the risks and the benefits of that partnership.
To help avoiding mistakes in both sides of the union, here there are some tips.
You Won’t Get Anywhere Without Authenticity
There’s nothing worse in music than fake authenticity. In fact, this goes for all art forms. So if you’re a brand looking to work with an artist, you need to ensure your intentions are authentic before partnering. If you make a strong effort to create a deep relationship with an artist, not only will they appreciate it, but their fans will too.
Don’t Underestimate The Fans
Speaking of fans, don’t underestimate them before creating a partnership. They’re so used being attacked with sponsored content with little purpose that they will throw the artist´s name on top of artist’s work, or they will do to the bottom. They can smell authenticity and reward brands that create it.
Simply put, the brand needs to naturally fit with the artist and their fan bases. Don’t try to force anything or it won’t work. By adding a value to the fan experience that the artist can not offer, you create an environment that’s rich in authenticity and good for all parties involved.
Listen To The Artist
More than anyone, artists know how to reach their fans. That’s why brands reach out to them in the first place. Yet, there are so many brands that ignore the voice of the artist in favor of their own personal agenda. Brands need to listen to their artists, analyze their mission statement, and then give them the right tools to achieve success
Time Is Money
This one goes without saying but putting the right amount of time and effort in your relationship is essential for its success. Just like you would with a boyfriend or girlfriend, a partnership is like that too. There are so many brands and artists out there trying to collaborate with minimal effort.
If you put in the proper time and effort, it will be that much easier to stand out from the pack. Strong relationships can achieve great things and that doesn’t happen on its own. The high effort brings success. It’s a simple principle but an important one.
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Music licensing can seem daunting. In order for no one to simply use it for a campaign, it's a good idea to always protect yourself and what you create.
With the decline in physical music distribution, digital services are taking over, offering musicians a more diverse place to distribute their content.
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