Music’s essential brands
Close to one quarter of music managers believe that doing a deal with a brand is essential, or a necessity, when it comes to adding value to an artist’s career. And managers have, in fact, been pretty prolific in their dalliances with brands of late, cutting between five and 50-plus deals per manager over the last five years as they look for new revenue options for their clients in a new music landscape, according to the Brands & Bands: The Value Exchange report from Frukt and Next Big Sound.
Both major label and independent artists have worked most extensively with alcohol, fashion and technology brands, with fashion by far and away the most common choice for emerging acts. Unsurprisingly, technology brands figure highly within EDM and indie, while automotive stands out for rock acts, and fashion for more pop-centric artists.
More than 80% of managers are interested in taking some form of equity in a brand campaign, highlighting a move towards generating scalable revenue in collaboration with a brand as opposed to one-off payments.