Published: Friday - April 4, 2008
Words by Donny Goines
Blog by Donny Goines Photo: Don Michaels
I just recently had another meeting with my boy Tone Capone (a really smart dude, if you ever get the chance you should pick his brain) about his new company he launched called Music Industry Online. Basically the website is a resource tool used to supply you with the contact information of people at major companies who sponsor or work with emerging artists. Many companies such as Red Bull, Hennessey, etc. usually implement marketing campaigns that involve hip-hop and are always looking for artists to help endorse there product or services. This is a great way for you to make some money and raise public awareness.
Many tours (Paid In Full, SXSW, Rock the Bells) if not all, usually have corporate sponsors who provide money and or other products to artists who participate and why shouldn't you? A lot of times you see commercials or advertisements from relatively unknown or "emerging" artists (a good example would be the Rhapsody ad with The Cool Kids) and it's really a great marketing tool on both sides of the fence. Normally, companies don't have to spend large amounts of money on well established artists and they can attach there brand to someone that's on the rise. On the other hand, this helps the artist broaden his or her fan base and also provides things that you may need to help you take it to the next level. I know what most of you are thinking though (cause I thought the same) "How can I contact these companies?" and the answer may be easier then you think.
Realistically, you can hire someone to do this for you (This is what Jay-Z and Steve Stoute's new company does, Translation Marketing) or you can take a semi pro active approach (such as using a company like Tone's), but when you are in a position like mines (where you can't afford other peoples services), you can do it the old fashion way. Reach out yourself. It's not that hard really. All of these companies have reps who can give you information or certain contacts numbers/email, so you can reach out. Also, you can research and find out what companies campaign heavily with emerging artists (this can be done on Google) and approach them accordingly. At the end of the day, many companies are looking for the most inexpensive way to advertise and if you have your ducks in a row, you may have a shot. Now will people always respond to you when you reach out? Probably not, but at the end of the day, does it hurt to ask? What's the worst that can happen? They say no? The bottom line is that there are many opportunities out there (domestic or abroad) that you may be lucky enough to take advantage of. All it takes is contact information and a proposal. It's that simple. Although some may be unattainable at the moment, you can start off with new or less popular brands and work your way up. It's all about your grind, music and approach.
When I speak to Tone I always pick up something from him. Although my focus is elsewhere at the moment, you best believe that I am looking for those sponsors out there and if any companies happen to see this let's talk ;-)
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