Lately, I have been contacted by several artists and production or management teams who wanted to finance or fund a music video via sponsors.
Not everyone has the communication skills needed for this task, and the rejection can be intimidating. Also, I realized that most people simply didn’t know where to start, who to talk to, and what to prepare for such a journey.
In this article, we will see that together and make sure you’re ready to have your music video sponsored correctly.
1 — What does it mean to be sponsored?
Making a music video can be expensive. If you are not going the “I’ll make it myself with an iPhone 10” way, this will definitely cost you a little sum that you may not have at the moment, yet your song is ready and needs to be launched.
Being sponsored is the best solution in this case: you will have a brand placing their product somewhere in exchange for paying you.
Let’s take a very basic example that you may have already noticed in music videos nowadays: Beats by Dr. Dre. You may see the headphones being used by the artist right in the middle of the music video. This placement may not be really noticeable at first, but it has been extremely well calculated for you to remember it at some point without thinking about it being a product placement.
Behind this marketing strategy is a nice envelope of money that probably financed the music video in its entirety.
2 — What brand is going to sponsor me?
That’s the most common question that comes right away when I speak about brand sponsorship for music videos.
“Who in their right mind would sponsor a 200-followers-artist and give them $10,000 for a music video that will probably make 500 views at best on YouTube?”
Let me tell you, my friends, that it is not the problem! Plenty of brands will do it…
As long as you know how to sell yourself.
You see, you would be very surprised on how brands function and what can be done in terms of sponsorships. It doesn’t matter if the brand is big or small, and if you are a successful artist or not, what matters is the offer and the demand.
Therefore, of course, you may realize that if you are that “200-followers-artist” and you’re trying to hit on Apple, while they probably would like to help you because it wouldn’t cost them much, their agenda may not be yours, and the deal will never get realized.
However, if you are a country singer making a song about how nice life is in Alabama and drinking Whisky is your favorite hobby, then local brands of Bourbon may totally want you to sip on their bottle in your music video.
3 — The target
So let’s talk about what brand you will target, and for this, you need to see who is your own target: your demographics.
When Monster Energy Drink places their cans in music videos, they want to make sure that the audience will be:
- Attracted to extreme sports
- Listening to catchy and upbeat music
- Having a cool attitude
When Givenchy will place their perfume in a music video, they want to make sure that the audience will be:
- 30 and up
- Attracted to lounge music
- Having an income of $50,000+ a year
- Consuming perfumes and high-end products
As you can see, your audience needs to match their audience or at least can make sense for their brand placement. You understand that trying to finance your Fusion-Jazz music video by a brand of Pole Dance Gears is probably not the first choice you should run for.
So once you identified who is your audience, what are your demographics, you will be able to see clearer in what brands you could contact for your music video.
4 — Prepare the battlefield
I would suggest you take the phone and call cold brands that interest you, but I know more and more millennials are reluctant to this approach, so let’s go via emails.
However, you do not want to start throwing emails here and there and pray for it to pass. You are delusional if you think it is that simple. While it can be that simple, because after all, it is a very binary world, I couldn’t stress you more to be pragmatic and organized for this task.
First of all, you will create two documents that will become your two main emails:
- The jab email
- The hook email
The “jab” email will be a short email that briefly explains why you are contacting them that you basically have the same audience and that they would be the perfect fit for this sponsorship.
This email is important because it will give the first impression of who you are and how determined you are for this music video.
The “hook” email will be the email you send once they expressed that it might interest them. In this email, you go hard on what you want to accomplish with this music video, include your songs, the scenario, what you have planned, and how it could be beneficial for them to be a part of it! You could even prepare a nice PDF for them to read this comfortably and accept the deal.
5 — The brands
This is the last point, and I want you to understand one thing: do not fear rejection. It is ok, not everyone has the time to allocate money in these projects, so whatever happens in the first emails, don’t get discouraged.
List all the brands and contact them one by one.
And smaller brands don’t mean no money! A music video can be funded for $3,000, and the ROI of this kind of project for a smaller brand can be gigantic for them, even on a social level.