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Understanding Artist Endorsements
So you’re in a band and looking to step your game up as an artist and dip your feet into the world of endorsements to work with your favorite companies and establish some credibility to your name, but how do you start?
This article is going to cover everything you need to know about what you should do as an artist to secure that deal.
To understand endorsements and their purpose, the first question we must ask ourselves is “Who endorses who?” While endorsements are a mutually beneficial two way street, it is the artist who endorses the product. When you boil it down, the ultimate purpose of an endorsement is to help grow a brand. If the artist doesn’t qualify to help grow the brand, then the manufacturer wants that non-qualifying musician to purchase his or her gear from a local dealer or favorite Internet dealer. What they do want is to have an endorser promote their brand in order to influence their fans and/or peers to purchase that product or something else they make.
What a Company Looks for in an Artist
From a company’s point of view, they want artists that have influence, which means someone that gigs/records constantly and has a strong social media presence. Are you out there grinding it out playing shows and building a buzz around yourself as a musician? Are you getting out of your own local scene and growing your following in other cities? How’s your social media following? Do you have a solid number of followers and do you constantly engage with them and in turn, do they engage with you? These are questions you need to ask yourself because this is what companies look at when deciding to take on a new endorsee. Companies also value artists that are loyal. They want to work with artists that want to work with them, not artists that send generic endorsement inquiries that were most likely sent out to them and ten of their competitors.
What to Send in to a Company
Now that you’ve established that you as an artist have enough of a career to contact a company and get a deal, what do you send in to them? Introduce yourself, give them your 15 second elevator pitch explaining who you are as an artist and what you do.
Next, talk about the gear of theirs you use and why you like it. Again, loyalty is key and letting them know you are already using their product is a sign to them that not only you are knowledgeable about their company but that with or without an endorsement, you will be using their gear. If a company is on the fence about whether or not to take you on as an artist, that type of loyalty could tip the odds in your favor.
Speaking of gear, if there is additional products they make that you’re interested in, this is the time to mention it. In your submission to the company, you should also attach your Electronic Press Kit (EPK) for them to understand who you are as an artist, what you bring to the table, and ultimately why they should care about you. If you don’t have an EPK, the folks over at Sonicbids have a great breakdown of what you need to do here. Lastly, you should include any existing endorsements you have in your submission if you have any. A great way to increase your chances of landing a deal is by showing that other companies are investing in you and see value in bringing you on board as one of their artists to influence customers to purchase their products.
What Type of Endorsements are Available
So a company has offered you a deal. Awesome! But what did they offer you? There are three different tiers available for artists.
- Class C is cost plus a percentage, usually 10-15%. This is the lowest deal which offers the least amount of risk to a company.
- Class B is a cost deal; whatever it costs them to make the product is the price you pay.
- Lastly, Class A is a full ride deal, everything is on the house. This is the deal most artists want but not everyone gets. It is important to note here that some companies strictly do not offer class A deals because they feel if the artist really wants their product, getting a discount from them is better than paying full price at a retailer either in-store or online.
There is also the difference between an exclusive deal and non-exclusive deal. An exclusive deal means you are tied to that company and can’t endorse any of their competitors. If you have a non-exclusive deal, you are free to do as you please.
In my experience, I think it’s in your best interest as an artist to treat any deal you have as if it’s an exclusive deal. Let’s create a hypothetical scenario to show you why. A non-exclusive company is working with two artists: one who treats his deal like it’s an exclusive deal and is loyal to the company, the other endorses two of their competitors. The company is put in a position to highlight one of their artists for an upcoming social media takeover they want to do. Guess which one of those artists is most likely to receive that extra love from the company?
What is Expected From the Artist?
As an artist, you have expectations you must fulfill when you are on a company’s roster.
First, you must obviously use the gear in studio and on stage.
You are also required to make social media posts about the company using tags and hashtags. We live in a digital age where social media is king and companies rely on social media heavily to keep people updated and informed on product releases and any other news that is relevant to them so your posts on your pages about them are valued just as heavily.
If you’re in the studio laying down drum tracks for your new album and have a stick sponsor, take a picture from behind the kit of your sticks and talk about how tracking is going, making sure to tag and promote your company as well.
Same goes for anything you’re doing in a live setting, whether it’s a tour announcement, an onstage photo or acandid shot on the road. Giving the companies visibility while you’re out there working is exactly what the companies want to see.
In the same way, make sure to make posts on social media and your website when a new deal has been made to get that news out there and establish your relationship in the public space.
Also, anytime you are doing interviews, make sure the interviewer knows you have companies backing you so you can have that brought into the conversation. When those interviews are posted, circle back to your artist rep and send that over so that they can keep it on file, and maybe even share it to all of their followers too.
As an artist, you also need to do photoshoots so the company has images of you with their gear so that they in turn can promote you via social media and official websites. You can also use those pictures to fulfill your promotional obligations to the company.
