Marketers, Promoters, & Advertisers
Labels make agreements with other businesses or companies in which artists promote products while creating new content.
Brand Partnerships can vary from sponsorship deals in which artists commend products, to arrangements that record companies bring to bear the width of their developing artist rosters (boards with the names of their developing artists) and create new content.
Some labels include this department in their companies, while some others choose to work with companies that offer Brand Partnership services.
!! LABEL VS RECORD COMPANY !!
Their role is to plan, develop, and implement innovative and effective brand partnerships. The VP serves as the primary point of contact with artists and management regarding brand partnership activities.
The Director is responsible for the development and execution of strategic marketing partnerships and campaigns. They work with brands and agencies to create new content and drive new business.
They make sure the record has been distributed to DSPs around the world; Spotify, Apple Music but also Gaana and Jioaavn (India), KuGou and QQ (China), etc.
*sometimes the part of the international sales is centralized for all labels under one group* For example, Sony's Global Digital Business & US Sales record division deals with international sales for all Sony Labels (RCA, Arista, Columbia, etc.)
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A day in the life of a Supervisor:
A day in the life of an Intern:
Intern and Supervisor @ Primary Wave
Who they work with and what they do
Brand Partnerships
- to service music clients that work under the label by developing strategic marketing campaigns and successful partnerships with brands
- to work directly with artists
- to understand their clients and their audience, which will provide the best experience for their partners and measurable results
Services
- Tour Partnerships
- Exclusive Content
- Unique Promotions
- Live Event Activation and Engagement
- VIP Experiences
- Social Media Campaigns
- Brand Ambassador Programs
- Public Relations (PR) Campaigns
- Corporate Performances
- Licensing Partnerships
ARTIST MANAGEMENT
- Send out artist surveys to gauge artist’s interests to then pinpoint opportunities
- Outreach to the artist’s management for approval of partnerships
- Ensure aligned values and interest
- Be made aware of any overlapping partnerships
- Working on increasing artist’s social media and fan engagement
- to service music clients that work under the label by developing strategic marketing campaigns and successful partnerships with brands
- to work directly with artists
- to understand their clients and their audience, which will provide the best experience for their partners and measurable results
Services
- Tour Partnerships
- Exclusive Content
- Unique Promotions
- Live Event Activation and Engagement
- VIP Experiences
- Social Media Campaigns
- Brand Ambassador Programs
- Public Relations (PR) Campaigns
- Corporate Performances
- Licensing Partnerships
ARTIST MANAGEMENT
- Send out artist surveys to gauge artist’s interests to then pinpoint opportunities
- Outreach to the artist’s management for approval of partnerships
- Ensure aligned values and interest
- Be made aware of any overlapping partnerships
- Working on increasing artist’s social media and fan engagement
- Distribute artists singles & albums to DSPs on time for the release
- Negotiate business partnerships with DSPs -- Examples:
° Reduced royalties rate per stream for artists of a specific label in exchange for free ad credits
° ‘Artist Social Boost’: DSPs are granted advertising access to an artist's Facebook or Instagram to run
ads offering their followers 3 months free premium. In exchange, the label gets a portion of the profit from the fans signing up through the artist's link
- Partner with DSPs for marketing initiatives such as:
° Billboard in Time Square
° Playlist takeovers
° Example: Olivia Rodrigo's Car Wash with Spotify in LA.
- Licence songs before release
- Make sure the metadata is complete (every detail about the song is filled out - producers, singer, date, title, etc.)
- Curate playlists on streaming platforms to promote their artists
- Establish the number of copies of an album that needs to be produced
- Make sure the production and delivery runs smoothly (with Production Dep)
A music supervisor reaches out to the label with interest in a song. They provide 3 elements for a possible contract and give a scene description and information on the use of the song.
With those elements in mind, the Sync Department defines the licensing fees for the use of that song. The amount usually depends mostly on the artist, scene description and length, and part of the song used.
The label asks for the artist's approval; both on the budget and the use of the song (which project it will be featured on).
Important to know: For a song to be used, it needs the approval of both the master recording (label) and the publisher. This means all songwriters have to approve the use of the song too! And if an artist is also a songwriter they need to approve it twice, once through the label and once through the publisher.
Product Placement
The deliberate and obvious placement of a branded product in the acquisition or use by an artist of high esteem, typically in a music video or advertisement.
Once negotiated, the deal has to be sent to the publishers for approval.
This step is necessary legally to ensure that the Most Favored Nation (MFN) clause is respected.
If a music supervisor confirms the use of a song then the license is created.
On their side, they will have to pay a fee for the use of the composition (copyright to the publisher) and a fee for the master (to the label).
“For NY and LA, there is always a member of our team at shows to organize business encounters, escort our partners backstage. It’s kind of a concierge service”
- Tour and Special Events @Interscope
"When there is no covid I travel a lot so I am divided between being with the artist on tours and promotion - with visits to my offices for strategy and planning meetings around the world and in London with my team on a day-to-day basis when we are not traveling. My boss travels much more than I do so we are used to working remotely and maintaining constant communication."
Is a degree required?
The recommended majors for Brand Partnerships are in marketing, business, or in another associated area.
Some related courses that can be helpful in this position are on topics like communication methods and technology, marketing, and consumer behavior.
Creativity is key- think outside of the box to innovate and solve dynamic challenges.
Something most people don’t know about Brand Partnerships:
Written by Fran and Ana
Published June 17th 2021
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