What the '10 SXSW Music Panels Reveal to Marketers

Naturally Combo Platter loves event marketing and, by extension, marketing with music. After all, who doesn’t love music? When brands can partner with artists in smart and creative ways to reach and expand a consumer- and fan-base, it can result in a big win-win for all.

Folks in the advertising and marketing worlds seem to think so too – go here for yet another article crowing about some successes – but that doesn’t seem to be translating to the topics that will be on deck for the South by Southwest Music panel discussions, announced a few days ago. Lots of very interesting and relevant stuff to be sure, and it’s nice to see that they involved their audience in deciding what these topics would be. And clearly that makes a difference, as evidenced by the wide variety and yet some common themes, including lots on the digital and social realms. (Yes, of course those are marketing tools too, but I’m specifically referring here to companies partnering with artists.)

Frenzied and ubiquitous marketing at SXSW has become the norm, so there will be plenty of opportunities for resourceful artists at every level of success and who are open to such a partnership to rub elbows with potential sponsors and endorsers, and vice versa. But because this event is so huge it follows that the companies who tend to be marketing there are themselves huge – companies like Miller Brewing, Microsoft, Verizon and Levi’s come to mind from years past.

So where does that leave the “little guy”?

All too often these conglomerates overlook emerging artists in favor of the superstars, and there seem to be as many star acts at SXSW any more as there are not-so-famous. Certainly it makes sense to partner with big stars for their vast reach and appeal, but just imagine the “angel effect” it can have on a Big Corporation that offers financial and marketing support to a non-superstar act, the vast majority of whom desperately need it. A little can go a very long way towards creating a lifelong relationship. (The concept of a corporate-sponsored Battle of the Bands doesn’t count because it’s the most over-worked cliché. Ever. Boo.)

Still, lots of artists shudder to think of such a thing which is why it’s important for all involved to not only be smart and creative, but also to understand what they’re getting and giving when they enter into such an arrangement.

Smaller companies on tight budgets need not feel left out of the marketing opportunities presented by events like SXSW. In fact, those artists who would never dream of getting into bed with a conglomerate might on the other hand be very open to talking to a local mom & pop outfit about some support and cross-promotion on a smaller scale. The possibilities are virtually unlimited.

Posted Tuesday December 8, 2009
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Comment

  1. I cannot tell you how pleased I was to have read this article. I am the drummer in the band The HOTcakes (www.thehotcakes.com). We have had great success this year by way of music licensing and brand partnerships.

    Early in 2009, the Cincinnati Reds licensed our song “Paint the Town Red” to be used in their advertising and in the stadium. Within the first two weeks, this resulted in over 10,000 hits to our Myspace page, as well as a significant spike in our iTunes sales. Further, it got us tons of local, regional and national press, including the New York Post, as well as radio and television play. The paycheck was nice, but the recognition and visibility was the best part. Later on in the year, the Midpoint Music Festival, the largest of its kind in the Midwest, invited us to play two shows, allowing us to give back to the fans that were so incredibly supportive. It also garnered us the support from Cincinnati local: Bootsy Collins!

    After that, Walter Baker, a fashion designer, heard our song “Find A Way” and used it in his September 2009 Fashion Week ad campaign, which ended up being played in over 5,000 NYC taxicabs on NBC’s NY-10. This again lead to additional hits to our Myspace page, a jump in iTunes, as well as increased attendance at NYC and tri-state area shows.

    Partnering with brands is, in my opinion, a no-brainer for younger bands. We’re unsigned and therefore don’t have the luxury of a big promotion and publicity budget. However, our music is very commercial, each musician is dedicated and extremely talented, and the brands recognize these factors and enjoy working with us.

    We would love to partner with brands associated with SXSW, as they clearly have a respect and appreciation for new bands, and further, the artists behind the music.

    Feel free to check out our stuff at:

    www.thehotcakes.com – Myspace page
    www.sonicbids.com/thehotcakes – Press Kit

    Keep up the good work Combo Platter!
    Lee

    — Lee Leshen · Dec 9, 16:34 · #

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