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
Music Attorneys
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

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


Ad Age Article
Bands & Brands Blogspot

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)


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