As an endorsed artist, you also need to link the companies you work with from your official website. In the early stages, including the handful of companies at the bottom of your homepage with hyperlinked logos is more than fine. Once you start growing and have more companies supporting you, having a tab on your site dedicated to them is recommended.
Lastly, you need to include your endorsement companies in the liner notes of any physical copies of your music. You used their products to create this group of songs, it only makes complete sense to thank them for their products and support.
What is Expected From the Company?
In the same way you have to hold up your end of the endorsement deal, so does the company.
The first thing a company will do is put you up on the artist page of their website. I’m sure many of us have spent a minute or two browsing the artist section of our favorite companies seeing who is playing what gear. As an endorsed artist, you now get to join those ranks and have your name listed on their website. Depending on the layout of the page, it could simply be your name hyperlinking to your website or a full artist profile with your picture, bio and links to your music. Either way, that’s extra exposure to the company’s core audience.
Speaking of exposure, social media promotion is another way the company can give additional visibility to their artists so whenever you have an album release, music video release, tour dates or anything cool coming up in your career, send that information over to your artist rep ASAP so they can work it into their social media calendar.
If they end up doing a big media push around a product model you happen to use, there might be opportunities for them to use your likeness as well.
Additional exposure outlets come from trade shows like the NAMM Show. With so many artists wandering the convention center floor, companies like to use them to drive extra traffic to their booths so you could end up doing a signing for them alongside some of their other artists.
Another way companies give exposure to their artists through trade shows is social media interviews. While companies usually take to social media during NAMM to showcase and highlight the new products they will be rolling out for the year, they also like to take the opportunity to bring their artists to the booth to either perform or do interviews with them and talk about what’s going on in their careers, what products of theirs are currently in their rig and why they love using it. Especially with the live components of Instagram and Facebook, companies have been keeping with the times and getting on board with that to promote their artists.
A curveball in the artist-to company relationship is the potential for creative partnerships. This could be as simple as giving away company swag through social media contests to a full on takeover of the company social media pages to give their audience a look into a day in the life on the road with your band.
While it may not sound like a huge perk, having direct-to-artist shipping is extremely convenient and helpful, especially if you’re in the middle of nowhere on tour and you need a company to dropship you some products on the fly.
Lastly, what you can expect from a company is credibility. Having a company supporting you and backing you goes a long way, especially for a low to mid-level band. When other people in the industry (promoters, booking agents, management) see a company has taken a chance on you and believes you have the ability to influence people to buy their product, it makes everyone else take you that much more seriously and makes them take a bit more interest in you.
In closing sponsorships are a great way to up your game as an artist while cultivating new relationships within your industry and create new networking opportunities.
I hope this article shed some light on sponsorships and gave you some useful tips that you can put into practice in your own careers. Good luck!
Positive Grid launches Spark 2, the next evolution of their cutting-edge smart guitar practice amplifiers and Bluetooth® speakers.
Engineered for acoustic, electric guitar, and bass, Spark 2 delivers an immersive practice and playing experience. Enjoy detailed sound and an all-new upgraded speaker design powered by Positive Grid’s exclusive Sonic IQ Computational Audio technology. With an onboard creative looper, optional battery power, and intuitive AI features for tone exploration and practice, Spark 2 is the gateway to a musical experience that goes beyond expectations.
Proprietary Audio and Advanced Technology
Spark 2 represents a leap forward in amplifier design. It integrates a new DSP amp modeling engine with double the processing power, and at 50 Watts, it packs 25% more volume than the original. Positive Grid’s proprietary Sonic IQ Computational Audio delivers incredibly detailed and dynamic sound. New HD amp models, enhanced by multi-band dynamic range compression and virtual bass augmentation, redefine the sonic landscape.
Equipped with two premium FRFR speakers and reflex ports, Spark 2 offers wide stereo imaging and broader frequency response, ensuring refined bass and clear, immersive sound.
Built-In Creative Looper
Spark 2’s built-in Groove Looper features hundreds of hyper-realistic drum tracks. From basic loops to multi-layered soundscapes or the ultimate jam session, this intuitive tool inspires endless creativity. Onboard amp controls provide quick, on-the-go looping functionality.
AI-Powered Tone and Smart Jam
Spark AI revolutionizes tone exploration. Describe any desired tone in the Spark app – from practical to outlandish – and Spark AI will suggest tones to audition or download. The more it’s used, the smarter it gets, delivering the perfect sound.
Additional smart features make it easy to practice, learn new songs and improve playing skills. Smart Jam listens to the user’s playing style and generates accompanying bass and drum parts, while Auto Chords analyzes any song streamed and displays the guitar chords in real time, to make learning and practicing new songs easier than ever.
