PROGRAM DESCRIPTION

This is the first session (a panel discussion) from a full day devoted to artist development through association with brands.  Throughout the day, best practices and developing methods to use music to boost advertising and marketing for brands and bands was discussed, and how to create win-win deals for all parties. 

• What brands want
• How to approach a brand
• What brands spend: music and marketing budgets
• What’s working and what isn’t
• Selling in, not selling out: what deals make dollars and sense
• How to prepare a brief and package ideas to attract and secure a brand
• How artists can add value to an ad campaign
• When art meets commerce: accommodations artists and brands must make

Five (5) music-brand case studies  (Groove Armada / Bacardi, TAG Records / Proctor & Gamble, Vanity,  Kim Crawford Wines, AARP / Tony Bennett), list of top tips for music-brand success, 4 articles, and directory of companies that organize and broker music-brand deals.

NARIP PROGRAM NUMBER: P77
PROGRAM DATE: November 10, 2008
PROGRAM TIME: 1 hour and 25 minutes (1:25:31)
QUESTIONS? Call 818-769-7007 or contact NARIP
SOURCES FOR MORE INFORMATION
NARIP

Tena Clark, Founder & CEO/Chief Creative Officer, DMI Music Branding Group

As Founder and Chief Executive Officer/Chief Creative Officer of DMI Music & Media Solutions, Tena Clark drives the company’s strategic direction. DMI expresses her vision of combining the power of music, digital entertainment, and non-traditional distribution to connect brands to consumers wherever they are. Clark has bridged music and marketing throughout her colorful career. Whether composing and producing milestone commercial campaigns such as McDonald’s “Have You Had Your Break Today” or her years of writing for film and television, with credits that include My Best Friend’s Wedding, Where The Heart Is, Hope Floats, French Kiss, Twins, CBS This Morning and Entertainment Tonight, Clark has connected to audiences through music and has become a thought leader on the power of music branding. Clark’s musical expertise and understanding of audience preferences have also resulted in the gold- and platinum-selling songs she has penned for many of the music industry’s leading artists. Most recently, Clark was the executive producer for the highly anticipated albums Still Unforgettable from Natalie Cole and This Christmas Aretha from Aretha Franklin. She also composed an original song for the Desperate Housewives soundtrack, recorded by LeAnn Rimes, produced Dionne Warwick’s first holiday CD, My Favorite Time of the Year, as well as Church: Songs of Soul & Inspiration, a dual music CD and CD-ROM box set featuring Maya Angelou, Toni Morrison, and top African-American female artists such as Patti LaBelle and Chaka Khan erforming a collection of favorite R&B, pop, and gospel songs. Clark wrote and produced the single “Way Up There,” recorded by Patti LaBelle for the Church CD that was nominated for a GRAMMY® Award.

Under Clark’s auspices, DMI has pioneered the use of music in branding for over 10 years, delivering music solutions for some of the world’s biggest brands such as United Airlines, AARP, Victoria’s Secret, Subway and many more. Offering a range of capabilities to help brands develop an overall sound strategy, DMI has the music, will get the music or create the music a brand needs to reach today’s media-saturated consumers. Branding boils down to an emotional connection. And everyone knows a good brand when they hear it. DMI’s philosophy is that the greatest way to create loyalty is through emotion, and the greatest way to create emotion is through music.

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