Music In Advertising
Music In Advertising
Selling In, Not Selling Out: Using music to boost advertising and marketing can have enormous positive results for brands and bands. In fact, matching bands with brands is one of the hottest and fastest growing areas of the business today.
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. Such recent associations include Madonna with The Gap, Feist with Apple, Goldfrapp with Target, Prince with Verizon and Rihanna with Cover Girl.
Increasingly, advertising, brand and marketing executives need to know how to create win-win deals.
Producers, Artist Managers and Artist Reps
Record & Music Publishing Executives
Brand and Advertising Executives
Those seeking music placement opportunities
- How brands identify and secure an artist to “headline” (or be an integral part of) an ad campaign.
- How to “A&R” a brand and connect consumers to brands through the emotional power of music
- Case studies: what worked, what didn’t and why (Adidas with Madonna)
- Make the Pitch: How to prepare a brief and package ideas to attract and secure a brand
- How artists and their reps can add value to an ad campaign
- Deal points: money, splits, budgets, fee ranges, negotiation tactics
- How to broker the best deal
- Things to avoid
- When art meets commerce: accommodations artists and brands must make and how to increase the impact and marketability of music
Some benefits you will receive:
- Access to top music-brand executives cutting-edge strategies
- Demystify deal-making: learn which rights you need to proceed
- Hear world-class music-brand strategies
- Form alliances and partnerships for your music or brand, expand your Rolodex
Most importantly, this program gives you practical information you can apply immediately to make better pitches and work with ad agencies and brands NOW.
Jeff Daniel, President, Rock River Music
Jason Zada, Director at Tool, former Executive Creative Director and Founder of EVB
NARIP PROGRAM NUMBER: P282
PROGRAM DATE: March 12, 2009
PROGRAM TIME: 1 hour, 53 minutes, 39 seconds (1:53:39)
HANDOUT: 18-page PDF document includes case study, tips for music brand success, and music-brand company directory and three articles.
QUESTIONS? Call 818-769-7007 or contact NARIP
SOURCES FOR MORE INFORMATION
Jeff Daniels, President & CEO, Rock River Music
Jeff Daniel is President and CEO of pioneering music branding agency Rock River Music. Under Jeff’s leadership, Rock River has stayed at the forefront of non-traditional retail music distribution. Beginning with Gap and Pottery Barn in 1995, Rock River was the first company to produce branded CDs for retailers. Since then, Jeff has solidified Rock River’s position as the leading music-based marketing strategy firm for major retailers and brands. Jeff also oversees Rock River’s full service record label, Rockr Music, which recently released Bob Marley’s “Roots, Rock Remixed,” the first ever Bob Marley remix project sanctioned by the Marley family. Rock River guides music strategy as Global Music Directors for Fortune 500 brands and produces branded CDs, branded media players, music download promotions, music-based podcasts and other music promotions for such brands as Adidas, The Gap, Pottery Barn, Banana Republic, W Hotels, Ford, Wells Fargo, Volkswagen, Chrysler, Williams-Sonoma, Old Navy, Jaguar, Jose Cuervo, Southern Comfort, Sprite, Radio Shack, Sprint and many others. Jeff also serves on the board of Youth Speaks, the nation’s leading nonprofit presenter of Spoken Word performance, education, and youth development programs. Jeff is a graduate of Brown University and a recipient of Time Inc.’s Marketing Achievement Award.
Jason Zada, Director at Tool, former Executive Creative Director and Founder, EVB
Starting in the early ‘90s, Jason began his career in the early days of the Internet. He worked with dozens of advertising agencies until 1998, when he started design boutique spyplane. A year later, spyplane was acquired by ZEFER. Upon leaving ZEFER in 2000, Jason met up with Daniel Stein and formed EVB, a digital content marketing agency. For the last 8 years, Jason has been at the helm as founder and Executive Creative Director of EVB, which is globally recognized for its innovative creative and production. EVB has produced work with Crispin, Goodby Silverstein and Partners, BBDO, and just about every other major advertising agency. During his tenure, Jason led the shop to produce a variety of award wining work for clients such as adidas, Wrigley, Old Spice, VO5, 2k Sports, Burger King, A+E, MTV, Levis and dozens of other high-profile brands. Omnicom acquired a majority stake in EVB in 2006. Recently, Jason directed the infamous dancing elf that has been seen by 193 million people in only 6 weeks, making the project the most successful viral Web site of all time. Jason has had the pleasure of directing campaigns for brands like 2k Sports and adidas that take advantage of his deep understanding of advertising and digital content. Jason brings a unique perspective of storytelling to the industry having worked on both sides of the business. Jason has won over 50 industry awards and appeared in Boards Magazine, Shoot Magazine, Communication Arts, the New York Times, Contagious and many books, magazines and newspapers. He frequently speaks at a variety of industry events including Cannes Lion Festival and South by Southwest. Jason lives in Mill Valley, California with his wife, two crazy children and a small smelly black pug named Cleo. One day Jason will finish the screenplay he started when he was 8 years old.
Program music courtesy of The G-Man (Golosio Music Publishing, BMI)
The National Association of Record Industry Professionals promotes
career advancement, education and good will among record executives.
LEGAL LANGUAGE & END USER LICENSE AGREEMENT: The National Association of Record Industry Professionals ("NARIP") holds the copyright on our audio and video programs, photographs and written materials. You may not photocopy or otherwise duplicate or redistribute written materials or audio or video content, or any content whatsoever, from NARIP programs without prior written permission from NARIP. (c) NARIP 2019, all rights reserved. NARIP grants buyer a non-exclusive perpetual personal-use license to download and copy the accompanying audio(s), video(s), photo(s) and / or document(s) (collectively, "NARIP Media") subject to the following restrictions: This license is for personal use only. Personal use means non-commercial use. NARIP Media may not be used in any way whatsoever in which you charge money, collect fees, or receive any form of remuneration or tuition. NARIP Media may not be used in advertising. NARIP Media may not be resold, re-licensed, or sub-licensed without prior written authorization. Title and ownership, and all rights now and in the future, of and for NARIP Media remain exclusively with NARIP. There are no warranties, express or implied. NARIP Media are provided 'as is.' Neither NARIP, its officers, contributors of accompanying materials nor guest speakers will be liable for any third party claims or incidental, consequential or other damages arising out of this license or buyer's use of NARIP Media. NARIP Media may not be distributed within or outside of any organization, including at schools and universities. For licensing inquiries, please call 818-769-7007 or email email@example.com with "License Request" in the subject line. DISCLAIMER The information contained in the foregoing materials is provided solely for educational and general information purposes and shall not be deemed legal or accounting advice, or a solicitation for business by NARIP or any of the attorneys, CPAs or other certified professionals who present information at NARIP programs. NARIP and all such speakers shall not be liable for any damages resulting from the use of such information contained in these materials. Neither the presentation nor receipt of the foregoing materials creates an attorney?client or CPA-client relationship. In addition, please note that the information provided in the foregoing materials may not reflect the most current developments in the law and accounting, and are general in nature and, accordingly, said information should not be relied upon or construed as legal or accounting advice, and is not a substitute for obtaining legal advice from an attorney or accounting advice from a CPA licensed in your state. Some NARIP programs may use fictional situations for illustrative purposes only. NARIP assumes no liability or responsibility for any errors or omissions in the contents of the foregoing materials.