Endorsements
by Ben McLane, Esq
An important sales tool for musical product
manufacturers is to have musicians endorsing
their products. Hence, an endorsement deal
is something serious players should
investigate.
Product endorsements generally involve
endorsing musical gear such as guitars,
strings, drum sticks, pedals, etc. Product
endorsements can include any/all of the
following: (1) mentioning the product in
liner notes on albums, (2) mentioning
product in interviews, (3) endorsing the
product at trade shows, (4) giving clinics,
and (5) appearing in ads.
Both the artist and the manufacturer extract a
benefit from such a deal. For the
manufacturer, an endorsement by an artist is
an opportunity for a player to be seen using
their product. By mentioning/playing the
product, or appearing in ads, the player is
essentially saying that he or she recommends
the product. To the manufacturer, they hope
the endorsement will be a magnet to draw
people into the stores to purchase the
product. The benefit to the artist is free or
reduced cost gear, and possibly a fee.
Although endorsements tend to go to the
established players, it possible for a local or
new artist to enter into an endorsement deal.
The key is whether the manufacturer thinks
that someone will be attracted to the product
if they see the artist endorsing it. For
example, a local artist that is playing a guitar
in his shows could have the ability to draw
buyers into the guitar store.
Obviously, a more established player is
generally approached by the manufacturers
because there is name recognition and
respect already in place. However, if you
are not yet a recognized player, the first step
to becoming an endorsee is to contact the
manufacturer of the product you would like
to endorse (i.e., the instrument you play) and
let them know you are interested in
endorsing the product. Then, send a press
kit with a list of the gigs you have/will play.
The gig schedule is very important because
then the manufacturer will know that your
playing is being exposed to the public.
Finally, follow up and see if there is any
interest.
If there is interest from the manufacturer,
you will enter into an endorsement deal.
Generally, in exchange for endorsing the
product for a period of time, the artist will
either get gear at a reduced price, get free
gear, or be paid a fee. Fees are rare and are
usually paid to an artist with great notoriety.
In conclusion, an endorsement deal is a way
for an artist to gain some exposure and pick
up some first rate equipment for little or no
money. However, it is advisable from a
philosophical standpoint that the player
really believe in the product being endorsed.
Copyright 1998, Ben McLane
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