Enhanced Hardware Design and Portability
Spark 2 allows for storing up to eight customizable presets directly on the amp for quick access to favorite sounds. Perfect the tone with large, visible onboard controls for looper, EQ, gain, reverb, and more.
Designed for convenience, an optional rechargeable battery provides up to 12 hours of playtime for on-the-go sessions. The new double-thick strap and durable build ensure easy and secure transport. Spark 2 is also Bluetooth® ready, allowing for music streaming and jamming along with favorite tracks anytime, anywhere.
Multiple Outputs and Advanced Features
Spark 2 offers versatile connectivity with a headphone out for private practice, stereo line outs for external audio sources, and a USB-C port which enables it to function as an audio interface. WiFi-enabled, Spark 2 allows convenient over-the-air firmware updates, keeping the amp up to date with the latest features and improvements.
“I’ve used a ton of practice amps while touring the world for over 38 years and it was always just a technical, bland exercise,” says guitar virtuoso, singer-songwriter and producer Nuno Bettencourt. “Spark 2 is like taking Madison Square Garden wherever you go – epic and versatile.”
Color Options
Available in Pearl or Black finish with a dark weave grille and premium finish.
Special Event, Upgrade Pricing & Availability
Join the special live premiere event featuring Nuno Bettencourt and surprise guests on August 1, 2024, at 8:00 am PT/11:00 am ET. Visit positivegrid.com/pages/livestream for more details and to sign up for a reminder.
Regularly USD $299, Spark 2 will be available at special early bird pricing during the pre-order period. Registered Spark 40 owners can also receive exclusive upgrade pricing.
For more information and to sign up for pre-order alerts, visit positivegrid.com/products/spark-2.
A review of the Joyo Gloam – Sub Octave Fuzz Pedal for Bass
Disclaimer: This pedal was kindly provided by Joyo for the purpose of this review. However, this does not influence our opinions or the content of our reviews. We strive to provide honest, unbiased, and accurate assessments to ensure that our readers receive truthful and helpful information.
Introduction: The Joyo Gloam is a sub-octave fuzz pedal specifically designed for bass players, combining modern sub-octave effects with rich fuzz tones. With two independently controlled circuits, the Gloam aims to provide a versatile range of sounds, from deep, aggressive fuzz to Moog-like synth effects. This review will explore the Gloam’s specifications, controls, and overall performance, highlighting both its strengths and areas for improvement.
Specifications:
- Dimensions: 130 * 110 * 50 mm
- Weight: 403g
- Working Voltage: DC 9V
- Controls: The Joyo Gloam features a comprehensive control set designed to provide bassists with a wide range of tonal options:
- Dry Tone: Adjusts the tone of the clean signal.
- Dry Volume: Controls the volume of the clean signal.
- Sub Octave Volume: Adjusts the volume of the sub octave signal.
- Gain: Controls the amount of gain in the fuzz circuit.
- Fuzz: Adjusts the intensity of the fuzz effect.
- Bass: Controls the bass frequencies in the fuzz circuit.
- Treble: Adjusts the treble frequencies in the fuzz circuit.
- Fuzz Mode Switch: Switches between two different fuzz modes.
- Dry Tone Frequency Switch: Selects between two different frequency points for the dry tone.
Performance: The Joyo Gloam excels in its dual-circuit design, offering both a sub octave and a fuzz channel that can be controlled individually. However, it’s important to note that the octaver cannot be used without the fuzz circuit activated; the only way to solo the octaver is by turning down the fuzz while both channels are engaged.
Fuzz Circuit: The fuzz circuit includes standard controls such as gain, volume, bass, and treble, along with a fuzz mode switch that toggles between two distinct fuzz modes. While one of the fuzz modes is highly usable and delivers a rich, aggressive tone, the other mode falls short and is less practical for most applications.
Octaver Circuit: The octaver circuit features controls for sub octave volume, clean volume, and clean tone, along with a dry tone frequency switch that provides two different frequency options. This allows for significant tonal versatility, enabling bassists to fine-tune their sound to match their preferences. Despite its limitation of being tied to the fuzz circuit, the octaver produces a deep, balanced sound that stands out.
Combined Effect: When used together, the fuzz and octaver circuits create a wide range of sounds, from classic, aggressive fuzz to synth-like tones reminiscent of a Moog synthesizer. This combination makes the Gloam a powerful tool for bassists seeking to experiment with their sound and achieve unique, textured tones.
Pros:
- Versatile Controls: Extensive control options for both fuzz and octaver circuits.
- Rich Tones: Delivers deep, aggressive fuzz and balanced octaver sounds.
- Sturdy Construction: Durable build quality ensures reliability.
- Wide Range of Sounds: Capable of producing everything from classic fuzz to synth-like effects.
Cons:
- Unusable Fuzz Mode: One of the fuzz modes is less practical.
