If you can find a copy of the August 2007 issue of Modern Drummer, there's an excellent article there about endorsement deals. Plenty of useful info and tips there! The feature is titled, "Getting 'The Deal': The Music Industry's Endorsement Game".
I'll share an excerpt from this feature...
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Source: Modern Drummer, August 2007 issue, page 127.
9 Tips For Success As An Endorsing Artist, by John Wittman*
1. Develop a clear vision of yourself. Know who you are, determine your own sound, and devote yourself to music: the songs, the group, the sound, your students, and your career. Once you're making a living playing music and have something to offer others, then move on to tip number two.
2. Ask yourself why you're seeking an endorsement. What do you bring to the table that would matter? What attributes do you have as a person and an artist that would make you valuable to a company?
3. Do you have an established career in music? (Be realistic.) How long have you been in your current band? How many thousands of recordings were sold last year with your name listed? Are you currently on a major tour? If you're still in school, stay focused on your music and forget about endorsements.
4. A great
player is not necessarily a great clinician. It's important to manufacturers that those who call themselves clinicians are indeed artful and effective at this pursuit. Before you ask for clinic support, have 100 clinics under your bet - and make sure that belt is a black belt in the art of teaching.
5. If you want to be an endorsing representative of a company, you must know and respect who you'd be representing before you even approach them. Become an expert of the company whose instrument you play. Know its history, philosophy, current artist roster, and position in the marketplace. Study the roster of artists on the company's website. Do you fit in with that roster?
6. Establish a rapport. Introduce yourself to the company's staff at trade shows -
without presenting a package or even mentioning the word "
endorsement." We assume, if you're talking to us, that you can play. In an endorsement context, you need to establish yourself as a businessperson. We would know what it would be like to work with you.
7. Prepare a well-crafted promo package. It should include a short cover letter, a bio, a recording, a photo, and the URL to your web site. Take time crafting this package; it creates your first impression. Do some background work to be sure you're sending the package to the correct person, and that you have that person's correct title and the correct spelling of his or her name.
8. Don't expect free instruments or to be paid money in return for playing a company's instrument. Artist discounts will be discussed after your package has generated interest. And remember that companies expect endorsing artists to play their instrumnets exclusively, to mention their companies at educational events, to thank the company for their support, and (when possible) to include the company's name on recordings.
9. Keep focused on the music while paying attention to your sound and to your business skills. Music manufacturers are, above all, interested in being represented by good, professional musicians who truly love the tools of their trade.
*John Wittman is manager of artist relations and education for Yamaha's Band & Orchestral Division.
