UNDER THE LABEL

brand partnerships

WHO

Marketers, Promoters,

& Advertisers

WHAT

Labels make agreements with other businesses or companies in which artists promote products while creating new content.

Record Label
Business
Creative

THE BASICS

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JOBS

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VP OF BRAND PARTNERSHIPS

Their role is to plan, develop, and implement innovative and effective brand partnerships.

The VP serves as the primary point of contact with artists and management regarding brand partnership activities.

DIRECTOR OF BRAND PARTNERSHIPS

The Director is responsible for the development and execution of strategic marketing partnerships and campaigns. They work with brands and agencies to create new content and drive new business.

A DAY IN THE LIFE OF BRAND PARTNERSHIPS

Intern @Primary Wave

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“A Brand Partnership is a mutual agreement between two or more businesses or organizations. Through these partnerships, companies help one another to increase brand exposure, break into new markets, and add extra value to products/services.”

 

Brand Partnerships can vary from sponsorship deals in which artists commend products, to arrangements that record companies bring to bear the width of their developing artist rosters (boards with the names of their developing artists) and create new content.

 

Some labels include this department in their companies, while some others choose to work with companies that offer Brand Partnership services.

THE TASKS OF THE BRAND PARTNERSHIPS DEPARTMENT

Whom they work with and what they do 

BRAND PARTNERSHIPS

Some of their goals are:

- to service music clients that work under the label by developing strategic marketing campaigns and successful partnerships with brands

- to work directly with artists

- to understand their clients and their audience, which will provide the best experience for their partners and measurable results

SERVICES

- Tour Partnerships 

- Exclusive Content

- Unique Promotions

- Live Event Activation and Engagement

- VIP Experiences

- Social Media Campaigns

- Brand Ambassador Programs

- Public Relations (PR) Campaigns

- Corporate Performances

- Licensing Partnerships

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SKILLS

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TIME SPENT

CHECKLIST

Is a degree required?

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Is a degree recommended?

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The recommended majors for

Brand Partnerships are in marketing, business, or in another associated area. 

Some related courses that can be helpful in this position are on topics like communication methods and technology, marketing, and consumer behavior.

TIPS ON BRAND PARTNERSHIPS

  • Creativity is important. Think outside of the box, try to create something that has never been done before

  • Be persistent. Sometimes others won't immediately be convinced by your ideas, and it can take a while to get a yes. Many members of the team reached out to brands and had to wait a while for their reply. You can expect a lot of back and forth communication.

Something most people don’t know about Brand Partnerships:

  • The amount of creative brainstorming that belongs to the job

  • The legal aspect of everything, there are a lot of contracts for agreements between brands and the artists

  • You have to be aware of every single opportunity that can come up

  • On holidays, partner with brands that celebrate these days (e.g. National Women's Day)

GLOSSARY

Brand Partnership

A mutual agreement between two or more businesses or organizations.

Artist Roster

An artist roster is a list of artists that are signed to a certain label. This includes established, as well as developing artists.

Written by Fran & Annie
Published June 17th 2021
Copyright © 2021 Coda Collectiv.