Endorsements — What's the Deal?

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 in the music industry. However, mostly they see it as a way to get free stuff. Let's take a look at the realities, myths and of product endorsements. The Realities & Myths Let's begin with some harsh realities by starting off with a list of myths that tend to confuse aspiring musicians into thinking that they deserve a product endorsement deal (we’ll get back to the deserve part later) and what such deals will do for them: – 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 that have endorsement deals. – 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.

You feel that you play just as good as, or better than, other famous musicians that have endorsements. 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. Nope. Now, 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 who is endorsing who? I have heard arguments from both sides of the concept that make sense, however, it is the artist that endorses the product or product manufacturer, not the other way around. The artist is directly affixing their name to a company or product. It means the artist is endorsing and approving that product and confirming to the audience that they use it exclusively.

While there are those who argue that it is the manufacturer that endorses the artist, because they are the ones giving the artist free gear or cash payments, that's not the crux of endorsement deals or why endorsement programs were created by manufacturers.

The endorsement program was designed by manufacturers to generate increased sales for manufacturers. The product manufacturers let artists officially endorse their products, because their affiliation with that artist sells those products, thus generating income for the manufacturer. And by getting artists to endorse them, manufacturers reward them with discounts, totally free gear, or even cash payments. The reward is not an endorsement, it's a thank you for the artist endorsing them and making them a shitload of money in sales.

While it is true that an artist does gain certain benefits and publicity from being an official endorser, the fact remains that if an artist does not have anything to bring to the table, which the manufacturer feels will boost their sales, there will be no endorsement deal. Again, this is why it's not the manufacturer endorsing the artist.

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 — it's not about helping to further 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 them. 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 music on the open 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

- The extent of your visibility (web sites, articles about you or your band, live appearances, social media presence, 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

- Your attitude during possible endorsement deal negotiations (never demand anything) 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 on a wide scale basis anymore — especially since official endorsement deals have become more numerous than in years gone by. Only the top endorsers are getting totally free gear.

What has become more commonplace is that most companies, especially the smaller ones, now offer their endorsers artist discounts (sometimes hefty discounts) on their products. So, unless you are a Billy Sheehan, Eloy Casagrande, Chad Smith, Keith Urban, or some social media monster with millions of followers, 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. Who initiates negotiations for an endorsement deal is a coin toss. The manufacturer’s artist relations representative may contact the artist, or the artist 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.

While endorsement deals and how they are implemented can vary from one manufacturer to another, most deal types can generally be broken down into three levels:

Level 1 - Newer artists who already have a national profile. Social media artists that have a decent following. Now, what is "decent" can vary in the eyes of different manufacturers, but it's safe to say at least 100K+ followers. At this level artists will usually be given a generous discount on an gear, plus permission to call themselves an endorser. The artist will usually be listed on the "Artists" listing on the manufacturer's website.

Level 2 - International artists. Social media artists that have a large following. Again, what is "large" can vary in the eyes of different manufacturers, but it's safe to say at least 500K+ followers. Such artists will receive hefty discounts, and may receive some free gear as well, as well permission to call themselves an official endorser. They will usually receive a certain amount of tour support. The artist will usually receive more visibility on the manufacturer's website, as well as being featured by the company in advertisements across trade publications and websites.

Level 3 - Mega artists. Social media artists that have a huge following consisting of millions of followers. These artists garner a high-level of investment on the part of the manufacturer, such as full tour support worldwide, free gear and in some instances cash compensation or percentages of sales, especially if they are part of a signature product release. The artist will receive high visibility on the manufacturer's website, as well as being featured by the company in major advertisement campaigns. In turn, such deals may require artists to complete a list of tasks for the brand, otherwise known as “deliverables”. Some contracts may include the artist make a certain number of appearances during the term of the agreement. This could include being sure to include product and logo placement in videos, photoshoots, interviews, etc. Don't Confuse Endorsement With Sponsorship

It’s important to understand the difference between an endorsement deal and a sponsorship deal. While an endorsement is a mutually beneficial deal on numerous aspects and levels, a sponsorship is simply when a company pays you to advertise their products. That's it. Nothing else the comes with an endorsement deal is part of a sponsorship.

The parameters of a sponsorship can vary greatly, not only in circumstance, but from one manufacturer to another. Let me give you some examples of instances where a manufacturer might pay a sponsorship fee:

- Placing the manufacturer's logo on your website, videos, marketing materials, ads, etc.

- Sponsored posts on social media featuring a manufacturer's gear and logo

- Doing product reviews of the manufacturer's gear on social media or your website

- Doing high-profile events featuring the manufacturer's gear and logo

Of course, for any of these examples you would still need to have a very large social media presence, following, or audience base.

Wrapping Things Up

In a nutshell, aspiring musicians ( especially those 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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