Creating Effective Music Partnerships

Authenticity in the Age of Social Media

Once upon a time global stars were beyond the reach of their fans. They were hidden behind sleeve notes on albums, carefully run press interviews, or pre-pared TV interviews. Those were the days when a classic endorsement deal could look convincing even if it wasn’t. There was no platform for the artist to undermine the deal, their personality was still a mystery and you could only imagine them using that product. Twitter, Facebook and the rest of the social web has killed those days.  Fans now feel they know their favorite athlete, singer, or actor intimately, that they can interact with them in real-time.

There is no longer room for deals with disengaged artists or even worse the ‘take the money’ style endorsement. If the artist you sponsor is not a genuine fan of the brand, if they don’t show the same passion when talking about your product as they do when they engage on other topics in social media then the strategy is flawed.

This kind of flawed strategy is all the more dangerous in the current financial state of the music business. Steve Stoute, CEO of Translation, argues strongly traditionally labels and management would protect an artist from unconvincing or inappropriate deals the current state of the music business has meant that the need for brand endorsement and revenues has increased. This sees brand in the dangerous position between artists who are more willing to take less than perfect fits and an audience with a heightened awareness for authenticity.

Creating a True Partnership – Music Sponsorship as Value Exchange

So what makes an authentic partnership? What brings the triangle of the brand, the artist and the target market into alignment so that you have a successful campaign?

Polaroid has clearly led the way; with the signing of Gaga has their Creative Director. They have integrated art and music with their product providing value for both the artists and the brand. Gaga is not just a name, she is her own innovative brand and she is bringing this innovation and life to the new Polaroid Grey Label range.

Las Vegas (01/06/11) Lady Gaga, who serves as Polaroid's creative director, unveiled three new imaging products at the Consumer Electronics Show in Las Vegas.

Beats by Dre take on the whole idea of a brand and artist partnership to a completely new level. With Dre’s own brand working with Gaga, Justin Bieber, Sean ‘Diddy’ Combs and most recently David Guetta on one side and Chrysler and HTC on the other the whole endeavor oozes creativity, authenticity, and passion. 

Sean ‘Diddy’ Combs who is currently worth $475 million, is set to become Hip-Hop’s first billionaire with his partnership with Diageo’s Ciroc vodka. Diddy teamed up with alcoholic beverage company back in 2007 with the aim of perking up sales for underdeveloped spirit. In exchange for a 50-50 split of the profits on Ciroc sales, his company Sean Combs Enterprises handles the brand’s marketing, including branding and positioning for the vodka, product placement and public relations. The sales data shows us that Diddy can be a successful brand manager with clever ideas and solutions. 

These are some groundbreaking examples of headline artist sponsorship and endorsement.

Greenburg, Z. O. (2011, March 16). Forbes. Retrieved October 1, 2011, from Forbes.com: http://www.forbes.com/sites/zackomalleygreenburg/2011/03/16/why-diddy-will-be-hip-hops-first-billionaire/

Jackson, S. (n.d.). Midem. Retrieved October 1, 2011, from http://www.midem.com/