Groover is always looking for new ways to help independent artists further their careers. Today, we bring you an article that talks about music branding, how it can help artists’ careers, and how to put it into practice.
Every artist seeks more visibility in their careers, and constant opportunity can be hard to come by. Partnerships with brands, companies, and business can help fill the gaps in a number of ways, and benefit both parties. How nice would it be to hear your music in a store, restaurant, gym, or sporting event?!
| Click here to watch a tutorial on how to do an outreach campaign on Groover!
1. Why businesses partner with artists
In every business, marketers work to develop the brand’s “personality”, and the details chosen to portray this personality to the public will be meticulously thought out. One of the ways they do this is through music.
Companies seek to associate themselves with music or artists they think fit their own persona, creating a closer relationship with customers who gravitate towards similar things. This is a psychological strategy that aims to create a feeling of unconscious identification with the brand or business – the closer you feel, the more you’ll come.
For both ambient and vocal musicians, associating with a brand could be a great opportunity that could result in getting played in stores, restaurants, gyms, sporting events, or bars, or could lead to partnerships and deals with sponsors.
| Read also: 10 tips to increase the engagement of your artist profile on Instagram
2. What do artists have to gain?
The answer is simple: listeners and profitability. Here’s what we mean:
Being Played In-Store
Getting your music played in public places is great for exposure. Shazam exists for a reason – millions of people want to know what they’re listening to when they’re out and about and hear something they like.
These plays also generate performance royalties, which means money in your pocket. As long as you’ve registered your music with a collection agency (ex. SoundExchange), you’ll be benefitting financially as well as promotionally!
Partnerships
Partnerships are direct collaborations between artists and who they’re working with, as opposed to a subtle nod like a playlist add. Partnerships can vary tremendously – some are a one-time photoshoot, some are a long-term commercial contract, some are a design collaboration, it all depends on the brand and artist. It goes without saying that regardless of the terms, it’s an extra source of income for artists.
Partnerships also allow for sponsorship opportunities. These can help support an artist’s growth and expand their network in both the music and corporate worlds, leading to more collaborations down the line.
| Check also: How to get in touch with professionals in the music market?
3. How to make it happen
If you’re not signed to a label, you’ll have to do the legwork yourself. Luckily, it’s not too hard if you’re willing to send a couple emails.
Find small brands you like online and contact them about an exchange. They’ll be happy to shout you out if they get one in return. Remember to only partner with brands you think make sense for you and your artistic identity.
For bigger deals, send an email to the marketing team introducing yourself and why you think you align with their brand. Give them as little to think about as possible by including descriptive words about your own style of music and aesthetic, pictures that represent you well, and any potential ideas you have for what type of collaboration you could do together.
For an in-person approach, go to stores that you think would play your music and become friendly with the staff. Ask them who’s in charge of the playlist. A lot of the time, it’ll be one of the people there! Introduce yourself and give them your streaming information. If they like your song, you’re in!
Be friendly and outgoing, and you’re bound to at least make a good contact!
| Also see: Step by step: how to get into Spotify’s editorial playlists
4. Conclusion
A key tip for artists: put in the work on your image, visual identity and promotion. Having your music playing in places is often a consequence of good numbers on streaming platforms or general buzz about one of your songs. So keep focusing on your musical and visual craft!
Submit your music to the music branding curators available at Groover!