HOW TO GET AN ENDORSEMENT
Find out what makes a company want to sign one artist over another. Learn how to get an endorsement when you're not a known artist. Learn how to approach a company and who to talk to.
Ah yes, the elusive endorsement. When I was a pre-teen staring at my Van Halen, KISS and Iron Maiden posters, I dreamt of one day having the red Paiste logo on the bottom of my cymbals just like my heroes. It was a validation, a sign of success and it meant I’d have brand new cymbals! At 13 years old I was washing dishes at a family friends restaurant in order to earn money to buy drum gear. I could not afford the top end 2002 series that had the red logo, so I got the 505 series, which had a green logo. But it did have the logo.
Why do you want an endorsement? What are your motivations? The status, the validation, the free gear? More importantly, why would a company give you an endorsement? In the dictionary definition, an endorsement means to lend one’s name or credibility to a product or person, like one politician might endorse another. When you are seeking an endorsement from a music equipment company, you are asking them to lend their name, reputation, time and resources to you and your career. Back to my childhood story, I saw Alex Van Halen play Paiste, so I wanted to play Paiste. Alex was a good investment for Paiste because he was a great advertisement to young musicians like me. What do you have to offer them? How visible are you? Do you tour, perform on television, have a large social media following? What is your value?
I always look at approaching drum companies like asking a mob boss if you can date his daughter. Be polite, respectful and patient. That attitude combined with an aggressive pursuit of your career will get you noticed over time.
Build The Relationship
When I got one of my first professional gigs, the manager told me that the artist would pay for my sticks and heads while I was on tour. However, I did not have a stick endorsement so I was getting them at a local music store, although at a discount, it was not as much as an Artist Discount. The artist would pay for sticks at a discounted rate, but not at what I was currently paying for them. So if I wanted to have my sticks paid for, I had to get an endorsement. I had already been in contact with my company of choice over the previous year or so. It was slow going. I told them my current situation and that if I could not start some sort of relationship with them I’d be forced to try another company or look at paying full price for sticks. It wasn’t a made up story, it was legit, and it helped open the door for me. But if I had come out of nowhere with that story I’m guessing it would not have had the same outcome. Although the back and forth was stressful, I always remained polite, calm and grateful.
Introduce Yourself
Send an email to the Artist Rep of your chosen gear company. Say hello, tell them your name, who you are playing with, what you are doing and where you ‘re doing it. KEEP IT BRIEF. Put a good spin on it. If the players you’re working with are not of note, then leave their names out. If it requires 4 sentences to explain who the artist is, skip it. “I play 3 gigs a week in the Cleveland area. I perform in front of 1000 people a week.” Tell them what products you use, why you like them and include a good shot of you. That’s it. Do not ask them for anything, unless you’re ready to spend money…..
The Artist Discount
If you are looking to purchase gear, you can tell them what you’re interested in buying and if they have an discount they can offer you. If they are interested in you, most companies will start you off with an Artist or Friends & Family Discount. This is typically 70-75% off retail. It helps a lot. It’s a way for them to lend you some assistance and offers an opportunity for both parties to get to know each other.
Keep In Touch
Every few months or so you should update your companies with the latest news. Don’t over blow it and keep it short, but also don’t over look what you’re doing. There are plenty of musicians who come into contact with lots of players and have opportunities to recommend gear who are not on the cover of drum magazines or out on tour. So you can have value to the company without being a rock star.
Is the company located in near you? Are you going to be near them sometime this year? Going to NAMM? Find an opportunity to connect with your Artist Rep face to face. Diner, coffee, visit the shop, whatever. It’s about being part of the family.
In The Meantime
Go to your local music store and ask to speak to the artist rep. If they are a smaller stores ask to speak to the owner. Tell them who you are, what you’re doing, keep it brief, and ask if they have any sort of artist pricing. Guitar Center and bigger chains have rates already worked out. A smaller shop may or may not have this together, but it doesn’t hurt to ask. Let them know how many musicians you talk with regularly and how many up and comers ask you about your gear and why you play it. Especially if you have a large group of students you teach every week, that is valuable to the store. Get comfortable talking about yourself and asking for help.
Start Now
What can you do today that will get the ball rolling? Post! Post photos of your gear, shots of you playing, videos of you playing as well as clips talking about particular pieces of gear and why you play them. Hashtag all your companies with their particular hashtags, everyone's is unique. Paiste likes to use #paistenation. Be a great ambassador to the gear you know and love today. Spread the word and associate yourself with quality gear along the way.
Feeling sorry for yourself and think they should just give you free gear because you’re a struggling musician? This may not be the business for you. I have had many opportunities and been fortunate to be supported by great companies, artists and fellow musicians, but not without first proving myself. You need to be able to build your career, online following and momentum into something worth mentioning. Make sure you have your thing together before introducing yourself. First impressions are important.
Spend time thinking about what you are bring to every situation in your life, not just your endorsement relationship. If you look at it from the other persons' perspective and how you can be of value, you will have better results, every time. Rather than worrying about what company is going to offer you an endorsement, be focused on becoming the kind of artist that every company wants.
Matt Starr Coaching ©2018
THIS IS THE KIND OF STUFF WE TALK ABOUT AROUND HERE. IS THIS INSPIRING TO YOU? DOES IT FEEL GOOD TO READ BUT MAYBE HARD TO INTEGRATE IT INTO YOUR LIFE AND SEE THE RESULTS IN YOUR CAREER? LET ME HELP YOU.
