Evolving Deals in Licensing & Branding: A Behind-The-Scenes Look
From NARIP's "Bands, Brands & Beyond" Expo
Session 3 of 4
This is the third session 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.
MP3 Audio with PDF documents in a zip file
How can artists and their reps access billion dollar brands? How can brands access appropriate talent? This NARIP session focuses on how brands use music to heighten their "cultural awareness" and capture the attention of consumers, and what artist reps need to know to appeal to brands and provide relevant marketing solutions. THIS PROGRAM COVERS THE FOLLOWING TOPICS:
- What brands want
- How to approach a brand
- 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
Photo (L-R): Tuna Music & Partners Founder & President Mike Tunnicliffe,
Ricall VP of Business Development Ed Razzano and
NARIP President Tess Taylor
Ed Razzano, VP of Business Development, Ricall
Mike Tunnicliffe, Founder & President, Tuna Music & Partners, and Advertising Age Columnist PROGRAM DATE:
November 10, 2008
HANDOUT: Yes, includes a 27-page handout with 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. Also includes a 58-page PDF specifically from this session detailing how to create value for brands and use music as a "marketing solution" to create win-win deals for all parties.
1 hour and 20 minutes (1:20:11)
ABOUT THE SPEAKERS:
Ed Razzano, VP Business Development, Ricall
Prior to joining Ricall, Razzano was a Senior Director at BMG Music Publishing in New York where he was responsible for negotiating synchronization licenses for advertising and merchandising in the US. While at BMG Razzano gained extensive international experience as he was also responsible for international clearance of all BMG’s US repertoire for music in advertising campaigns around the world. Razzano’s more than 15 year music industry experience is drawn from far beyond his time at BMG Publishing; He started his career at a TV commercial editorial house, Crew Cuts Film & Tape, then went on to join the music department of one of the world’s largest advertising agencies at the time, DMB&B. Razzano’s experience was then fortified by positions at CBS Television as well as Universal Music Publishing and Independent music publisher, Spirit Music Group where as Senior Creative Director he oversaw all the film, television and commercial synchronization licensing.
Ricall – where Razzano works today - is an automated online music licensing platform, supported by real-world music licensing experts. It’s not just an amazing online diverse music library, it’s a new way for buyers and sellers of music to connect and communicate with each other in a non-intimidating and user-friendly way.
Mike Tunnicliffe, Founder & President, Tuna Music & Partners, and Advertising Age Columnist
A former CEO level agency executive, Mike Tunnicliffe is a leader in alternative marketing solutions and brand partnerships in the entertainment business. He co-writes a regular column for Advertising Age and a blog ‘Bands & Brands’ that gives in depth views on the latest happenings in brand-music partnerships and new business models in the music, entertainment and brand communications businesses.
Nominated by M&M Europe as “one of the top 100 most influential people in global advertising and marketing”. Leading international advertising magazine Campaign honored Mike by adding him to their “A List” of most influential people in today’s advertising and marketing business.
His New York and London based management company, Tuna Music LLC, advises agencies, brands, entertainment properties and businesses and musical artists on marketing, business strategies, partnerships and revenue creation opportunities. He works directly with some leading music brands, including a Grammy-winning multi-platinum selling urban star, a high profile rock act, some leading urban "divas" and the world's largest online music licensing platform Ricall.
He is also a partner in leading Los Angeles-based independent branded entertainment and alternative marketing company: The Sheppard, which works with clients and marketing communications businesses to create and execute branded content and alternative marketing solutions and with event, IP owners, entertainment businesses and corporations to create new revenue streams and business opportunities.
CONFIGURATION OPTIONS FOR NARIP'S "Evolving Deals in Licensing & Branding" program:
$29.95: MP3 only with PDF docs in a zip file - scroll down, add to cart and buy now (electronic transcript available soon)
BUY NOW: Click the ADD TO CART button below to complete your purchase online using PayPal. Alternatively, please call 818-769-7007 to make a purchase by phone using any major credit card, or mail a check payable to NARIP to POB 2446, Toluca Lake, CA 91610-2446 USA. If mailing a check, please be sure to indicate which program(s) you are purchasing!
Program music courtesy of The G-Man (Golosio Music Publishing, BMI)
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