Bands, Brands & Beyond 2010: Tena Clark

Bands, Brands & Beyond 2010: Tena Clark


Once taboo, brand associations and advertising are embraced by today’s savvy recording artists and their reps to increase exposure to their music and advance their careers. The Black Eyed Peas, for example, have been called “the most corporate band in America” (Wall Street Journal, April 16, 2010). Learn how and the band became the face of Samsung, BlackBerry, Bacardi, Apple and Target.


In this first session of NARIP’s Bands Brands & Beyond 2010 Expo, Tena Clark discussed setting music strategy for brands such as McDonald’s, Mattel, Procter & Gamble, 7Up, Target, Toyota, Victoria’s Secret, Subway, United Airlines and AARP. Ms. Clark is Founder & CEO / Chief Creative Officer of DMI Music Branding Group.

Increasingly, advertising, brand and marketing executives need to know how to create win-win deals.

That’s why NARIP assembled some of the music, brand and advertising world’s top executives and deal architects to discuss how to pair music and artists with brands. These experts guide attendees through the opportunities available and the complex rights area. They provide insight into how to use brand association for new and established acts, how to create win-win deals and give a glimpse into what the future of music-in-advertising may hold.

This session answers how artists and their reps can access billion dollar brands, and how brands can access appropriate talent. This session focuses on how these deals are done, who does them, how they work and what they cost.

Deals done right and deals gone wrong are examined in detail with case studies, checklists and proven templates.

Don’t miss this opportunity to hear top producer, music and brand executive TENA CLARK whose insight and experience can help take your campaign to the next level.

Advertising Executives & Creative Directors
Brand Marketing & Creative Executives
Record & Music Publishing Executives
Music Attorneys and Deal-Makers
Producers, Artist Managers and Artist Reps
Professionals who want greater insight into current and future trends,
and who wish to enhance their core skills to achieve outstanding results.

    • How to “A&R” a brand and connect consumers to brands through the emotional power of music


    • 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


    • Rights and licensing issues


    • Who puts these deals together, and how? Top deal-makers speak out


  • When art meets commerce: accommodations artists and brands must make
  • Alternatives to 360 deals


Some benefits you will receive:

    • Demystify deal-making in the music business – learn which rights you need to proceed


    • G a rule book for success, including case studies, checklists, deal points, do’s and don’t’s to create successful promotions and marketing campaigns with music


    • G a list of the best music-brand integration companies


    • Hear a CEO’s perspective and world-class music-brand strategies


    • Hear a specialist who sets music strategy for brands and designs big creative concepts


*Hollywood Today Publisher & Editor Jeffrey Jolson-Colburn notes that NARIP’s Rolodex is “the size of an SUV.” Click here to read what other people say about NARIP.

PROGRAM DATE: November 15, 2010
PROGRAM TIME: 2 hours, 20 minutes, 14 seconds (2:20:14)
HANDOUTS INCLUDE (39 pages total):


  • With The Brand by Josh Rabinowitz
  • Upfront Feature: 6 Questions with Marcus Peterzell
  • Nine Tips For Cracking A Campaign With Your Tunes by Josh Rabinowitz
  • Most Important Elements of a Marketing Plan by Tess Taylor
  • 8 Points To Consider When Marketing A Record by Jason Spiewak
  • Sample Marketing Plan 1
  • Sample Marketing Plan 2 submitted by Blinker Interactive
  • Case Studies submitted by Touch / A Muzak Co.
  • Case Study: Groove Armada / Bacardi Deal by Philip E. Daniels & Phil Ashcroft
  • Case Study: Vanity by Lynda Stenge
  • Use Audio Strategically To Build Brand Identity by Martin Pazzani
  • A More Powerful Way To Use Music In Ads by Martin Pazzani
  • Top Tips For Music Brand Success by Heidi Richman
  • Music-Brand Company Directory
  • Music Placement and Song-Plugger Directory
  • Recommended Reading & Resources
  • Executive Profiles


Call 818-769-7007 or contact NARIP


DMI Music & Media

Tena Clark, CEO & Chief Creative Officer of DMI Music Media Solutions; Composer/Lyricist

What musical touchstone does President Barack Obama, the most powerful ruler in the world, share with Aretha Franklin, crowned the greatest singer of the rock era by Rolling Stone Magazine? The answer is the music expertise of Tena Clark. The company she founded, DMI Music & Media Solutions, programs the President’s music for Air Force One, and Clark also recently produced the Queen of Soul’s most recent album. Patti LaBelle, Aretha Franklin, Chaka Khan, Natalie Cole, Jennifer Holliday, Gladys Knight, CeCe Winans, Dionne Warwick, Patti Austin, Stephanie Mills, Yolanda Adams and Rev. Shirley Caesar are among the iconic recording artists for whom Clark has written and/or produced. In 2009, Natalie Cole was honored with two GRAMMY awards for Still Unforgettable, executive-produced by Clark. A musical compass has guided Clark from rural Mississippi to Hollywood. Beginning at age five, she would visit New Orleans with her mother, a songwriter from the big band era, where she absorbed the city’s intoxicating rhythms. Her first professional gig at 15 was playing drums at the Crescent City’s famed Roosevelt Hotel. Since then, Clark has excelled in multiple genres across an breadth of mediums. Highlights include penning award-winning country hits, contributing to multi-platinum movie soundtracks including Hope Floats, The Five Heart Beats, Where the Heart Is, and My Best Friend’s Wedding, writing for television shows like Desperate Housewives, and creating the instantly recognizable national campaign theme, “Have You Had Your Break Today,” for McDonald’s. In homage to her musical and spiritual roots, Clark produced Church: Songs of Soul and Inspiration that included classic soul artists like Patti LaBelle and Chaka Khan plus contributions from Pulitzer Prize winner, Dr. Maya Angelou and Toni Morrison. A stratospheric anthem from this collection, “Way Up There,” written and produced by Clark and performed by Patti LaBelle, was nominated for a GRAMMY award. “Way Up There” was originally commissioned by NASA as their theme song. Clark, a preeminent songwriter, is one of the rare female producers in the music business, and is among the most influential women in American media. Recently, Clark was named “Entrepreneur of the Year” by the Committee of 200, a prestigious group of the highest ranking women executives in successful private and public companies. Also, Clark recently launched “Twist, An American Musical” to rave reviews in Atlanta; Clark is the composer and lyricist. “Twist” was directed and choreographed by Debbie Allen. As CEO/Chief Creative Officer for the industry leader DMI Music & Media Solutions, the company she envisioned 13 years ago, she is involved with every imaginative aspect of the forward-thinking firm’s endeavors. But she is never far from her recording studio and her world-class campus. Writing eloquent songs and producing remarkable artists is at the heart of her musical soul.

Program music courtesy of The G-Man (Golosio Music Publishing, BMI)


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