Music is an expensive business, particularly when you need to go on tours to promote albums. Many budding artists actually fund their own concerts because of lack of sponsors due to the stiff competition in the music business. With a little help from us, though, your concert can get sponsored by companies.
First, you need a well-organized plan on how much you need and where you’re allocating the funds before you even look for sponsorship deals. Create a budget for your tour, including travel expenses, food, manpower, and equipment. Decide on what you need and what type of event you’re trying to achieve. If it’s a local event, then perhaps you can enlist local sponsors, but if it’s a regional tour, you may need a bigger company to help you foot the bill. Being knowledgeable on finances will help you earn your sponsors’ trust.
Determine what it is you wish to offer in exchange for support. What type of advertising strategy will you offer during tours? Will you be handing out brand coupons, pamphlets and other promotional materials? Will you be putting up a signage for them?
Know that although sponsorship holds a two-way benefit, it is you who is asking for help. If the sponsor makes requests on the opening act, on the stage presentation and other specifications, be ready to negotiate.
Prior to hunting for a sponsor, make sure that you have an idea who the contact person is and what the brand is about. Sponsor websites, agents, promoters and musicians are a great source of information. Also, decide if the brand is congruent with your tour goals. For instance, if you are promoting Christian music, you will most likely not benefit from alcohol and tobacco sponsorships.
A majority of renowned companies (such as alcoholic beverage companies) already have a specific outline ready for sponsorships. For smaller ones, talk to the marketing department, or if it’s a strictly local business, start with the owner or manager. Feel free to browse our topics on music sponsorship to learn more about how you can get sponsored quickly.
Once you already have sponsors, let them know that you are sincere in promoting them. Respond to queries and requests promptly. Monitor all planning processes, including delivery of promotional materials, and make sure that all of them adhere to the bargain you’ve made with your sponsors.