Endorsements
What’s The Deal?
by Larry Cox
In its most proper context, an endorsement deal is a marriage between a product manufacturer and the performing artist, which mutually benefits both parties. Unfortunately, most aspiring musicians see it as a way to validate their talent as an artist, as well as their proverbial coming-of-age within this business that is music. However, mostly they see it as a way to get “free stuff.” Join me on a brief tour through the realities and myths of product endorsements.
Some Harsh Realities
First, let me begin with a list of things that tend to confuse striving musicians into thinking that they deserve a product endorsement deal. We’ll get back to the deserve part later.
– Your family and friends tell you how awesome you play.
– You play in the most popular bar band in the city where you live.
– You feel that you play just as good as, or better than, other famous musicians.
– Getting an endorsement deal will get you a record deal.
– Getting an endorsement deal will get you other endorsement deals.
– Getting an endorsement deal will make you famous.
Now let’s take a look at each of the above statements and discuss why they have no place within the pursuit of an endorsement deal.
Your family and friends tell you how awesome you play.
That’s great. However, you need to understand that your family and friends will tell you this even if you suck. Also, unless you have enough family and friends, who also happen to be product-buying musicians, that will greatly enhance manufacturers’ gross annual incomes, don’t be expecting any phone calls from artist relation departments.
You play in the most popular bar band in the city where you live.
That’s great too. However, unless your city is the size of the Western Hemisphere, then manufacturers won’t take an interest. I can say that there have been nationally-acclaimed tribute bands whose artists have received endorsement deals. However, such scenarios most usually include an official, and very public, affirmation from the original band, or band member(s), to which the tribute band pays homage.
You feel that you play just as good as, or better than, other famous musicians.
Well aren’t you just the special, self-absorbed wanna-be. Anyway, while the fact that you are that talented may be technically accurate, it takes more than your self-proclaimed expertise to nail down an endorsement deal. As a matter of fact, if you would like to commit endorsement suicide, feel free to contact a manufacturer and tell them that you want an endorsement, because you are better than any of the other artists on their endorsement roster.
Getting an endorsement deal will get you a record deal.
Sorry, no. However, having a record deal is certainly an important factor in negotiating an endorsement deal.
Getting an endorsement deal will get you other endorsement deals.
Not necessarily, but it can help. However, usually by the time you have enough feathers in your cap to secure an endorsement deal with one manufacturer, then you would most likely qualify with other manufacturers as well, regardless of any other endorsement deals that you may have previously inked.
Getting an endorsement deal will make you famous.
No. Getting an endorsement deal may enhance your exposure, or provide you with other benefits. However, as you will see below, endorsement deals were primarily designed to benefit the manufacturers. That being said, chances are that by the time you secure an endorsement deal, you will already be fairly well-known. Also, straight out of my advice bag, stay away from the word famous when you are discussing your career aspirations under all circumstances.
Putting Things in Perspective
Musicians continually pursue the world of the ever-illusive product endorsement deal. However, one would be better served putting those energies toward any other aspect of their pursuit of a career in the music business.
Probably the most misunderstood part of the endorsement concept is that the artist is the one that endorses a product or product manufacturer, not the other way around. The endorsement program was designed by manufacturers to generate increased sales for manufacturers. Also, successful artists endorse products because they truly believe in them. The product manufacturer lets the artist officially endorse their products, because their affiliation with that artist sells those products, thus generating income for the manufacturer.
While it is true that an artist does gain certain benefits and publicity from being an official endorser; the fact remains that if the artist does not have anything to bring to the table, which the manufacturer feels will boost their sales, there will be no endorsement deal.
Now I know that many of you are sitting there saying, “Well then why do manufacturers have advertising with artists’ photos in them, and why do they sponsor clinics that feature artist performances, or have sections on their web sites that feature all of the artists that use their products, if they are not the ones endorsing the artist?” This is simply what I mentioned earlier. Manufacturers are in the business of making money — lots and lots of money. High-visibility, and well-known, artists sell products. It’s all geared toward advertising and marketing from the manufacturer’s point of view, not furthering the artist’s career.
Tell me that you have never purchased a product because so-and-so uses that product. I certainly have, and so has every other musician in the world. That translates into millions of dollars in sales per year. It’s all about business, sales, and dollars for the manufacturers. While manufacturers do go to great lengths to foster relationships with their endorsers, there is only one thing on their minds — how much money can this artist make for us. And there is absolutely nothing wrong with that. As a matter of fact, that was just an ingenious marketing idea on the part of manufacturers as far as I am concerned.
Deserving an Endorsement
Whether you deserve an endorsement deal is a matter of opinion, but not yours. Nevertheless, the determining factor is whether you qualify for an endorsement deal. Qualify is a much more accurate, and proper, term when talking endorsements. There are many guidelines that play a part in your overall qualifications for securing an endorsement deal, which are as follows, but not limited to:
- You are a member of a record deal (major or Indie label can also play a part)
- You currently have a CD on the market
- You are a member of a touring project or other live promotions
- You have other products on the market (books, instructional programs, etc.)
- Your reputation
- Your attitude during possible endorsement deal negotiations (never demand anything)
- The extent of your visibility (web sites, articles about you or your band, live appearances, etc.)
- Your marketability (many factors come into play here)
- Other endorsements that you may have (does not guarantee further endorsements)
- Your willingness to promote the manufacturer and its products
Free Stuff
There is an inherent irony in the whole endorsement deal concept. When an up-and-coming artist needs free stuff or discounts the most, they are in no position to benefit a manufacturer, thus have no chance of securing an endorsement deal. When the artist gets to a noteworthy level of accomplishment and recognition, they are then in a financial position to purchase anything that they desire.
The reality is that today’s instruments and other music gear are more complex, and more expensive, than ever before. This is directly related to the increased cost of materials, as well as all other aspects of the manufacturing process and numerous other overhead costs. This in turn means that very few companies can afford to give away totally free merchandise anymore — especially since official endorsement deals have become more numerous than in years gone by. What has become more commonplace is that most companies, especially the smaller ones, now offer their endorsers artist discounts on their products. So, unless you are a Billy Sheehan, Neil Peart, John Petrucci, or Jonathan Cain, don’t expect manufacturers to be handing over the free stuff.
The Process
Generally, endorsement deals are negotiated between a manufacturer’s artist relations division and the artist’s management or publicist. It is a rarity that a manufacturer will deal directly with an unrepresented artist.
Who initiates negotiations for an endorsement deal is a coin toss. The manufacturer’s artist relations representative may contact the artist’s representative, or the artist’s representative may approach a particular manufacturer’s representative.
Endorsement deals may also vary in their makeup. The endorsement deal may simply be a mutual campaign between both parties, which could consist of personal appearances, clinics, advertising, etc. Other deals may involve a signature product, or line of products, featuring a particular artist. Similarly, other endorsement deals may occur, because an artist has a specific requirement that does not currently exist on the market. In that scenario, the artist would work closely with the manufacturer to develop such a product, which in turn would most likely result in a signature product, or product line.
Wrapping Things Up
In a nutshell, aspiring musicians seeking a professional career in music should put endorsement deals at the bottom of their priority list. The topic of endorsements will naturally surface once you have reached a certain level of legitimate national, or worldwide, exposure as a performing artist. When that time comes, remain humble, be sincere, and be prepared to give more than you receive. If you remember this advice, then your endorsement deal experience will be a successful and fulfilling one.
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© Copyright 2007 Larry Cox All Rights Reserved
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