- Dependent Octaver: Octaver cannot be used independently of the fuzz circuit.
Conclusion: In conclusion, the Joyo Gloam sub-octave fuzz pedal offers a versatile and powerful option for bassists looking to expand their tonal palette. Despite some flaws, the Gloam delivers impressive sounds and flexibility. Its combination of rich fuzz and deep octaver tones, coupled with a sturdy construction, makes it a valuable addition to any bassist’s pedalboard. For those seeking a modern bass distortion with the added depth of sub-octave effects, the Joyo Gloam is a compelling choice for a very compelling price.
Visit online at joyoaudio.com/product/281.html
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Behind the Strings – Jim’s Corner…
D’Addario & Co. proudly announces the launch of “Jim’s Corner,” a captivating new YouTube series telling the 400-year-old story of the D’Addario family creating the world’s largest music accessories company. This series features Jim D’Addario, Founder and Director of Innovation at D’Addario and Co., sharing his family’s remarkable journey from 17th century Italy to a 21st century global enterprise.
In the first four episodes now available, Jim D’Addario takes viewers back to the beginning, making strings from animal guts and knotting ukulele wire as a family around the television. Countless generations carried the passion forward until the 1970s when the company made it official and never looked back. Jim recounts the creation of strings that inspired legendary riffs, including one by The Who, the launch of Darco strings, the merger with Martin Guitars and the company’s humble beginnings with his wife, Janet and brother, John. Jim D’Addario’s firsthand accounts provide an intimate and personal perspective on the milestones and challenges that shaped D’Addario into the revered brand it is today.
Episode Highlights:
- Episode 1: The Early Days in Italy and the Move to America
- Episode 2: Inspiring Iconic Riffs and Legendary Partnerships
- Episode 3: Launching Darco Strings and Merging with Martin Guitars
- Episode 4: Building the D’Addario and Co. Legacy
Watch & Subscribe Now:
Join us in celebrating this incredible legacy by watching the first four episodes of “Jim’s Corner” on YouTube. New episodes will drop every month so please subscribe to our channel to ensure you don’t miss any future episodes and exclusive content from D’Addario & Co.: www.youtube.com/@daddarioandco
Gear News
Gear News: Aguilar Amplification Unveils Limited Edition NYC Gold Skyline Tone Hammer Preamp
Aguilar Amplification announces the release of the Limited Edition NYC Gold Skyline Tone Hammer Preamp pedal. Hand serialized 1-100, this exclusive edition celebrates Aguilar’s deep roots in New York City with a tribute to its iconic landmarks and vibrant spirit.
Born in the heart of NYC and raised on the road, the Tone Hammer Preamp DI has been an indispensable tool for bassists seeking inspiring tone and versatility. The new Limited Edition Gold NYC builds on this legacy with striking custom graphics encapsulating the essence of New York City. Featuring iconic landmarks from the Statue of Liberty to the Empire State Building, this pedal is not just a tool, but a piece of art embodying the soul of the city. Each unit features a sharp platinum silkscreen over a stunning matte gold sparkle finish, that is as visually captivating as it is sonically powerful.
The Tone Hammer is an essential preamp/direct box for every bassist’s toolbox. The Tone Hammer features fully sweepable midrange frequencies in addition to bass and treble controls. With the Tone Hammer’s pristine D.I. players are set for either studio or stage. To give this tone shaping unit the ultimate flexibility we introduce our proprietary Adaptive Gain Shaping circuitry (AGS). AGS allows the player to kick in an additional gain structure and EQ with the “stomp” of a button. You can go from modern slap sounds to vintage or overdriven. 18-volt operation gives the Tone Hammer plenty of headroom to reproduce the most dynamic playing styles. Separate gain and master controls allow players to dial in just the right gain structure for any instrument.
Aguilar Amplification’s Jordan Cortese adds, “With only 100 hand-numbered units available, this third iteration of our NYC edition Tone Hammer is a collector’s dream. “It’s a homage to our city’s monumental influence on music and culture and celebrates the craftsmanship and the story of Aguilar”.
Street price: $299.99 For more information, please visit www.aguilaramp.com
Gear News: Future Impact V4 Guitar & Bass Synth Now Available in the U.S.
Interview With Barker Bass’s Inventor and Writer Lee Barker
Working-Class Zeros: Episode #4 – Boutique and Vintage Basses, Dress Code for Summer Gigs
Gear News: Ibanez & Graph Tech Launch Multi-Scale Bass with Cutting-Edge Tuning
Album: John Entwistle, Rarities Oxhumed – Volume Two
July 22 Edition – This Week’s Top 10 Basses on Instagram
Gear News: Positive Grid Launches Spark 2
Gear Review: Exploring the Joyo Gloam – Sub Octave Fuzz Pedal for Bass
Alberto Rigoni On Unexpected Lullabies
