What are sponsorships?

If you have built a substantial fanbase, even just a local one, you should seek out sponsors. However, don’t think of them as sponsors. Think of them as partners. 

The biggest misconception artists have about sponsorships is that the company will give them a large grant or advance and that’s that. Why do you think they’re giving you a check? It’s not because they love your music and want to support you. The reason any company wants to partner with you is that they see value in it. So you must offer value. 

It’s not about what they can do for you; it’s what you can do for them. The location of your fanbase will determine what kind of partners you should solicit. Are you drawing 500+ people to your shows in your hometown? Contact local breweries, car dealerships, pizza parlors, nail salons, sandwich shops, clothing stores- really, any local establishment who wants your fanbase to buy their product. 

If you're Youtube, Instagram, Spotify, Snapchat, and have a national or worldwide audience, you can think bigger. Who are your fans? Where do they live? What are their ages? You can find all of this info in your backend analytics. 

If you’re killing it on the national circuit bringing 200-500+ people at every tour stop, with a 50-date tour, that’s 10,000-25,000 focused eyeballs and eardrums on their product. These aren’t 25,000 views on some banner ad, they’re 25,000 engaged audience members willing to do whatever their favorite artist tells them to (and buy whatever he tells them to buy).

So, put together a list of companies who would be interested in marketing to your fan base. 

A 2015 study done by AEG and Momentum Worldwide found that 93% of Millennials say they like brands that sponsor live events. And going to a music event that was sponsored made Millennials love that brand more, while those that stayed at home didn’t have the same reactions. 

• 89% like brands that sponsor a live music experience, compared to 63% among non-attendees

• 89% perceive those brands as being more authentic, compared to 56% among non-attendees 

• 83% leave with a greater trust for brands that support a live experience, compared to 53% among non-attendees

• 80% purchase a product from a sponsoring brand after the experience, compared to 55% among non-attendees 

• 80% recommend brands that sponsor a live music experience to their networks, compared to 49% among  non-attendees 

If you're contacting a company to sponsor your local shows or tour, this is strong ammunition to use for your proposal. 

How to get a sponsorship?

The Proposal

Once you have your list of companies and contact information, you should put together a proposal packet to pitch the company. In the proposal should have: 

• Your artist logo directly next to the company’s logo

• A short bio of who you are (if they don’t know)

  • Include impressive accolades 

• Define what you’re asking for (Money, Gear, Van, T-Shirts, Vinyl Printing)

  • Remember that sponsorship doesn’t just need to be for cash. Often, trade partnerships are the best kind. If you’re working with a statewide car dealership, see if they will give you a van. You can wrap that van in the dealership’s name, and if you tour around the state, they get a touring billboard that will be parked outside of every venue you play. 

• What can you Provide them

  • It can be signage at all your shows. Subtle product placement in your videos. Shout-outs to them on all of your social media. A creative music video featuring their product (that you film and edit). A jingle for their company to use in commercials videos, their website. Interactive experiences at your shows. 

• The Time Frame

  • Is this for one local show? A tour?  A year? get specific. 

• The potential reach 

  • Be realistic, but make it look impressive. 

• What the Company Needs to Provide for You

  • Make sure you include that they will need to prove the promo materials you promise: sign, beer to drink on stage, wrap for the van. If you promise to hang signage on stage but don’t specify that they actually need to provide the sign, they may expect you to create and print one, which may eat into much of the money they give you. 

• Any Perks 

Don’t attach this proposal to your initial email. Find the person at the company who is in charge of marketing. Get her email and phone number. Call them up and say “ Hi, I have a partnership proposal I'd like to send you. Send the proposal the minute you get off the phone and receive their email. 

You should be realistic about the kinds of sponsors you can hit up. If you’re an artist playing to 200 people a night, you’re not ready for Cacti seltzer. However, a less well-known brand like Lagunitas might be interested. Especially if they’re trying to break into the clubs you already have booked for your tour. 

it’s very possible for mid-level artists to obtain sponsors that can help cover expenses. You just have to be smart about it.