Gear N Tech: The Indie Endorsement

Endorsements are a tricky thing. A musician has to not only genuinely prefer a product, but be motivated enough to sufficiently promote it too. Unlike a sponsorship, where the deal is one-sided, a musical endorsement works two ways, and the company equally benefits when a well known musician actively uses their instruments. In a sponsorship, the company pays money to the artist in return for advertising the brand, but with endorsements, an artist can receive free products, and also have the publicity benefit. In other words, a cash-related partnership is more of a sponsorship, and not a musical endorsement.

If you are in an upcoming act looking for an endorsement, make sure you keep vouching for the products you use. If you are a good musician, then you deserve to gain the company’s attention. It is a difficult path to finally getting endorsed and it helps to understand the context and learn a few shortcuts on the way. We have compiled a set of tips which would help getting yourself endorsed:

Select your product: If you’re going to lend your face and name to endorse a particular product, you must really believe in it. Do not vouch for multiple endorsements for products that you are not comfortable with.

Build up your fan base: This does not mean selling out. It includes merely everyone who is interested in your music. Via playing live, word of mouth, or the Social Media, fill in your prospective listeners on all you do, whether it be a video clip off a house jam or a new jingle composed for an audiobook. Check out some quick tips.

Befriend your neighbourhood music businesses: Many endorsees visit their franchise outlets, and making yourself known at your local music shop may just lend a helping hand to your credibility.

Connect with the right people: Do your research and scope out who would be more suited to your musical context. Do not be afraid to directly approach them.

Understand the endorsement deal: Many musicians have gone in for endorsements and then discovered that more was required of them than originally thought. Make sure you know precisely what it is you must do to hold up your end of the deal. Involve a lawyer if necessary to ensure smooth deal.

Constantly promote your instrument: When you have settled into one product, make sure you make other people, especially musicians aware of the product’s benefits and plus points. Arlen Roth, of Gibson.com has revolutionised teaching guitar. Check out his informative experience on endorsements here.

Getting endorsed is an honour: Among the masses of musicians that use the product, the company has chosen you. Be extremely aware of your actions as they will reflect on the company. Grammy winning musician and composer Terry Landry also talks on endorsements.

Wait for the endorsement: Sometimes, all you have to do is just build your career. As you steadily rise in popularity through sheer hard work, endorsement deals will come.

Multi-disciplinary endorsements: It need not be restricted to musical instrument companies. Endorsements can come from a variety of places. If you find a company or a brand whose product or ideals resonate within you, find a way to relate to them and build up an endorsement deal.

Many indie musicians are now being endorsed by some world class brands. Soultone, Ibanez, PRS, and many others now keep a watchful eye on the Indian indie scene, ready to pick out prospective endorsees. Abhinav Yogesh, drummer of Bangalore’s Inner Sanctum, is endorsed by SoulTone cymbals after having been referred by Srikrishna Natesan of Blind Image. Bryden Lewis of The Raghu Dixit Project and Adil Manuel are endorsed by Gibson while Daniel Rego of Indicus is endorsed by PRS Guitar.

Sanjeev Thomas talks about endorsements

Sanjeev Thomas, famous guitarist for A.R.Rahman, who has already won awards for his recently released solo India album EPIC Shit, speaks to us about his world-class endorsements and what one has to do to uphold them.

soundplunge_test: What are the brands you are currently endorsed by?

Sanjeev: I’m endorsed by both Gibson guitars and Laney amplification USA.

soundplunge_test: How did the endorsement process start for you? Did you have to look out for it or did they approach you?

Sanjeev: The Gibson endorsement came in while I was touring with A.R.Rahman. Gibson was just introduced to India then and was looking at various guitarists of the country. Even though I was a Fender player back then I needed a guitar which was more of a multipurpose guitar with the option of a Floyd Rose for the big solos and also the option of a single coil sound. The Gibson Axcess is a multipurpose guitar and has made me a Gibson addict in the process. Laney amps came in with the help of the Furtados store and I’ve been very happy with the Iron Heart series with its hi-gain tube sound and switchable options. So yes both endorsements.

soundplunge_test: In the process of keeping the deal alive, what are the things you must constantly be doing to promote your chosen product?

Sanjeev: In terms of the processes I had to do in terms promotions for the product I always advice and promote it on my social sites and site many advantages of these products to my contemporaries and the younger musicians. I’ve also done a few workshops to help them release new products in different areas.

SoundTree: Do you feel these processes are effective in promoting the quality and name of any given brand?

Sanjeev: Sound and equipment of a musician always plays a big role in their careers. Young musicians look up to us endorsers for advice and help and we are always responsible towards them and our products.

soundplunge_test: With even amateur musicians obtaining instrument endorsements, how effective do you think this whole procedure is to the musician?

Sanjeev: A career in music especially in India is a hard choice. And most musicians even if they are doing well in terms of popularity and gigs do not own financial stability to invest on their equipment. Thanks to endorsement deals many musicians find it easy reach their ambitions faster with support and products. As long as you have an eternal passion to move forward in music despite all the odds endorsements will follow.

Getting endorsed is quite a responsibility. If you have the talent and skill to get noticed, that’s only half the work. Constantly upholding and embodying the ideals that the endorsement seeks to create will be a constant task. We have included a few informative pieces that we vouch by and we hope that you find them useful. All the best.