From CD Baby:
ow Do I Go About Seeking An Endorsement Deal (or, as Jaded Fans Call It, “Selling Out”)?
The most common question I was asked was how artists should pursue endorsement opportunities. My specific advice on how to seek endorsement deals will vary depending on the genre and style of music, the look and feel of the artist, audience demographic, and where and how frequently the artist performs live. However, there are some general pieces of advice that work across the board.
1. Search for brands that support music.
Google is your best friend (not the brand; the search engine). Search for brands that support and align themselves with other DIY artists. When you attend music conferences, look at the brands supporting those conferences. Get an overall idea of the brands who are most receptive to the conversation.
2. Know what you bring to the table.
The main (and perhaps only) question a company/brand wants to know is what you can do for them. Put yourself in the company’s shoes. Speak their language. Walk in with a pie chart of your fan base by demographic and geographic location with your annual touring, merch and music sales numbers to show them how sponsoring you can equal major dollars in their pocket and you will blow their mind. Of course, you don’t have to go in with pie charts, but have answers to the questions they will ask you, so you can put them at ease that their marketing dollars are being well spent to expand their brand to a larger audience – your fans. Most importantly, be honest about it; just like a girl who pads her bra, if you start padding the numbers, you’re sure to get caught just as you’re about to seal the deal.
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