Endorsement deals can be a great way to gain added exposure while getting discounted (or free) gear. Live and touring musicians, music teachers, studio musicians, producers, composers, and sound engineers are among viable candidates for deals with brands. From larger names like Yamaha and Marshall to more boutique companies like Mogami and Diezel, equipment manufacturers look at two main factors when considering artists and music professionals for an endorsement: audience reach across multiple marketing channels and quality music that connects with their brands.
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“We approach artists who are foremost talented and who we enjoy listening to. Second, we look for self-motivated go-getters who promote themselves and our products. Social media and constant touring is key. TV and YouTube exposure is essential.”
– Phil Jaurigui, D’Addario and Co, KHS America and Korg USA“We look for an artist who is already playing our product exclusively and for whom only our sound will do. Drummers shopping for the best deal get turned down. We have a general questionnaire on our artist program app that weeds these folks out. We look for someone who has tour experience and dates on the books, televised performances, strong online presence, activity outside of their main gig, buzz in our community and knowledge of the product.”
– Chris Stankee, Sabian
“Artists who are invited to Blue Mic are typically emerging, touring religiously, extremely active with their fans and dig Blue. When an artist visits our HQ, they can expect to get lunch, a tour of the facility where we hand build the mics, meet our founders and have the ability to do a mic tasting/demo the mics in our recording studio. In some cases, they might get asked to co-host the Blue Microphones podcast, which gives the artist the opportunity to tell their story the way they want it told. It’s also very important to Blue that if we are to put our name next to an artist, that artist knows something substantial about the company (a bit more than just using the products and having a conversation on the phone). We look for artists who find creative ways to do things different, who aren't afraid to collaborate with other artists, and who spend time with their fans before and after live performances. We pride ourselves on working very closely with them as they continue to develop into superstars.“
– Tyler Barth, Blue Microphones
“With a diverse array of high quality products for every type of musician, we look for high quality, influential artists in almost every genre of music. In addition to our products, we offer artists support ranging from marketing and promotional support, to product and day to day support. All of our brands benefit from endorsements in that the artist influences fellow musicians to drive our sales and marketing efforts. They also aid us with product development, from time to time. New marketing/product/promo ideas come to light perpetually, so there’s not true template, in that regard. Simply put, we seek high-level artists who are key influencers in their respective genres to represent our brands. We require our artists to act as ambassadors of our brands. Will a prospective artist help enrich their musical brethren and aid our sales and marketing efforts?”
– Hugh Gilmartin, D'Addario & Planet Waves
Endorsement deals are two-way relationships that involve ongoing work on the artist’s part to prove to the companies that they are receiving value out of the relationship. As an artist who is endorsing a product, you may be expected to:
- Appear in advertising and marketing campaigns for the manufacturer
- Use the company’s gear and products on the road and in the studio
- Promote the use of the company’s gear on your website, during interviews, and in the liner notes/credits of your album or songs
- Host occasional in-store workshops and clinics featuring the manufacturer’s equipment
- Keep up with the latest gear that the company releases
Yamaha, for example, has a clear set of expectations for artists that they give endorsement deals to listed on the Artist Relations page on their website, including that participating artists "should thank Yamaha for support and mention what model they play if given an opportunity during a clinic/recording/credits etc."
When searching for endorsement opportunities, approach the companies with products you already use, then form partnerships with the ones that you feel comfortable with and can commit to promoting whenever the opportunity arises. Being passionate about the product and delivering your end of an endorsement deal will ensure that you have a successful relationship with that company.
