October 28, 2010 How to Get Endorsements or Sponsors for your band, tour, record, etc.
While conducting music business industry panels across the country, I’m often asked one question more than anything else: “How do I get an endorsement?” Other variations include “How do I get a sponsor?” or “How do I get free stuff?”
My philosophy is that if this is your point of view, you’re probably already doomed. Sponsors (whether music instrument companies, beer, or clothes, etc.) don’t care about what they can do for you. They care about what you can do for them – or rather, what you can do together. So to begin with, you have to switch the mentality from “What can I gain from this?” to “What can we gain from this relationship?” Below are a few things that I recommend in your approach:
Ask, straight up: There’s a saying that “the answer is always no until you ask.” In the music industry, there are three kinds of people: those who make things happen, those who wait for things to happen, and those who wonder “what the heck just happened?” Don’t wait for an opportunity. Create it by initiating contact, networking, or asking the right questions that will get you a lead, information on how to get a sponsor, etc. Don’t be afraid in emailing, calling, or scheduling an appointment to do an in-person presentation on why they should sponsor you. That being said…
The Approach: Find a way to be unique, succinct, and intriguing with your initial contact. My rep at the largest music instrument company in the world says that he gets 300-500 emails a week asking for endorsed artist information. So why did he pick my band, The Slants, out of all of those? Because we focused on the company, not ourselves. We offered a new target audience that they weren’t reaching, we had a unique angle to our music and branding, and they would benefit from working with us. Find a way to explain why you are the “first, the only, the original” of what you do. If you need help, try 15secondpitch.com to help your approach.
Offer an Idea (or 3): Offer an idea right away that the said company could benefit from or that you two could do together to bring more business for everyone. If you are adding value to them from the start, they will be more inclined to listen to you. Make everything more about “we” than just “me.”
Try Untapped Industries: Getting sponsors/endorsements is like rolling a snowball: once you get started, it becomes easier and more people will start to pay attention. Often times, if the sponsor you’re working with is happy, they’ll refer other companies to you. To get your start, try companies with less competition. For example, try local businesses that you already frequent and see if they’d be willing to do some cross-promotional marketing. Also, smaller indie music instrument companies are often untapped compared to the big brands you see at Guitar Center.
Use Existing Resources: Have everyone in your band or circle of friends create a contact list of everyone they know: where they work, what position, etc. Use those contacts as a start; their company might not be able to help but they might know someone who can. All things being equal in life, people would rather do business with their friends.
Make it a Sales Call: Treat every contact like you would a sales call, because essentially that is what you are doing. Same exact method because you’re selling your music, your tour, your band. If you want them to “buy” through giving your product or cash, then you have to give them a reason to. Create a list of the top 3-5 reasons why they would benefit from giving you what you’re asking for. Are you providing a good return on investment for them?
Don’t Expect Free Stuff: Most endorsed artists through Fender, Gibson, Pearl, etc. don’t get free stuff (unless you’re talking world class level audiences), they get discounted stuff. Even at that, it isn’t about just getting product. It’s about creating a lasting relationship where you can build an audience together with that company.
If you want some more tips or you have some to offer yourself, feel free to comment below or hit me up at simon@laststopbooking.com
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Simon Tam is owner of Last Stop Booking, a full service agency that offers tour booking and music consulting services. Simon has appeared on stage at over 1,200 live events and has traveled North America presenting ideas about the music industry. For more information and to see Simon’s blog on music industry advice, please visit www.laststopbooking.com
Reader Comments (20)
"Don't Expect Stuff for Free" is so important in this scenario. You have to figure unless your name is at a level that they are approaching you, you aren't famous enough for them to get more from you than you are from them. But a lot of places do offer things to you at the cost they do to Guitar Center. If there's something you have been thinking about buying for six months, but probably won't be buying for six months then you should always contact the manufacturer about possible sponsorship. Once you get sponsorship another possibility is they might be interested in helping with advertising the next time you're on tour. Or on occasion if you tour a lot & talk to a rep a lot you might get to road test an item (though I've known some folks who've had road tests go bad, somethings are too delicate for that life).
Also posted up part 2 on this article, on what they're looking for:
http://laststopbooking.wordpress.com/2010/10/24/how-to-get-sponsorsendorsements-part-2-what-theyre-looking-for/
Enjoy!
hi my name is dyami pike im a sixteen yr old boy living on a military base in germany. me and my best friend have started rapping just for fun, but we want to start a new era of music. our crew is called "NewSchoolRapper$" and our point behind all our songs is " out with the old and in with the new" we believe that it doesnt matter how old you are, you should try and bring something new to the table and something memorable..... the only problem is, living in a small town in germany its hard to get known.
https://www.youtube.com/watch?v=PPimwXpGkcQ&feature=g-all-u&context=G2a4133cFAAAAAAAAAAA
this is our newest song and as you can see we dont have that many veiws
if there is anyway you can help me get known or reach a bigger group of people
i would highly appritiate it
thank you
dyami pike --- MisterP
MBC ENTERTAINMENT IS LOOKING FOR SPONSORS WE HAVE A WHOLE ENTERTAINMENT WE HAVE THINGS GOING AND WE ARE DOING EVERYTHING OUR SELF BUT WE WANT TO GO FURTHER. WE ARE MAKING NOSIE IN THE STREETS AND WITH A SPONSOR I DO BELIEVE WE CAN HELP EACH OTHER.
Checked out your bandsite, very cool! I liked the video, good song!
