Performance Artist and Musician Endorsements.

Although brand endorsements of performance artists and musicians dates back to the 60s it really started booming since the advent of social media channels. Endorsing an artist provides access to key audiences for brands and gives much needed income to musicians. How does the artist brand endorsement relationship work and what is the current marketplace like?

Most brand endorsement relationships are perceived to only be possible by the most well-known artists but there are potential deals available for all performance artists no matter where they are in their careers. A potential relationship is only going to work where both parties gain benefits, and this will always be a main consideration, and it may not just be financial. 

The Endorsement Marketplace. 
The rise of social media, digital marketing, analytics and the influencer has made endorsements from brands a significant sector in the music industry. There are a number of online Aps and platforms that help artists promote their material and brands find appropriate endorsement material. However, most viable relationships are made with the help of specialist third party agencies who have the necessary skills and networks to connect brands and artists. Endorsement will require artists to have a good social media presence with a sizable and engaged fan base, artists prefer to work with brands that have a logical suitable match. 

Brand Criteria and Benefits. 
When a brand is looking for endorsement opportunities it will generally form part of their marketing budget and will have clearly defined objectives. This may include product sales revenue, engagement or brand awareness which must be measurable. When assessing any potential endorsement opportunities, a brand will look at the artist’s fan base to ensure that the demographics match their target audience. Depending on the brand’s budget and targets the audience size may also be a factor. Once an endorsement deal has been done the brand benefits from a certain level of authenticity as their products are being used or promoted by people whose audience admire and trust them. 

What’s in it for Artists. 
An endorsement agreement can take many forms depending on the relationship both parties want. The brand may agree to a monthly or annual fee linked to how much time the artist spends on any endorsement activity. In some cases, it may provide a regular income stream however most deals will be linked to success criteria defined by the brand. If the endorsement is for music related equipment the artist may also get complimentary products, free upgrades and access to pre released new products. Being linked to a well-known brand can also enhance and raise the artist’s own profile in the public eye. 

Types of Brand Endorsements for Artists. 
Traditionally the most common types of brand endorsements for artists came from instrument manufactures and DJ equipment makers but modern-day endorsement deals are more likely to include global brands. It is becoming more common to find famous clothing and cosmetics brands giving endorsement deals to well-known artists as this helps them with their global reach aspirations. Other notable brands moving into the endorsement arena also include car, alcohol and technology brands. Endorsements are not just for global brands and well-known artists, there are still deals available for more specialist brands who may want to reach an older demographic sector possibly targeting folk and jazz artists for example. 

For festival organisers planning their next events using a software management platform like Festival Pro gives them all the functionality they need manage every aspect of their event logistics. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The Festival Pro platform is easy to use and has comprehensive features with specific modules for managing artists, contractors, venues/stages, vendors, volunteers, sponsors, guestlists, ticketing, cashless payments and contactless ordering. 

Image by JaniSnellman via Pixabay

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