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 (58)
Hey Simon, I tried emailing you but your email that you provided "simon@laststopbooking.com" isnt working...
Please reach me at doraziodylan@gmail.com
Good day my name is Michael, I am a gospel singer/songwriter/producer/musician, I need financial assistance to complete the recordings I started. I am also willing to assist others in gospel music with their projects. You may also call me at 1-347-355-0522. Thank uou.
I am a very talented some would say gifted,female rap artist from Oklahoma. I have been song writing since the age of 15 now 26. It is a profession,passion & purpose.I sell my own cds out of the trunk of my car and is very loyal to my art & business minded.ive already sold 10000 cds on my own wit no help or barcodes or album covers. My vocabulary is not limited.proper english is expressed but also speak well Ebonics. Which is what music mainly consist of now days. I am a struggling artist who has a story to tell. Feel free to contact me at Testamonie90@yahoo.com or Semone McCoy via fb thank you
Hi
Am a talented up coming artist...am a student at high school and am 17 ....I do a lot of pop and r&b music..I've written 156 songs and am looking. ..for a sponser of which if I get I will never step down no matter what happens....I'm kinly looking foward for reply....
I'm a Kenyan artist, stage name "Slaveson" - you can check on my facebook page for more details. Started singing Dec-2014 and released a 10 songs Hip Hop album Jan-2015. I have already done 2 videos and 8 songs under planning when to do video shooting - funds is my major setback.
I supplied some local clubs/pubs with the songs and they are playing 'em. Need sponsors we can work together for the benefit of both of us.
Great among challenges I'm facing, friends I thought would offer support in social media promotion have turned their back on me and for that reason I need funds to do paid promotion as I'm struggling to build a fun base across Africa and beyond - most of my listeners give positive feedback but having that reflected on youtube and facebook statistics is another problem.
Anyone out there we can work together, I'll help advertise your brand, whether banking, clothes' stores, name any industry and test me on how you'd want your brand mentioned in my audio and videos, I'm already doing album 2, and this time with more experience and over time I believe we can be envy of everyone, also with adequate funds we can open Africa's greatest audio and video studios and simulation theaters (this can do really well here since the area is unexploited).
The links for my 2 videos as uploaded on youtube are as below: don't judge too harsh on my videos, this is first time doing Hip Hop and had no prior experience!! I have learned alot on HipHop culture from since and as wine, time will refine us beyond expectation.
http://youtu.be/v9eKj-B116g. http://youtu.be/2zIEuvpWY8g.
Notify if interested in this partnership, my email: dan.gitau1@gmail.com.
Hi,
Please advise or suggest any group or individuals that could support the choir I have and promote my compositions, hymn texts and publish them for distribution to schools and churches.
See https://www.facebook.com/photo.php?fbid=10201879569660883&set=a.10201556207777038.1073741825.1532728558&type=3&theater
Respectfully
Frank A. Akushie
B.B.Admin.(I.S.) Clev.State Univ.(USA),Dip.D.P.(KNUST),MBA prog.(UPX)MCP
My son Arnab Manandhar is young singer of 12 years and have already recorded a couple of National Songs. Now we are looking for sponsors to make Music Video. If any one is interested please kindly let us know to make music video. for your information please check Arnab Manandhar in youtube.
Thanks
Nem K Manandhar
As a goodhearted natured person I don't think anything should be for free I find it a struggle As a Executive Producer & Artist of "Horned Assassin Records" a very hard thing to keep the costed of production to running smoothly My name is J' Hill As a Company Exec I'm looking for a financial sponsor or partner with financial capital to help with production costs & other business expenditure such as signing other Artist & Record labels as well as other business needs....J' Hill D13 http://hornedassassinrecord.wixsite.com/hornedassassin