In recent years sponsorship and endorsements have become an increasingly important part of the industry, in financial term. The system has spread through the whole spectrum of the business, from two gig Myspace bands being ‘endorsed’ by a friends clothing line right the way to massive high profile deals; a la U2 and BlackBerry, Macca and Amex.
Skip Curtis spoke with Alex Byford, head of UK artist relations for supremo string manufacturers ‘Ernie Ball’ about his thoughts and feelings on the importance of sponsorship, and his tips on how to get a deal.
DR: How did you get involved with Ernie Ball? How long have you been with the company?
Alex: I worked here 20 years ago for a few years so this gave me an insight into this industry, after that I went off to do other things like touring and living abroad, I came back in 2007. I got involved in the A & R side of things in 2008, initially just looking at bands that had applied for endorsement deals, and then onto the decision making process and looking after our artists on a day to day basis.
DR: How does it work when you sponsor an act, is it a discount process or just simply free gear? Do you promote all your sponsored acts through your websites and other outlets?
Alex: We’ve got several levels of endorsement, from discounted deals to full (free) endorsements. Depending on where you’re at as a band at the application time will depend on which deal we can offer.
For instance Keane came to me a year or so ago, and due to their past successes it was a simple decision to get them straight onto a full endorsement, same with a band like the Enemy. But there are bands coming through now who have deals that will soon be up for review and hopefully we can take them onto another level.
DR: What do you look for in any acts you sponsor?
Alex: In a word – attitude Not arrogance, but a work ethic attitude. Some bands make a real effort to get themselves out there, work hard for their fans and ultimately for themselves, and some bands think it’s an easy way to make easy money – which it isn’t.
For the most part it’s a slog, inevitably up and down motorways in a rusting transit, and if you can get through that, remain friends and generate a fan base you’re getting it right.
I get a lot of half arsed requests from bands who can’t even spell our brand names correctly, and my initial thought is that if this is the amount of effort you put into your business application, how much do you really care?
DR: What are some things acts can do to stand out when looking to attract a high profile sponsor such as yourselves?
Alex: I think honesty.
If you bullshit about the gigs you’ve done and the success you’ve had you’ll get found out. I look into every application I get and I do my digging on the bands to see whether they’re trying it on, or alternatively if there is genuinely something there we can work with.
DR: How does the process of sponsorship work when you find an act you`d like to sponsor? Do they come to you, or will you approach them?
Alex: With world leading brands like Ernie Ball and Jim Dunlop I rarely have to go out looking for bands. The bands generally use the products already and want either discounts or “hot swaps” for when they’re out on the road.
Alternatively I may be at a gig where one of our bands is playing and another band on the bill may catch my eye, if I think there is something there I’ll approach them. They may already have an existing endorsement and that’s fine, I’m not one for treading on toes, but if they don’t then we’ll talk.
DR: Merchandising and product placement have become a major part of the industry in recent years, how important do you feel it is for acts to try and attract a brand to help further their careers?
Alex: I think the Red Bull Bedroom Jam, Relentless and Vans tours etc can only be a good thing to break new bands, but they’re quite transitory in as much as it’s a 2 week blast and the brands will move to the next thing that they’re promoting at the end of the tours.
DR: Many bands and artists have been accused of ‘selling out’ by cashing on high level sponsorships. What are your feelings on sponsor selection and making the right decisions when offered a deal?
Alex: Fair play to them, if they can write a song and somebody gives them enough money to pay off their mortgage because of that song, who am I to chastise them?
DR: Any tips for 2010?
Alex: The beauty of this job is I get to hear so many bands that I might otherwise not – ok, some are pretty awful and no, I’m not naming and shaming, but there are some real gems out there.
Sonic Boom Six, The King Blues, Attack! Attack!, My Passion and The Guns are all ones to look out for.
DR: Your alternative classic album?
Alex: Up The Bracket – The Libertines, not so alternative these days, but a shot in the arm (if you’ll pardon the phrase) when it was released
If there was anything you`d of liked us to ask Alex, please get in touch and let us know.
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