Question about endorsements, we're not looking for free stuff (stickers maybe?), is it a good thing to have an endorsement as a non-headliner act?
hey id like to discuss this alot more not so much endorsements but more how you got to the point where ppl even considered endorsing you... im a hip hop artist been working for time but i seem to have a problem with marketing and gettin my name out there more... f you get some time shoot me an email or message me in my FB inbox both go directly to my phone my email is.... brentjrdodge@hotmail.com.... my fb name is Manikly FrantiK.... Thanks For your Time
Hello, greetings. my name is TEKE SPENCER a.k.a LIL SPENCY... am a young rapper from CAMEROON. i am a composer, rapper, singer, and a very good literature student. i have been in to the music world for 10 yrs today but have not gone far as in making up a live time in music. i am soliciting for a financial assistance to be able to produce my composed songa and put them in to the market... my facebook name is Lils Spency or my email is teke.spencer@yahoo.com... waiting to your from you soon.. stay bless...
Hi. my name is Sonia Odek. I am an Afro fusion singer in Nairobi Kenya. I have done several songs but it has not yet paid off as I expect it to. We are currently preparing for our elections here and i have recorded a great song that is motivativating ecouraging and youth like. the song is a very fast track and modern. I know it is what we have been waiting for as a country.
My problem is that having been in the Kenyan music industry i fear being used or taken advantage of by the wrong people. I need help and a person who is trustwothy to help me sell this new idea.
Please anyone who can help in very welcomed.
I graetly await your responce. I AM SONIA ODEK ON FACEBOOK. YOU CAN ALSO CHECK ME OUT ON YOU TUBE.
Hello my stage name is solloboy, a Kenyan doing Hiphop against drugs music, currently recorded couple of songs but seeking a promoter to realize impact of my music to the society.
I would like to hook up any promoter from around the globe with passion for Hiphop music and East African music and culture as a whole; I mean one who can appreciate indigenous languages, Kiswahili and English lyrics blended to give great music.
Please reach me through my email; 66mwamburi88@gmail.com
Our website http://www.iamsponsored.com helps bands, musicians, singers, writers and all kinds of talented people get sponsors. We would love to help out
First off let me say I like what your saying but I already figured all of this out, I like to think I stay in a buiness state of mind. What I want is a urban clothing brand to sponsor me, not just for free clothes, right now I'm independent and I want to be apart of a compony. I'm focused on small just coming up clothing brands so we can help eachother out get a little bigger but tha only problem I have is finding one! I know for a fact I can bring alot to a compony, il put 1000% at promoting it!
Hello, my name is Gloria Harbison. I am a Christian song-writer. I sent a CD to Bill and Gloria Gaither about a month ago. The Gaithers have written the best Christians on of this century The great television Gaither Homecoming professional singers are legiendary. Les Butler, the Gaithers
right hand man who edits the Homecoming Magazine, said that he wants to work with me on my songs for publication. I am a lyricst and I also hear the music for each song also.. I have written over 35 songs and they are all winners. I sent 6 songs to Les Butler, he listened to them and emailed me back and said...."Glo! ...Send them all!"
I am looking for a sponsor..just a small amount of money to get these songs performed by their professional voices and Gaither Band accompaniment. I need three thousands dollars so that Les can get started on the second phase. I can provide proof in what I am saying. If you would like to call and discuss details...my number is 1-210-858-6712. Many thanks and blessings to you. Glo Harbison. I am on Facebook as Gloria Harbison. My email address is glospoetry1@hotmail.com
These are some great tips! Thanks for sharing. Information like this comes in handy when planning a promotional tour for an album release.
Hey,
I'm currently in a band in Boston and I found this site that claims to be able to help you with your next tour or sponsor pretty much anything. It's in closed beta though -_- anyone have any feedback/knowledge about it?
SIte is www.sponsornary.com
Feedback/tips welcome :)
-Greg
I'm a stand-up comic looking for a sponser...my main objective is for them to buy advertising in newspapers for my act and in return their names will be posted on my business cards, posters, stationary, and if available I would wear their logo brand clothing and allow them to sell merchandise at my shows...does this sound like a good plan...?
Hello... I really liked reading your article, and I think I brought something away from it. I know it was started quite a while ago, but I hope it's still being monitored (on some level). Anyway, I have a question regarding the contact of potential sponsors... For starters, I have an opportunity to be signed with an indie label in Nashville, TN. The unfortunate part is, indie labels like artists to come "equipped" with sponsorship to help with touring, merchandise, promotion, etc. I have contacted several potential sponsors with the ideas you outlined above, but I usually don't hear back from them, or they tell me they like my offer and will get back to me at a later time. With that said, how many times should I contact them until I get an answer? I want to let them know I mean business, but I also don't want to be a thorn in the side.
Here is my website: http://www.jeffleonardmusic.com You can find links to my other sites which include a lot of my original songs that I've written, and some of the covers that we play.
Thank you for your time.
JL
I have 30 years of management skills and have been asked to manage a new rock band. Im reading and learning as much about this business as possible. This band has extensive experience and we want to kick off in all the right places using all the right social medias as well as promoting this bands songs. Past sponsorships have been available under a different name. This is a brand new band. Im waiting on a demo CD of music so that I can have a better feel for how these guys play together.
Thank you for any tips or adivice you may offer,
Sharon Klima
Hey so, first off Great Article, it's succinct and really touches on some valid points. Reading the comments i can't really tell if the audience really got the point of what you wrote, which is relationships build sponsorships. If you're a musician and you're looking for help with marketing and exposure, you can try free sites like http://www.immitter.com for free streaming directly to your target audience. If money is what you need then writing blindly on this post most likely wont help you out, you might want to save that for Facebook.
you have some good info here, this will definitely help new and old artist who are looking for sponsors
I represent a Scottish Rock band called 'Gleadhraich'. We will be releasing our debut single on the 18th of May 2013 and are looking for sponsorship to make this achievable. I found this information really helpful. Thank you!